Mascot embrace, celeb overload and metatextual advertising: Trends dominating this year’s Super Bowl ads
The weeks ahead of the Super Bowl are always a mad dash for marketers. The ones running ever-more integrated campaigns are dropping hints on social media and teasers for their Super Bowl spots, then comes the actual rolling out the spots and finding ways to move campaigns beyond the flash in the pan of the Big Game. Others are trying to keep their strategies under lock and key, making sure whatever surprise they have in store for the Super Bowl doesn’t leak out.
“We’ve always said the Super Bowl is a season — not a day,” said Marcelo Pascoa, vp of marketing at Coors Light. The brand has an integrated approach to the Big Game this year, dropping billboard and print ads with a spelling mistake on them in the weeks ahead of the event to generate buzz for its forthcoming Super Bowl ad all about having a “case of the Mondays” the following day. Even as the alcohol brand is leaning into that integrated approach, they recognize that, “at the end of the day, what most people actually see is the spot in the game,” said Pascoa.
Ahead of Sunday’s Big Game face-off between the Philadelphia Eagles and the Kansas City Chiefs, Digiday caught up with marketers and agency creatives to get a sense of what the major trends will be for this year’s crop of ads. (We’ve already covered off on two major trends: marketers playing it safe and leaning on comedic creative this year, as well as more new advertising entrants in the Big Game.) Here’s what to expect this Sunday:
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Source:: Digiday
