(Bloomberg) — Carmarkers to cryptocurrency exchanges are spending big bucks advertising during the Super Bowl.
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The contest between the Los Angeles Rams and Cincinnati Bengals kicked off Sunday at 3:30 p.m. Pacific time at SoFi Stadium in Inglewood, California. The Rams score with less than two minutes left to take the lead, 23 to 20.
NBC, which is airing the showdown, said it’s sold more than 70 spots, with some costing as much as $7 million for 30 seconds.
“The big game is the biggest snacking day of the year and the largest stage when it comes to brand exposure and reaching our fans,” said Gareth Maguire, marketing director for Pringles, which is expected to run an ad in the third quarter.
We’re watching the ads and updating you on the winners and losers, including who gets the social media buzz.
Hellmann’s Mayo Ad Tackles Up Controversy
Hellmann’s ad features linebacker Jerod Mayo tackling a guy, an injured woman on crutches, a grandma, and almost Pete’s Davidson mom until the SNL comedian and says, “Whoa, mom’s already tackled food waste Mayo.” Mayo tackles Davidson instead who replies, “I get it, I’m very hittable.” On social media some are commenting that that’s a veiled reference to Kayne West, who has been posting his distress over Davidson dating Kim Kardashian West, his wife from whom he’s separated.
Eugene Levy Spoofs Action Films for Nissan
Nissan Motor Co. returned to Super Bowl advertising after a seven-year hiatus with a spot featuring “Schitt’s Creek” creator Eugene Levy and co-star Catherine O’Hara, as well as Marvel Avengers Brie Larson, in a comedic action-movie spoof. The ad is part of a broader return by car makers to the Super Bowl this year after many skipped out last year’s game. The YouTube link to the spot has been viewed 29 million times already.
Kia’s Robo Dog Is a Crowd-Pleaser, Just as Expected
Amazon Prime Video’s “Lord of the Rings” Spot Drops
Amazon Prime Video’s hotly anticipated trailer for its new spin-off series, “Lord of the Rings: The Rings of Power” didn’t disappoint. The ad stirred immediate social-media buzz amid fans of the J.R.R. Tolkien franchise.
It’s one of the most-expensive series of all time. Prime Video’s Chief Marketing Officer Ukonwa Ojo called it Prime’s “biggest and most ambitious launch this year,” in a statement to Bloomberg. Sunday’s 60-second Super Bowl trailer gave glimpses of new worlds, elves and orcs, against sweeping landscapes and inspirational music and quotes.
Cue Health Spot Features Wonder Woman, Alexa
Cue Health introduces its home test lab voiced by “Wonder Woman” Gal Gadot with cameos by Alexa, Roomba, Nest. The Covid testmaker went public in September at a $2.3 billion valuation.
Crytpo.com Is Third Crypto Sponsor, LeBron James Stars
Singapore-based Crypto.com, a cryptocurrency exchange, aired its first-ever Super Bowl ad this year immediately following the halftime show. The ad featured a present-day LeBron James telling his younger 2003 self about the future. “If you want to make history, you gotta call your own shots,” he says.
Halftime Show Salutes Rap With Dr. Dre, Snoop Dogg
The halftime show, sponsored by Pepsi, delivered what it was expected be: a string of hits. Dr. Dre and Snoop Dogg opened, performing “California Love” and other hits in trailers that looked like cabanas. There were classic cars and a field full of dancers that were the subject of controversy when several posted that they weren’t getting paid. Kendrick Lamar, Mary J. Blige and 50 Cent also performed, including 50’s “In Da Club.” Eminem did “Lose Yourself.” He’s been promoting his restaurant selling Mom’s Spaghetti in Detroit, opened a pop-up in Los Angeles for Super Bowl weekend, and is doing a promo on Postmates.
Larry David Kills it in Spot for FTX Crypto Exchange
“Seinfeld” and “Curb Your Enthusiasm” star Larry David turned in one of the funniest performances so far. It’s a walk through history with David playing historical doubters in an ad FTX Trading Ltd., a Bahamas-based cryptocurrency exchange. After portraying several skeptical figures during great moments in history, David suggests crypto will never amount anything. “I’m never wrong about this stuff,” he says.
Crypto Makes its Super Bowl Debut With Coinbase Spot
Cryptocurrency company Coinbase may have scored with an interactive ad featuring a QR Code viewers had to scan to find out what the ad was for. Once at its website, Coinbase encouraged viewers to “Sign up and get $15” or “Opt in to win $3M.” Coinbase is now trending.
Mattel’s Barbie, Anna Kendrick for Rocket Mortgage
Mortgage loan provider Rocket Mortgage returned to the Super Bowl with an ad featuring Anna Kendrick and Mattel’s Barbie as the Barbie Dreamhouse turns 60 this year. The ad shows Barbie turning her dream house into a reality with a verified loan approval.
Meta Tackles the Metaverse With Singing Dog
Meta Platforms Inc., owned by parent company Facebook Inc., took viewers on a trip to through the metaverse, while also trying to repair its image after a big stock market tumble this month. Its ad featuring an animatronic singing dog hit the airwaves during the first quarter. It promised a future metaverse with its Quest 2 virtual-reality headsets. Meta joins other companies in marketing new technologies this year and marks Meta’s efforts to showcase its ability to create social, immersive experiences.
Netflix, Disney+ Among Streaming Services Advertising
Netflix put out a super-sized pitch for its upcoming movies heading into this year including “The Adam Project,” starring Ryan Reynolds; Kevin Hart and Mark Wahlberg in “Me Time;” Millie Bobby Brown and Henry Cavill in “Enola Holmes 2;” Daniel Craig in “Knives Out 2;” Ryan Gosling in “The Gray Man;” and Jonah Hill and Eddie Murphy in “You People.”
Disney+ pitched its new “Moon Knight” series with Oscar Isaac. Comcast’s Peacock has been popping up regularly during the game.
It was 7-3 Rams at the end of the first quarter.
DraftKings Pitches Sports Betting in Spot With Joe Namath
DraftKings pitched sports betting and some $1 million prizes in a spot featuring its leather-clad goddess of fortune and football legend (and former Ram) Joe Namath. A warning about where to seek help for problem gambling ran at the bottom of the ad.
Conan O’Brien’s sidekick and comedian Andy Richter, starred as an anxious Caesar at an ancient Rome tailgate party for Mexican avocados. It’s unfortunate timing, however, because the U.S. just put a ban on Mexican avocados following a threat.
E-Trade Baby Ad Returns, Pokes Fun at Meme Stocks
The E-Trade baby ad returned after a multi-year hiatus. In the spot, the baby’s initially reluctant to help when called on to help investors deal with inflation. But when told investors are taking advice from memes, he’s ready to return. It’s a new E-Trade the ad notes, now part of Morgan Stanley.
Meanwhile, Arnold Schwarzenegger and Salma Hayek play Zeus and Hera who charge up boring retirement with a BMW EV.
The Rock Does an Intro, ‘Jurassic World’ Is First Ad
Dwayne “The Rock” Johnson did the team intros. The first two ads were media related. One for the new “Jurassic World” film, coming out in June. Comcast owns Super Bowl host network NBC as well as Universal Pictures. YouTube TV also had a spot.
Pregame Show Underway in Balmy, 80-Degree Inglewood
It’s 80 degrees in the Los Angeles suburb of Inglewood with the game less that 10 minutes away. Social media reactions to watch for include Willie Nelson’s Skechers “Legalize” ad, which subtly calls out the hypocrisy of the ban on cannabis ads. Weedmaps is protesting digitally. NBC, meanwhile is using the pregame show to promote a lot of its shows, including on its Peacock streaming service.
David McCormick, the former CEO of Bridgewater Associates and a candidate for Senate in Pennsylvania, is running a “Let’s go Brandon” ad criticizing Joe Biden during the game in local markets, according to Fox News and Axios.
The family of John Madden came out for a short tribute to the coach and broadcaster who died late last year. Rams tackle Andrew Whitworth won the NFL’s Man of the Year. Country star Mickey Guyton sung the national anthem.
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Budweiser Spot to Feature Famous Clydesdales
The entertainment value will be high in the first half of the game as Emmy-winning actress Zendaya makes her Super Bowl debut for SquareSpace Inc., the website hosting company. Mattel’s Barbie is teaming up with Anna Kendrick for a Rocket Mortgage ad. E*Trade has been teasing the return of its chatty baby, who hasn’t been seen since 2014.
Budweiser will strike a nostalgic note in a spot featuring one of its famous Clydesdales. The ad, directed by “Nomadland” Oscar-winner Chloé Zhao, is a return for Budweiser, which sat out the game last year. Facebook parent Meta Platforms Inc. will be taking viewers on a trip to through the metaverse, while also trying to repair its image after a big stock market tumble this month.
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