In this weekend's Super Bowl ads, crypto and automakers are advertising less as those industries are facing problems. Major food brands like M&Ms, tech companies like Google and more alcohol brands have jumped in to take their place.
NEW YORK — Super Bowl ads are more than just breaks between gameplay during the biggest sporting event of the year: They offer a glimpse of the country’s zeitgeist, along with how major industries are faring.
Their prize? The chance to capture the attention of more than 100 million viewers expected to tune in for the big game. This price of entry is steep: Some advertisers are paying more than $7 million for a 30-second spot, and that doesn’t include the cost of making the ad itself. Popular celebrities offer goodwill to a brand and help it stand out from the 50-plus or so advertisers during the big game. But with so many stars in ads, it can be harder stand out in a crowded field.
One unusual star this year: Jesus. A group of Christian donors is paying top dollar for two ads that promote the “He Gets Us” religious message.Another tactic that advertisers use to win over viewers is recreating beloved movies and TV shows. This year, online shopping site Rakuten is making a splash by enlisting Alicia Silverstone and Elisa Donovan to recreate a seen from 90s rom-com “Clueless.
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