Anticipation is high for Sunday’s Super Bowl, with viewers expecting to see a blend of celebrity appearances and lighthearted commercials. Unlike recent years, advertisers are steering clear of promoting social causes during the big game.
Super Bowl commercials are renowned for their humor and creativity, often reflecting the current mood of the nation. However, brands are now cautious about appearing political, as it can be challenging to navigate in an attempt to appeal to all consumers.
In 2017, Budweiser tackled issues of immigration and discrimination in their Super Bowl ad. This year, they’re returning to their iconic Clydesdale horses, while other brands like Michelob Ultra are opting for a more playful approach featuring soccer star Lionel Messi.
For brands targeting a younger demographic, the buzz surrounding the romance between pop star Taylor Swift and Kansas City Chiefs player Travis Kelce could provide inspiration. Despite some criticism, Swift’s presence at games has boosted viewership, which could translate into success for advertisers.
Commercials this year are also embracing ensemble celebrity casts, with Bud Light introducing the Bud Light Genie who takes friends on a wild adventure. Meanwhile, Google is taking a heartwarming approach to showcase its AI technology, highlighting how it benefits the visually impaired.
While corporations are shying away from controversial topics, two nonprofits are using the Super Bowl platform to raise awareness. The Foundation to Combat Antisemitism will air a commercial featuring Clarence B. Jones, a key figure in the civil rights movement, while PETA will air an anti-cheese ad featuring actress Edie Falco.
Overall, this year’s Super Bowl commercials are focusing on entertainment and humor, aiming to capture the audience’s attention without delving into divisive issues.
