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/ Wednesday, February 16, 2022
BMW showed Arnold Schwarzenegger as Zeus, the god of the sky and his wife, Hera, played by Mexican actress Salma Hayek.
Super Bowl ads go heavy on
nostalgia and star power Advertisers were in a tough competition of their own
O
Mae Anderson, The Associated Press
O’Keefe, managing partner of Brand Federation. “Great link to a well-loved favorite with music that can silence a crowd. When it played, you could hear a pin drop.” FTX, a cryptocurrency exchange, enlisted Larry David of “Curb Your Enthusiasm” to convey that cryptocurrency is ready for the mainstream. Toyota enlisted three famous “Joneses” -- Leslie Jones, Tommy Lee Jones and Rashida Jones -- in its ad for the 2022 Tundra. And Verizon’s ad had Jim Carrey revisit his 1996 role as “The Cable Guy” to promote its ultrafast 5G wireless network. “This is one of the most engaging set of ads I’ve seen in several years,” said Kimberly Whitler, professor of marketing at the University of Virginia. “Almost all focus on lighthearted entertainment.”
n the field, the Los Angeles Rams and Cincinnati Bengals played a nail biter during Super Bowl LVI, with the Rams emerging victorious. Off the field, Super Bowl advertisers were in a tough competition of their own. Advertisers shelled out up to $7 million for 30 seconds of airtime during the Super Bowl, so they pulled out all the stops to win over the estimated 100 The Crypto Invasion million people that tune into Cryptocurrency exchanges the game. Big stars, humor and made a splash during the game, Cryptocurrency a heavy dose of nostalgia were with FTX, Crypto.com, eToro and exchanges made a prevalent throughout the night. Coinbase all airing ads, leading splash during the “The Super Bowl featured some to dub the game the game, with FTX, positive, up-beat advertising,” “Crypto Bowl.” They’re all aiming Crypto.com, eToro and said Northwestern University to make cryptocurrency more Coinbase all airing ads, marketing professor Tim Calkins. mainstream. leading some to dub “For the most part there was no “(Cryptocurrency exchanges) the game the “Crypto mention of the pandemic, COVID have a lot of money, and they Bowl.” or masks.” need to create a lot of change,” Chevrolet recreated the said Mark DiMassimo, founder opening sequence to “The and creative chief of marketing Sopranos” to tout its allagency DiGo. “They want to get electric Chevy Silverado — one of several auto ads crypto assets into as many hands as possible, so promoting electric vehicles. This time, however, people can start feeling comfortable playing that Jamie-Lynn Sigler, who played Meadow Soprano game.” on the show that ran from 1999 to 2007, is in the In a moment of bad timing, Avocados from driver’s seat instead of the Sopranos patriarch Mexico aired an ad that showed Julius Caesar and a played by the late James Gandolfini. rough bunch of gladiator fans outside what appears “As soon as they started playing the music from to be the Colosseum, enjoying guacamole and ‘The Sopranos’ they had me riveted,” said Kelly avocados. But the ad came after news that the U.S.
In fact,
This is one of the most engaging set of ads I’ve seen in several years. Almost all focus on lighthearted entertainment. – Kimberly Whitler Professor of marketing, University of Virginia
government has suspended all imports of Mexican avocados after a U.S. plant safety inspector in Mexico received a threat. General Motors, BMW, Kia, and Polestar all advertised electric vehicles. BMW showed Arnold Schwarzenegger as Zeus, the god of the sky (or in this commercial, the god of lightning) whose wife, Salma Hayek Pinault, gives him the EV BMW iX to spice up retirement. And Kia showcased its Kia EV6 electric vehicle in its ad along with a cute “robo dog.” Nissan’s ad also gave a nod to its all-electric 2023 Nissan Ariya. Nostalgia was everywhere as well. In an ad for Rocket Mortgage, Anna Kendrick tells kids about the competitive housing market by using examples of classic kid toys like Barbie’s Dream House and Skeletor’s Castle Grayskull. GM enlisted Mike Myers for an “Austin Powers”-themed ad that features a reprise of his role as Austin Powers’ nemesis, Dr. Evil. T-Mobile reunited Zach Braff and Donald Faison, stars of the sitcom “Scrubs” that aired from 2001 to 2010. And canned cocktail brand Cutwater Spirits harkened back to an iconic 1997 Apple campaign, “Here’s to the Crazy Ones,” with a twist. The blackand-white ad that honors its drinkers with the salute, “Here’s to the Lazy Ones.”
