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The Super Bowl isn’t just the biggest event in American gridiron football, it’s also the biggest night in advertising.
With declining audiences on traditional broadcast TV, the Super Bowl’s ability to draw in an estimated 120 million American viewers translates to an ad spot costing up to $US8 million for a single 30-second slot.
For once, people are paying attention to the ads. And they’re doing it all at once — so you better deliver something amazing.
Australians may not care about US insurance brands or fast-food joints that we both can’t spend our money on and have very little desire to engage with, so it’s all about the celebrities that are enticed with what is usually a very large payday for not much work.
Last year, Ben Affleck was reportedly paid $US10 million for his Dunkin Donuts appearance.
The Super Bowl half-time break is the crème de la crème of the ad world, and here are this year’s crop.
Look, Glen Powell is from Texas so maybe it’s not that surprising that he’s in an ad for absolutely enormous cars that don’t — and shouldn’t — fit into a regular parking spot. Unless you’re chasing tornadoes, who needs a car that large? What are you compensating for?
Powell, who also starred in Top Gun: Maverick and Hit Man, is dressed up as a manly version Goldilocks, blonde locks and all, as he test drives three Rams.
Canadian comedian, actor and writer Eugene Levy — of the Schitt’s Creek and Christopher Guest player fame — stars in this ad for fast-food chain Little Caesars, promoting a menu item called Crazy Puffs.
The spot plays on Levy’s iconic bushy eyebrows raising so high that they fly off his face and venture off into scenarios that make others shocked, except for his own daughter Sarah, who makes a cameo.
One of the more recent trends in Super Bowl ads is to reunite stars from nostalgic favourites and this year, the most prominent is Meg Ryan and Billy Crystal coming back together to play their When Harry Met Sally characters.
The two are back in Katz’s Deli and recreating the famous faked orgasm scene. But it should be noted that the conceit — Sally adds Hellman’s mayonnaise to her sandwich, which makes it orgasmically good — makes no sense because as any fan knows, Sally takes all condiments on the side.
Seal, singer and former Mr Heidi Klum, takes it literally in this ad for Mountain Dew, in which his face is superimposed onto that of a singing seal — as in, the marine creature — with a reworked version of his one-hit-wonder, “Kiss from a Rose”.
It’s weird. And Mountain Dew with a blast of tropical lime sounds disgusting.
In another ad with facial hair flying off their owners’ faces, the Pringles ad goes with moustaches instead of eyebrows a la Eugene Levy’s iconic set, including one of the most famous taches on American TV: Nick Offerman’s.
Vin Diesel and Michelle Rodriguez gives up the fast lane in this ad for ice cream brand Häagen-Dazs.
The chocolately goodness is enough to make the rev-heads slow down, soundtracked to a Smokey Robinson’s “Cruisin’”. Ludacris is less than impressed.
If Catherine O’Hara and Willem Dafoe ever challenge you to a game of pickleball, don’t fall for their schtick. They. Are. Pros.
This ad for beer brand Michelob Ultra teams them up as a couple of hustlers playing much younger folk for brewskis, only to unleash their power on the unsuspecting noobs.
No celebrities here but a ton of CGI sloths being slow at things. It’s basically an extended play on Zootopia’s DMV sloth scene, which is kind of good timing because a sequel to that movie is hitting cinemas later this year.
This ad is pretty well made and has a strong theme, but you can’t say the same for American beer.
David Beckham has a secret twin brother! And he looks a lot like Matt Damon!
Seeking out a reunion with this long-lost frere (that’s French for brother), the two discover quite a bit in common, including a love of Stella Artois beer and a powerful right foot kick.
The best part though may be the explanation of why chicken wings are called buffalo wings. Yes, you’ve always wondered that, haven’t you, but never bothered to google it.
The two Detroiters stars have been making ads for Totino’s Pizza Rolls for a while now but this latest spot is actually pretty funny.
In a play on E.T., the two riff on a crucial lesson in life.
Irish thesp Barry Keoghan is back in the ye olde times of the Emerald Isle’s countryside — not quite reprising his Banshees of Inisherin character but not-not doing it.
Atop a donkey (but not Jenny, RIP), he’s a paperboy slinging the news, but instead of a broadsheet, he’s chucking laptops.
Any time a brand wants to pay Walton Goggins big bucks to shoot a little ad is a good day. Here, he’s playing an actor in different scenes with dialogue as sharp as “these symbols symbolise something” and “Houston, I’m observing some debris coming from Uranus”. Oh, har-di-har-har.
If Goggins really wants to start a small business called Walton Goggons Goggle Glasses, we’re on board.
When you’re mega-famous like Gordon Ramsay, you’re secure enough to have your celebrity credentials called into question.
The ad is for HexClad cooking pans, which the ad suggests was made from technology so advanced, it’s actually extra-terrestrial. But the punchline involves Pete Davidson revealing that all famous people are aliens.
Deep-pocketed studios will also promote their upcoming movies at the Super Bowl and, here, Disney has created a themed spot for the live-action Lilo & Stitch movie dropping mid-year.
A CGI Stitch is causing havoc on the pitch, reminding everyone that he is the most adorable chaos agent.
Remember Nerds, those little more-ish lollies that, if inhaled too quickly, threaten to make you choke? Apparently, in the US, you can now get them as clusters that combines gummy and tangy bits.
Shaboozey is a fan, and he’s unleashed a cacophonous, colourful parade of them onto New Orleans, which is hosting the Super Bowl this year.
Uber Eats must have spent HUGE money for this roster of stars in this Matthew (not Matt, never Matt) McConaughey-led ad about a longtime conspiracy that football and game day was hatched up as a ploy to sell more food.
Among the celebrities in the ad are Greta Gerwig, Charlie XCX, Martha Stewart, Kevin Bacon and Hot Ones’ Sean Evans.
The Super Bowl isn’t just the biggest event in American gridiron football, it’s also the biggest night in advertising.
With declining audiences on traditional broadcast TV, the Super Bowl’s ability to draw in an estimated 120 million American viewers translates to an ad spot costing up to $US8 million for a single 30-second slot.
For once, people are paying attention to the ads. And they’re doing it all at once — so you better deliver something amazing.
Australians may not care about US insurance brands or fast-food joints that we both can’t spend our money on and have very little desire to engage with, so it’s all about the celebrities that are enticed with what is usually a very large payday for not much work.
Last year, Ben Affleck was reportedly paid $US10 million for his Dunkin Donuts appearance.
The Super Bowl half-time break is the crème de la crème of the ad world, and here are this year’s crop.
Look, Glen Powell is from Texas so maybe it’s not that surprising that he’s in an ad for absolutely enormous cars that don’t — and shouldn’t — fit into a regular parking spot. Unless you’re chasing tornadoes, who needs a car that large? What are you compensating for?
Powell, who also starred in Top Gun: Maverick and Hit Man, is dressed up as a manly version Goldilocks, blonde locks and all, as he test drives three Rams.
Canadian comedian, actor and writer Eugene Levy — of the Schitt’s Creek and Christopher Guest player fame — stars in this ad for fast-food chain Little Caesars, promoting a menu item called Crazy Puffs.
The spot plays on Levy’s iconic bushy eyebrows raising so high that they fly off his face and venture off into scenarios that make others shocked, except for his own daughter Sarah, who makes a cameo.
One of the more recent trends in Super Bowl ads is to reunite stars from nostalgic favourites and this year, the most prominent is Meg Ryan and Billy Crystal coming back together to play their When Harry Met Sally characters.
The two are back in Katz’s Deli and recreating the famous faked orgasm scene. But it should be noted that the conceit — Sally adds Hellman’s mayonnaise to her sandwich, which makes it orgasmically good — makes no sense because as any fan knows, Sally takes all condiments on the side.
Seal, singer and former Mr Heidi Klum, takes it literally in this ad for Mountain Dew, in which his face is superimposed onto that of a singing seal — as in, the marine creature — with a reworked version of his one-hit-wonder, “Kiss from a Rose”.
It’s weird. And Mountain Dew with a blast of tropical lime sounds disgusting.
In another ad with facial hair flying off their owners’ faces, the Pringles ad goes with moustaches instead of eyebrows a la Eugene Levy’s iconic set, including one of the most famous taches on American TV: Nick Offerman’s.
Vin Diesel and Michelle Rodriguez gives up the fast lane in this ad for ice cream brand Häagen-Dazs.
The chocolately goodness is enough to make the rev-heads slow down, soundtracked to a Smokey Robinson’s “Cruisin’”. Ludacris is less than impressed.
If Catherine O’Hara and Willem Dafoe ever challenge you to a game of pickleball, don’t fall for their schtick. They. Are. Pros.
This ad for beer brand Michelob Ultra teams them up as a couple of hustlers playing much younger folk for brewskis, only to unleash their power on the unsuspecting noobs.
No celebrities here but a ton of CGI sloths being slow at things. It’s basically an extended play on Zootopia’s DMV sloth scene, which is kind of good timing because a sequel to that movie is hitting cinemas later this year.
This ad is pretty well made and has a strong theme, but you can’t say the same for American beer.
David Beckham has a secret twin brother! And he looks a lot like Matt Damon!
Seeking out a reunion with this long-lost frere (that’s French for brother), the two discover quite a bit in common, including a love of Stella Artois beer and a powerful right foot kick.
The best part though may be the explanation of why chicken wings are called buffalo wings. Yes, you’ve always wondered that, haven’t you, but never bothered to google it.
The two Detroiters stars have been making ads for Totino’s Pizza Rolls for a while now but this latest spot is actually pretty funny.
In a play on E.T., the two riff on a crucial lesson in life.
Irish thesp Barry Keoghan is back in the ye olde times of the Emerald Isle’s countryside — not quite reprising his Banshees of Inisherin character but not-not doing it.
Atop a donkey (but not Jenny, RIP), he’s a paperboy slinging the news, but instead of a broadsheet, he’s chucking laptops.
Any time a brand wants to pay Walton Goggins big bucks to shoot a little ad is a good day. Here, he’s playing an actor in different scenes with dialogue as sharp as “these symbols symbolise something” and “Houston, I’m observing some debris coming from Uranus”. Oh, har-di-har-har.
If Goggins really wants to start a small business called Walton Goggons Goggle Glasses, we’re on board.
When you’re mega-famous like Gordon Ramsay, you’re secure enough to have your celebrity credentials called into question.
The ad is for HexClad cooking pans, which the ad suggests was made from technology so advanced, it’s actually extra-terrestrial. But the punchline involves Pete Davidson revealing that all famous people are aliens.
Deep-pocketed studios will also promote their upcoming movies at the Super Bowl and, here, Disney has created a themed spot for the live-action Lilo & Stitch movie dropping mid-year.
A CGI Stitch is causing havoc on the pitch, reminding everyone that he is the most adorable chaos agent.
Remember Nerds, those little more-ish lollies that, if inhaled too quickly, threaten to make you choke? Apparently, in the US, you can now get them as clusters that combines gummy and tangy bits.
Shaboozey is a fan, and he’s unleashed a cacophonous, colourful parade of them onto New Orleans, which is hosting the Super Bowl this year.
Uber Eats must have spent HUGE money for this roster of stars in this Matthew (not Matt, never Matt) McConaughey-led ad about a longtime conspiracy that football and game day was hatched up as a ploy to sell more food.
Among the celebrities in the ad are Greta Gerwig, Charlie XCX, Martha Stewart, Kevin Bacon and Hot Ones’ Sean Evans.
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