Superbowl 54 took place at the HardRock Stadium in Miami at the weekend. The Kansas City Chiefs faced off against the San Francisco 49ers.
While Mahomes and the Chiefs walked away with the Vince Lombardi trophy, and the glory. Many armchair fans tend to focus on two things, 1) the half-time show (co-headlined by Jennifer Lopez and Shakira) and 2) the commercials.
The cost of placing a commercial for Superbowl LIV reached $5.6 million for just a 30-second slot. So, it's not a surprise that this is a domain for the big boys of the advertising world. They can dominate and really strut their stuff and their agencies can flex their creative muscle.
Much like Christmas advertising, this time of year has become an essential part of the creative calendar. Many companies are now teasing their ads before the big game now and looking to YouTube and other social media channels to create a buzz ahead of time even posting reaction videos to boost hype around their brands.
Many Superbowl ads have become iconic Apple in 1984 with their George Orwell ad, Pepsi in 1992 with Cindy Crawford, Volkswagen with the force in 2011 and Budweisers frogs in 1995.
Do any of this year's crop make the grade? I've ignored the political ones from the Bloomberg and Trump campaigns, the movies, plus any brands that may not be known outside of the USA. Here are some of the highlights:
Company: Jeep
Title: Groundhog Day
Released: 2 February 2020
Hashtag: #Jeep
Copy: 'It’s “Groundhog Day” all over again as Jeep brand debuts a Big Game spot starring Bill Murray (in his first-ever national television commercial). But this time reliving the same day over and over again is always a new adventure when you’re driving the 2020 Jeep Gladiator. Jeep. There’s only one.
For more than 75 years, the Jeep name has been indelibly associated with freedom, authenticity, adventure and passion. These are vehicles for “dreamers and doers” - forging extraordinary, uncommon bonds between themselves and their owners, because adventure is found in every Jeep vehicle’s DNA. The Jeep badge stands for more than a brand. In truth, it’s a badge of honour.'
Company: Walmart
Title: Famous Visitors
Released: 29 January 2020
Hashtag: #FamousVisitors
Copy: 'Visitors are coming for the Super Bowl. And they’re stopping by Walmart first, for groceries and beyond. Enjoy the Super Bowl version of Walmart’s galaxy-famous commercial, Famous Visitors. Walmart Pickup. It’s out-of-this-world convenience. Save Money. Live Better.'
Company: Mountain Dew
Title: As Good As The Original
Released: 28 January 2020
Hashtag: #MTNDEWZeroSugar
Copy: 'Your insatiable thirst for DEW just got quenched in a terrifying way: new MTNDEWZeroSugar! As good as the original, maybe even better? Now with all of the things you love from the original DEW flavour, featuring Bryan Cranston, Tracee Ellis Ross, and Zero Sugar.'
Company: Google
Title: Loretta
Released: 28 January 2020
Hashtag: N/A
Copy: 'A man reminisces about the love of his life with a little help from Google. See something in this story you want to try for yourself? Here are a few tips to get you started. First, you’ll need the Google Assistant.'
Company: Amazon
Title: Before Alexa
Released: 29 January 2020
Hashtag: #BeforeAlexa
Copy: 'What did we do before Alexa? Watch now and vote for your favourite ad on Ad Meter!'
Company: Audi
Title: Let It Go
Released: 29 January 2020
Hashtag: #BigGame
Copy: 'Embracing the future starts with letting go of the past. Join Maisie Williams singing Disney’s ‘Let It Go’ from Frozen and Audi as we drive to a more sustainable tomorrow in an all-new Audi etron Sportback. The only thing you might not be able to let go of is the song.'
Company: Budweiser
Title: Typical American
Released: 23 Jan 2020
Hashtag: N/A
Copy: 'America, look beyond the labels. You might be surprised by what you find.
For this year's Super Bowl LIV commercial, Budweiser is showcasing the extraordinary people that represent the best of America. This Bud's For You.'
Company: Michelob Ultra
Title: Jimmy Works It Out
Released: 28 Jan 2020
Hashtag: #DoItForTheCheers
Copy: 'Working out becomes a whole lot of fun when you see the lighter side. '
Company: Facebook
Title: Ready to Rock?
Released: 2 Feb 2020
Hashtag: N/A
Copy: 'Whatever you rock, there’s a Facebook Group for you.'
Company: Olay
Title: Make Space for Women
Released: 30 Jan 2020
Hashtag: #MakeSpaceForWomen
Copy: 'Is there enough space...in space…for women? When OLAY® launches their first space mission to find out, Busy Philipps and Lilly Singh along with astronaut Nicole Stott are tasked with bringing the mission home. '
Company: Cheetos
Title: Can't Touch This
Released: 28 Jan 2020
Hashtag: #CantTouchThis
Copy: 'Now everyone can have the super power of Cheetle at their fingertips. Check out the Cheetos Super Bowl spot… starring new Cheetos Popcorn. Out now.'
Company: Doritos
Title: The Cool Ranch
Released: 29 Jan 2020
Hashtag: #CoolRanchDance
Copy: 'The ranch just got cooler. Watch Lil Nas X and Sam Elliott reach for the sky and drop it down low in a winner-takes-all western showdown the world has never seen before.'
Company: Heinz
Title: Find The Goodness - Four at Once
Released: 29 Jan 2020
Hashtag: #FindTheGoodness
Copy: 'hen you find the goodness, any moment can be made better.
So on Sunday 2.2.20, Heinz is bringing so much goodness in so little commercial time by showing four situations…at once.'
Company: Kia
Title: Tough Never Quits
Released: 29 Jan 2020
Hashtag: #GiveItEverything
Copy: 'In Kia’s Big Game ad for the All-New Kia Seltos AWD SUV, rookie running back Josh Jacobs returns to the streets of his hometown, Tulsa, Oklahoma, to offer his younger self some powerful words of inspiration.
Josh’s journey took him from homeless youth to first-round draft pick. But there are many others who share such beginnings.'
Company: Hyundai
Title: Smaht Pahk
Released: 27 Jan 2020
Hashtag: #smaht
Copy: 'It’s not a ghost car, it’s just wicked smart. Sorry, we meant smaht. Watch this year’s big game commercial and see how Chris Evans, John Krasinski, Rachel Dratch, and David “Big Papi” Ortiz react to one of the Sonata’s newest and smartest features: Remote Smart Parking Assist. All while paying homage to their beloved Boston.'
Company: Pringles
Title: Rick and Morty Commercial
Released: 28 Jan 2020
Hashtag: N/A
Copy: 'The infinite dimensions of Rick and Morty meet the infinite dimensions of flavours unlocked by Pringles flavour stacking.
2020 Big Game Commercial.
In partnership with Adult Swim™.'
Company: Reeces
Title: Rock
Released: 28 Jan 2020
Hashtag: N/A
Copy: 'Reese’s Take 5 is next-level delicious. Yet almost no one has heard of it. It’s as if people have been living under a rock or were born yesterday. With chocolate, peanuts, caramel, peanut butter and pretzels, Reese’s Take 5 is the best candy bar you’ve never heard of.'
Company: Toyota
Title: Big Game Commercial
Released: 1 Feb 2020
Hashtag: #BigGameCommercial
Copy: 'With the new 2020 Toyota Highlander you can follow Cobie Smulders' lead and go wherever you’re needed to save the day (or night).'
Company: Bud Light
Title: Inside Post's Brain
Released: 29 Jan 2020
Hashtag: #PostyStore
Copy: 'Two Super Bowl Ads. Only One Can Win.'
Company: Soda Stream
Title: Something Big is Bubbling
Released: 22 Jan 2020
Hashtag: N/A
Copy: N/A
Company: Microsoft
Title: Be The One
Released: 28 Jan 2020
Hashtag: N/A
Copy: 'Microsoft is committed to empowering the next generation of game-changers, like Katie Sowers. As an Offensive Assistant Coach for the San Francisco 49ers, she’s made history as the first woman to ever coach in the Super Bowl.
When you have a dream, bring it to the Surface.'
Company: Pepsi
Title: Zero Sugar. Done Right
Released: 29 Jan 2020
Hashtag: N/A
Copy: 'Pepsi Zero Sugar is looking better than ever, and we’re reintroducing it to the world with a new take on an iconic track featuring Missy Elliott and H.E.R. Since Pepsi Zero Sugar packs the same refreshing taste of Pepsi that people love, without any of the sugar, we needed a song just as uncompromising. So kickback. Watch the magic unfold. And say hello to Pepsi Zero Sugar. That’s What I Like.'
Company: Porche
Title: The Heist
Released: 24 Jan 2020
Hashtag: #FollowthatPorsche
Copy: 'If given the choice of all the cars in the legendary Porsche Museum in Stuttgart, which car would you choose if you had to catch a stolen Porsche?
Starring the all-new Taycan, The Heist takes you on a heart-pounding chase with an all-star cast of cars from the Porsche Museum in Stuttgart, Germany - home to the global headquarters of Porsche - and through the backdrop of beautiful German locations like Heidelberg, Heppenheim and the Black Forest.
Alongside the storied 917K, Carrera GT, 918 Spyder, 911 RSR, 718 Cayman GT4, 911 Carrera 4S, 930 Turbo, and 911 GT2 RS, the story gives a visual history of iconic Porsche cars that share a common sports car soul – now including the all-new fully-electric Taycan.'
Company: Snickers
Title: Fix The World
Released: 29 Jan 2020
Hashtag: #SnickersFixtheWorld
Copy: 'The world is out of sorts, but maybe it just needs a Snickers. Luckily, we have a huge one of those.'
Company: Turkish Airlines
Title: Step on Earth
Released: 2 Feb 2020
Hashtag: #StepOnEarth
Copy: 'Earth is here, waiting to be reached!
Step on Earth with the airline that flies to the most countries on the planet.'
Company: Pop-Tarts (Kellogg's)
Title: Fixed the Pretzel
Released: 29 Jan 2020
Hashtag: N/A
Copy: 'Pop-Tarts saves America from lame pretzels with the help of Jonathan Van Ness'
NOTE: this one breaks my rules of knowing the brand, but it seems to be a popular one stateside.
Company: Rocket Mortgage
Title: Fixed the Pretzel
Released: 3 Feb 2020
Hashtag: N/A
Copy: 'Watch Jason Momoa get super comfortable at home in our 2020 Super Bowl commercial. Behind the muscles and hair is just a guy trying to relax at home - the one place he can truly be himself.
With Rocket Mortgage®, you'll get award-winning customer service and a home buying experience centred around you, so you can be as comfortable financing your home as you are living in it.'
For me, this year's winner has to be Snickers with what seems like a modern-day retelling of Coca-Cola's 'Teach the World to Sing' ad from 1971 and a tip of the hat to Jeep and Bill Murray.
#marketing #blog #liverpool #northwest #nfl #superbowlLIV #ChiefsKingdon #49ers #GoNiners #mahomes #garoppolo #commercials #SBLIV #NFL100 #MTNDEWZeroSugar #BeforeAlexa #BigGame #DoItForTheCheers #CantTouchThis #FamousVisitors #CoolRanchDance #FindTheGoodness #GiveItEverything #smaht #FollowthatPorsche #SnickersFixtheWorld #BigGameCommercial #MakeSpaceForWomen #PostyStore #StepOnEarth #Jeep
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