Feb. 14: Watch the commercials
W1: Un cuestionario – Discutir si valió la pena la ROI, Commercial (marketing), ¿Cuál fue la brand que más se recuerdan? Halftime Análisis. ¿Quién es la audiencia final de este video? ¿Good casting? ¿Naming Brands: Ubear “Eats”?

Feb. 28: Un blog, Un post

Intro

The last editions of the Super Bowl can be defined as everything but “normal”, even if you are a fan or not of Football, the surprises hit you on the same level, could you’ve imagined Coca-Cola not presenting an ad for the Super-Bowl? Or even more crazy, having 4 latin artists playing together during the Half-time Show. We can assure that a few years ago no one would have predicted this, but it happened anyway.
And this year even though some things were kind of obvious like giving NFT’s included in the tickets for the game, it is still a hot event worth the conversation around it.
So with no more to add, dive into the first “The Altorian” edition, today we prepared a conversation about the SB with no BS.

Brief

Best Ads on the Field

There are many ads running on the show, among all brands and categories, we picked the top 5 “sky-rocket” creativity brought by AdAge to be part of the “Bradies”, yes that’s our football team and it’s named in honor to Tom Brady, one of the best football players on the NFL who is retiring this year.

Here we present our players:

As our Quarterback

Coinbase: The bouncing QR

Dad, how do I turn off this old screensaver? Oh no wait, it’s a Coinbase Ad.

Imagine the scenario behind, you have invested millions of dollars to place your brand in one of the most broadcasted events of the year.

You are expecting a massive production, lights, people, story, celebrities, crashing cars, and so on, and your agency comes with a 60 second screensaver of a QR code that bounce like an old arcade game of Pong.

But there is a trick behind it: scan the code and sign-up during the game to win $15 in cryptocurrency, users who did this before the Super Bowl participated for a $ 1 million in a contest.

Not just the internet went crazy, even the site had a crash when the ad was aired, it generated enough buzz on social media that even other brands made parody. This ad will be for sure a topic to talk about next game.

We see a league of brands overspending budget to have famous people starring ads just to find out that it does not always pay off as expected, but a simple bouncing QR just nailed it. This is a “Wake up and smell the coffee” “Think outside the box”, next some brands will catch this insight and will get on track of it.

**put examples**

As part of our Offensive Line

GM/Chevrolet: New Generations

The concept is clear: New Silverado for New Generations. This ad played in the second quarter of the game uses the EV Truck to make an “homage to some unanswered questions to the ending of the series,” according to Chevrolet Marketing VP Steve Majoros. HBO’s classic series “The Sopranos”.

Viewers received this work with nostalgia as the show’s opening scene remake starred Jamie-Lynn Sigler as Tony Soprano’s daughter Meadow, reuniting with her brother AJ (Robert Iler).

Nostalgic, a powerful feeling that when is well triggered, it connects.

Ubereats: Uber Don’t Eats (Teaser)

The spots features a variety of celebrities like Gwyneth Paltrow, Trevor Noah and Nicholas Braun from Succession to demonstrate a single message: Uber Eats is not an app just for ordering food, a shift Uber made during the pandemic that not all the people had catched yet.

Nevertheless, there was a part of the audience who catched the joke on social media.

Toyota: The Joneses

Comedy is gold, this year, Toyota´s ad for Tundra starred the jones Tommy Lee Jones, Leslie Jones and Rashida Jones—plus the rogue Nick Jonas, changing the group’s name to the joneses.

Lays: Stay Golden

As we said, nostalgia is a powerful feeling, and comedy is gold. Now imagine the two combined and you get some Lay’s.

Paul Rudd and Seth Rogen played in this remarkable ad where the buddies sat down to remember some of the good times after a concerning wedding.

You may not like the chips, but you may like the drip of talent here.

The bench 

Not because your brand is in a Super Bowl commercial ir means that the ad will be stunning, some of them are just what you may want to avoid. Here are the 1 star ads for this LVI edition:

Wallbox: “Can #Supercharged Seth embrace electricity again?”

The problem here is not the execution, indeed  the story of the ad which indeed is though, the problem here is the message itself, overcoming the fear of electricity by using a safe electric car charger.

Wallbox is trying to embrace us with a fear we don’t even have with a product we barely talk about.

When you are creating concepts, make sure your core message is indeed part of people’s lives, or at least a trending topic.

Michelob Ultra Organic Seltzer, “Caddy”

Again, the execution is good, but the message is really important for people to hear? Even the golfer Brooks Koepka, who is the protagonist in the ad, seems not to care about the zeroes in the drink.

Best Ad so Far

In every sport there are legends that will be remembered each generation, same thing happens with some ads that just nailed it, keep reading it may kick an old memory inside your head:

Britney Spears for Pepsi 2002

Two decades ago Pepsi starred Britney Spears, the top artist on the show by that time where she played how people have enjoyed drinking soda over the years in different ways.

Budweiser’s Frogs 1995

Simple ideas always hit better, Coinbase showed us this year, but back in 1995 a couple of friends called Bud and Weiser taught us the same lesson.

Apple 1984

Even if you weren’t born by that time, you probably remember this ad.

The message is clear: Revolution is here IBM, we came to make it clear.

So clear that it didn’t need to show any product.

If none of these ads kicked your memories, tell us, is there another ad that you remember from your childhood until these days?

 Who’s Back & Who’s Missing

There are brands that in some way become a part of the show, every year you know Amazon or Walmart will be present between every quarter of the game.

But suddenly the LVI edition is finally here without Coke with the polar bear opening happiness. In other cases, brands like Gillette are back on the field after 16 years with a 30 second spot.

Let’s dive in why one is not coming, and why the other is back:

Coke

This is the second year they skip the Super Bowl and for the first time the Olympics too.

The decision of not having pre-game or in-game ads is because the company will prioritize sporting events later this year like NCAA March of Madness, Nascar, and more where experiences and “moments of Real Magic” can take place with their fans.

Another possible reason, according to AdAge, is that brands often launch new products in Super Bowl ads, but lately Coca Cola seems not interested in “big splashy innovation plays”.

In addition, Pepsi, the primary competitor, is a NFL sponsor. They have trademark rights when Coke can’t even say Super Bowl or the Big Game.

Gillette

One legend is back on game for the launch of GilleteLabs with the Exfoliating Bar razor system. The reason is simple, the brand believes this deserves a national stage.

The ad shows a morning-shaving routine in a bathroom where everything falls right in place, easy and smoothly just how using the new razor feels like.

The launch doesn’t stop here, a Roller Skating in Santa Monica was hosted by Gillette under a metaphor for how the razor just needs one efficient stroke to provide shaving and exfoliating.

The Debut

Last year we saw how Facebook rebranded itself bringing us Meta, who debuted in Super Bowl commercials with a spot sending a clear message: metaverse is here.

It recreates a future with VR and it’s called “Old Friends, New Fun”, it shows a restaurant called Questy’s during the trailer, which is fictional. The trailer pretends to capture emotional reactions from the audience by setting a mood inspired in childhood’s memories and inviting people to be a part of this new experience.

A crucial question came to the minds in Meta’s team, is people ready for this mass technology adoption? Last Holidays, the Oculus App reached no. 1 trend on Apple’s download charts, definitely a mass adoption. One of the campaign’s goals was to give people a reason to be a part of the Meta new world. Meta also wanted to unlink itself from internet and social media related branding, calling for an accessible virtual world through Meta Quest goggles.

This Super Bowl ad represented a more dynamic world, “showing that VR is this uniquely social experience… it is the foundation of what will become the metaverse” Kaufman said.

Fun fact, the characters shown in the ad are avatars of real community members.“It’s the first Super Bowl spot you’ll actually be able to walk into,” Kantor said.

Halftime show (brand and artist)

Why launch ads for the game, when you can take over the halftime show? Pepsi-Cola for the second consecutive year is skipping what most brands are doing, bringing the show hype with rap legends. This year we had Dr. Dre, Snoop Dogg, Eminem, 50 Cent, Mary J. Blige and a not so old but still star, Kendrick Lamar.

For the trailer of the event, we can appreciate a cinematic style to represent the “epicness” this kind of show with this kind of performers deserve, similar to what we saw last year with The Weeknd.

The show was epic itself, we could enjoy high energy from the evolution of hip hop during the last three decades, we had an unforgettable upside down 50 cent moment, we saw how Dr Dre, still D.R.E. over the years. We loved how legends still friends

Surprises about SB, interesting  Facts

• Super Bowl Ad Cost in 2022

NBC (Super Bowl’s broadcaster this year) did not report the price of every ad,

But, in September an executive said 30-second spots at the time were sold for $6.5 million.

• Sorry, We are Sold Out

NBC Universal had less than five units available for advertisers back in September, nearly selling out all of its advertising inventory.

• NFT

“The NFL is giving Super Bowl attendees free NFTs that commemorate their tickets and serve as digital keepsakes. The token is unique to their respective section, row and seat.” AdAge.

The league issued more than 250,000 complimentary NFTs tied to tickets during the season

Really worth it for brands?

The SB with no BS

As everything in life, it depends.

Before diving in if Super Bowl Ads are worth it for brands, we need to make clear for what purposes does this ad space work and if brand goals behind their campaigns match.

According to a study from the University of Minnesota Carlson School, this is what advertisers can expect:

• 16% word-of-mouth increase (online and offline conversations) the month of the game.
• 22% percent word-of-mouth increase a week after the Super Bowl.
• 68% percent word-of-mouth increase solely online on the Super Bowl day.

Another interesting fact is that according to a study from Communicus, 80% of Super Bowl ads don’t help sales.

Showing your brand in the game is good for massive exposure, brand awareness and generating buzz around. Super Bowl ads are the perfect go-to for companies who want to reach millions of people in just 30 seconds.

But if a brand plans to hit the sales record of the decade by starring some super-star in who knows how million dollars ad for Super Bowl, they may want to consider better places to put their money.

Last Touchdown

This year’s Big Game brought us new things to remember:

An epic halftime show with GOATS

We learned that to thrive in Super Bowl ads, you don’t need a super star by rule of thumb, you just need a great idea, powerful enough to melt down your website for a few hours.

NFT’s well played, can have a valuable meaning for your community, the NFL nailed it.

Placing ads for the Super Bowl, doesn’t mean you are going to have sales, but the sure thing is people are gonna be talking about you for a few weeks, and maybe they will recall your product later on.

Now tell us, what was your favorite highlight?

See you next game

Referencias