Theis not solely a championship recreation for professional soccer, it is also the largest day in promoting, with high manufacturers aiming big-budget commercials at an anticipated viewers of greater than 100 million viewers. Many of these corporations are releasing their advertisements early, hoping to generate buzz earlier than the February 11 recreation.
There’s loads on the road for companies, which this yr are paying $7 million for 30 seconds of air time throughout Super Bowl LVIII. A profitable business can, cement buyer loyalty and even enhance gross sales.
“It’s the last tent-pole mass media event at the moment,” Kofi Amoo-Gottfried, chief advertising officer for DoorDash, which has a business on this yr’s Super Bowl, informed CBS MoneyWatch. “It’s the one time you have left where you can have 100 million people-plus paying attention to the same thing.”
Super Bowl LVIII will broadcast dwell on Sunday, February 11, at 6:30 p.m. Eastern time from Allegiant Stadium in Las Vegas, Nevada, on CBS and Nickelodeon, in addition to on streaming on Paramount+ (CBS and CBS News are owned by Paramount Global.) Here’s how you can watch the Super Bowl.
Super Bowl commercials 2024: Playing it secure
Based on what’s seen within the commercials launched forward of the sport, this yr’s crop is avoiding controversy, maybe as a result of final yr’s backlash in opposition to Bud Light over its advertising take care of transgender TikTok star Dylan Mulvaney and the politics of a presidential election yr.
“The first Super Bowl spots to be released embrace light humor,” mentioned Northwestern University advertising professor Tim Calkins. “This isn’t a surprise; safety is key when advertising on the Super Bowl so most advertisers will stay far away from controversial topics.”
Here are a number of the Super Bowl commercials and teasers already launched forward of the sport.
The beer maker goes for nostalgia with its one-minute lengthy business that includes its well-known Clydesdale horses. In the spot, a blizzard threatens to cease a supply of Budweiser, till a workforce of Clydesdales are hitched to an old school wagon loaded with kegs. They journey over a snowy highway and right into a city the place a bar is working low on Budweiser, saving the day.
The horses are greeted on the town by a Labrador retriever, one other nostalgic callback to earlier Super Bowl advertisements that characteristic each the long-lasting Clydesdales and a lab.
This humorous advert for what BIC calls “the most borrowed lighter” options Snoop Dogg, Martha Stewart and Willie Nelson as they banter about the benefits of utilizing the EZ Reach lighter to gentle, effectively, all types of issues.
The journey reserving web site options Tina Fey as she makes use of physique doubles to check out a wide range of journey experiences — with the doubles together with her former “30 Rock” co-star Jane Krakowski in addition to actor Glenn Close.
BMW’s 60-second advert for its electrical BMW i5 automobile options actor Christopher Walken going via his as everybody he encounters — from actress Ashley Park of “Emily in Paris” to this yr’s half-time performer, Usher — imitates the legendary actor’s distinctive talking voice and dance strikes.
The tagline? “There’s only one Christopher Walken. And only one ultimate driving machine.”
“The reality is everyone has a Walken impression. But there’s only one original,” Rich Silverstein, co-chairman of Goodby Silverstein & Partners, which created the advert for BMW, famous in a press release.
DoorDash is making an uncommon play this yr within the Super Bowl, with its advert dangling aproviding one viewer the possibility to win all the things that’s marketed in the course of the championship recreation. Yes, that features each automobile, just like the BMW talked about above, and each non-alcoholic meals merchandise, together with mayonnaise and Reese’s peanut butter cups.
The traditional ice cream model is marking its Super Bowl debut with a humorous spot about an airline passenger in ache asking if there’s a physician on the airplane. “Dr. Umstick” replies that he is a physician, however moderately than offering medical assist, he comforts the opposite passengers and flight crew with Drumstick ice cream cones.
The spot options comic and actor Eric André.
The E*Trade child, who made his Super Bowl debut in 2008, is again as soon as once more for yet one more spot within the huge recreation. This time, the speaking child has a diminutive buddy, with the tiny pair taking over grownup opponents in a recreation of pickleball whereas speaking monetary planning as a substitute of smack.
The craft market is promoting its new “gift mode,” a service that helps consumers discover items for others. The advert options Americans making an attempt to determine what to present France as a thanks current in trade for the Statue of Liberty.
Lindt chocolate model is airing its first Super Bowl advert on Sunday with a spot referred to as “Life Is a Ball.” The 30-second spot contains a red-foil wrapped Lindt chocolate ball because it bops round individuals having fun with the chocolate to the peppy tune of Perry Como’s 1957 music “Round and Round.”
The soda places the tagline “having a blast” to the check with actor Aubrey Plaza, who makes use of her trademark deadpan supply to underscore how consuming a Mountain Dew, or MTN DEW as proprietor PepsiCo now types it, can enliven any scenario. The ending additionally has a cameo by one in every of her “Parks and Recreation” co-stars.
The sweet model, making its Super Bowl, debut teased actor Addison Rae educating a thriller pupil some dance strikes for his or her huge business debut, along with her noting, “That was cute!” in a barely doubtful tone. The pupil, revealed within the full-length spot, is a big NERD gummy sweet, who shimmies to “Flashdance … What a Feeling.”
This advert additionally marks NERDS’ producer Ferrara’s first Super Bowl advert.
The yogurt model’s advert options comic Martin Lawrence and NFL Hall-of-Famer Shannon Sharpe as they ponder what to do about their golf cart, which they’ve pushed right into a water hazard. Sharpe suggests a tow truck, which Lawrence — who’s consuming an Oikos yogurt — scoffs at, exhibiting off his yogurt-fueled tremendous power as he offers with the scenario on his personal.
The actual property firm will run a spot that includes an actual home-owner in Atlanta exhibiting their dwelling through Opendoor’s Virtual Assessment, which is a digital exhibiting of a house that stands in for an in-person tour. The advert will likely be dwell, so the corporate proper now could be previewing the spot with two teasers. Here’s one in every of them.
The Oreo spot imagines individuals all through historical past twisting an Oreo to make huge choices — if the frosting is on the best aspect of the cookie, they’re going to make one alternative, but when it is on the left aspect, they’re going to make one other. The spot contains a cameo by actuality TV star Kris Jenner, who’s depicted within the mid-2000s twisting an Oreo to resolve whether or not she and her household will star in a brand new actuality present.
CBS News dad or mum Paramount+ could have a humorous spot that includes “Star Trek” actor Patrick Stewart and different characters from Paramount exhibits as they scale “a mountain of entertainment.” Look for stars together with Drew Barrymore and “Survivor” host Jeff Probst, in addition to animated characters similar to Peppa Pig.
The fast-food chain has a 60-second spot that includes actor and comic Ken Jeong, who’s awoken after spending 52 years frozen in a cryogenic tank as a result of he was awaiting the invention of one of the best rooster wing. Along with discovering Popeyes’ new wings, he encounters different new innovations, together with driverless automobiles, drones and therapeutic massage chairs.
The business from ad-supported streaming service Pluto TV, which can be owned by Paramount, imagines farmers rising crops of “couch potatoes” — fields of individuals in potato costumes who, sure, sit on couches and watch streaming exhibits.
PepsiCo’s lemon-lime drink Starry options singer Ice Spice and two animated mascots in a humorous advert about desirous to attempt different forms of drinks.
Actor Jason Momoa tells actors Zach Braff and Donald Faison from the aughts TV comedy “Scrubs” that his Super Bowl watch celebration is canceled as a result of his cable is out. Cue a “Flashdance”-inspired song-and-dance routine with Braff and Faison praising the benefits of T-Mobile’s dwelling web. Momoa busts some strikes and exhibits off his pipes.
Intuit TurboTax could have a spot that includes “Abbott Elementary” creator and co-star Quinta Brunson and directed by Taika Waititi. The 45-second advert will air within the second quarter of the Super Bowl; for now TurboTax is airing a teaser with Brunson.
Uber’s meals supply service Uber Eats could have a star-studded advert that includes Victoria and David Beckham. In a comical teaser for the spot, the ability couple poke enjoyable at a viral scene from their Netflix documentary “Beckham” through which the soccer legend calls out his spouse as she makes an attempt to explain her privileged life rising up as working class. In the Uber teaser, Victoria describes the upcoming advert as occurring “during the big baseball game,” as her husband chimes in to “correct” her. The tagline: “No matter what you forget, just remember Uber Eats on Super Bowl Sunday.”
A second teaser for Uber Eats options Grammy-nominated musician Jason “Jelly Roll” DeFord, who seems to be at himself within the mirror, having forgotten his face is roofed in tattoos. “They’re everywhere and they’re horrible!” the Nashville singer exclaims.
—With reporting by the Associated Press.