This year's Super Bowl commercials chose to entertain and engage with viewers through nostalgia and humor, steering away from controversy and unexpected risks. While the Philadelphia Eagles delivered an impressive performance on the field against the Kansas City Chiefs, advertisers focused on comedic relief and familiar faces.
Eugene Levy's iconic eyebrows stole the show, detaching and fluttering like helicopters in a commercial for Little Caesars, while quirky commercials with old ladies joyriding for WeatherTech and a seal lamenting its flippers in a Mountain Dew advertisement added to the lighthearted fun.
Hollywood actor Glenn Powell humorously invoked the tale of Goldilocks in a Ram Trucks ad, while comedian Nate Bargatze showcased his comedic cloning escapades with DoorDash. Meanwhile, the stars of the 'Fast and Furious' franchise took a humorous pause in their adrenaline-fueled lives to enjoy Häagen-Dazs ice cream.
Tim Calkins, a Northwestern University marketing professor, noted that the thematic direction of this year's ads prioritized simplicity and safety to avoid contentiousness. This trend emerged during the ad development period in fall, coinciding with the heated U.S. presidential election. While the commercials were playful, Calkins remarked that striving to be both safe and memorable is a balancing act.
Prominent themes featured include nostalgia and celebrity pairings. Budweiser returned with its classic Clydesdales, while Meg Ryan and Billy Crystal humorously revisited their famous scene from 'When Harry Met Sally,' this time with a condiment twist.
A commercial for Jeep featured Harrison Ford reflecting on freedom, while Disney conjured thoughts of a world sans its iconic characters, further harnessing the power of nostalgia to draw in diverse viewership. Kimberly Whitler from the University of Virginia emphasized that utilizing nostalgic elements helps brands resonate across generations by tapping into shared cultural experiences.
Celebrities remained a focus, captivating audiences, though marketers faced the challenge of retaining brand recall amidst star-studded appearances. In a comedic turn, Catherine O'Hara and Willem Dafoe excelled at pickleball in a Michelob Ultra spot, while unusual pairings—David Beckham with Matt Damon, and Gordon Ramsay with Pete Davidson—added to the allure.
Meanwhile, targeted messages aimed at female audiences emerged in response to the sport's growing popularity among women. Novartis' message on breast cancer detection, Lay's heartfelt potato-growing narrative, and Nike’s empowering celebration of female athletes underlined this shift.
Simultaneously, brands ventured into addressing societal issues, such as Pfizer focusing on cancer cures and Hims & Hers raising awareness about obesity. Even with the humorous presentation, some ads, like Pringles', ventured into more bizarre territories, depicting flying mustaches in a stunt with Andy Reid and Nick Offerman.
Ultimately, the ads embraced humor, familiarity, and positivity to ensure a memorable Super Bowl experience, appealing to a broad range of viewers who value an uncontroversial yet engaging narrative that fosters unity and fun.
