A variety of Super Bowl spots have already been released ahead of the Big Game. A common theme among the commercials is that they’re largely void of controversy. Advertisers are erring on the side of caution this year—leaning on humor, nostalgia, and celebrity cameos to grab viewers’ attention instead.
Super Bowl LVIII kicks off on Sunday, Feb. 11, as the San Francisco 49ers take on the Kansas City Chiefs at Allegiant Stadium in Las Vegas, Nevada.
More than 200 million Americans plan to watch the game this year, according to a survey from the National Retail Federation. Although a plurality will be tuning in for the football (44 percent), 18 percent of viewers said the commercials were the biggest draw.
The average cost of a 30-second spot at one of the most-watched events of the year is $7 million, according to The New York Times.
The Super Bowl has aired controversial ads in the past, such as General Motors’ 2007 commercial that featured a robot committing suicide and Groupon’s 2011 ad, which sparked backlash for referencing the crisis in Tibet.
However, Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management, told CBS News that “most advertisers will stay far away from controversial topics” this year. “[S]afety is key when advertising on the Super Bowl,” he said.
“Nobody wants to put their career on the line with a certain piece of Super Bowl footage,” he told Variety. “There is a huge incentive to be cautious.”
Bud Light’s Super Bowl Spot
Anheuser-Busch InBev—the parent company of Budweiser, Bud Light, and Corona, among other beer brands—will have three commercial spots during this year’s Super Bowl.Most notably, Bud Light, which is the “Official Beer Sponsor of the NFL,” will air a 60-second ad called “Easy Night Out.” The commercial features a “brand-new character” called the “Bud Light Genie,” who grants wishes for a group of friends during a night of “epic adventures.”
The ad leans heavily into humor and features several notable faces, including NFL Hall of Fame quarterback Peyton Manning, singer Post Malone, and UFC CEO Dana White.
The commercial is Bud Light’s latest attempt to mend its damaged relationship with consumers following its disastrous branded content partnership with transgender influencer Dylan Mulvaney last year.
Following a massive boycott of the brand, sales of Bud Light tanked across the country, and the company was swiftly ousted from its standing as America’s best-selling beer—a coveted spot it held for over two decades.
In a statement, Anheuser-Busch CEO Brendan Whitworth said the company “never intended to be part of a discussion that divides people.”
Bud Light’s senior vice president of marketing, Todd Allen, now says the company is looking “to get back to the humor the brand has been known for,”according to CNN.
“Consumers are expecting us to bring a little bit of light-heartedness and irreverence back,“ he said. ”So we listened and that’s what we’re bringing forward.”
Super Bowl Ads Avoid Controversy
Whether or not every Super Bowl ad that airs this Sunday avoids controversial elements altogether remains to be seen, but one thing is clear: many advertisers have chosen not to push the envelope.The vast majority of commercials—around 70, according to Variety—feature popular celebrities. Uber Eats tapped actress Jennifer Aniston and her former “Friends” co-star David Schwimmer as well as retired footballer David Beckham, fashion designer Victoria Beckham, and singer Jelly Roll to star in its ad spots.
Travel booking website Booking.com’s commercial stars comedian and actress Tina Fey. “With so many choices on Booking.com, there are so many Tina Feys I could be,” the actress says before noting she hired body doubles—including actress Glenn Close and her former “30 Rock” co-star Jane Krakowski—to “help her out.”
Hellman’s will air a humorous 30-second ad during the game’s second quarter that pairs its signature mayonnaise with “Mayo Cat” in an attempt to put a “paws” on food waste, according to a press release. The commercial also features the familiar faces of actors and comedians Kate McKinnon and Pete Davidson.
“I’m so excited to partner with Hellmann’s and my old pal Pete to spread awareness about food waste,” Ms. McKinnon said. “Hanging with Mayo Cat and enjoying leftovers is a perfect way to celebrate the Big Game!”
Coors Light enlisted the help of rapper LL Cool J, while Michelob Ultra pegged Argentine soccer player Lionel Messi, NFL Hall of Famer Dan Marino, and actor Jason Sudeikis.
Mars’ flagship product M&M’s will air a commercial featuring its classic chocolate-coated mascots who provide comfort to three NFL Hall of Fame players—Dan Marino, Terrell Owens, and Bruce Smith—after they miss out on earning Super Bowl rings in their Big Game appearances.
In a press release, Mr. Marino—who led the Miami Dolphins franchise as quarterback for 17 seasons—said the M&M’s campaign highlighted “the essence of sportsmanship” for him by “celebrating all players for the endless, demanding effort they put into their craft while enjoying the fun of the game.”
“Historically only one team walks away with a championship ring, but Mars’ inclusive message to inspire moments of happiness and to bring fun to everyone on and off the field really resonated with me,” he continued.
