Today is Super Bowl Sunday and advertisers are steering clear of political messages in their multi-million-dollar commercials. Instead of tackling controversial topics, brands are betting on safer strategies to win over the massive viewing audience.
This year’s ads will showcase celebrities, tap into nostalgia, and aim for laughs – reflecting a broader trend of companies choosing entertainment over social commentary during America’s biggest sporting event.
Newsweek reached out to political consultancy Purple Strategies via online email form for comment.
Why It Matters
While the Philadelphia Eagles are battling the Kansas City Chiefs today, nearly one-third of viewers will be watching for the infamous commercials, according to a survey that VegasSlotsOnline provided to Newsweek. More than two in five viewers care more about the Super Bowl Halftime Show, ads and the overall social experience than the game itself, the study found.
“The Super Bowl is no longer just about football; it’s a full-scale entertainment event,” spokesperson for VegasSlotsOnline previously told Newsweek. “Whether it’s the commercials, the Halftime Show, or even social media discussions, brands have more ways than ever to engage audiences beyond the game itself.”
This comes as some of this year’s 80 ad slots cost have surged to $8 million, as reported by Variety for just 30 seconds of airtime. Companies have paid as much as $4.5 million for pregame ads. Ads typically run from 30 to 60 seconds.
What To Know
While the two teams are battling off in New Orleans, the commercials airing alongside the action are expected to double down on laughs and nostalgia, according to Tim Calkins, a professor of marketing at Northwestern University’s Kellogg School of Management, who told the Associated Press on Sunday that this was a complicated Super Bowl for advertisers.
According to Calkins, this year’s lighthearted tone is no accident as he noted that most ads were in development during last fall’s U.S. presidential election race with the priority being to avoid divisive themes while still being memorable.
“That’s the challenge this year. Everybody wants to be safe, but you also want to be interesting. Safe advertising isn’t the advertising you notice or remember,” Calkins told the AP on Sunday.
This is a shift from previous messaging in the last several years as some brands previously made Super Bowl ads touching on political and social justice messaging.
In 2019, Hulu‘s Super Bowl ad made a reference to the iconic Ronald Reagan re-election ad “Morning in America” to promote the third season of its dystopian thriller The Handmaid’s Tale.
In 2017 during President Donald Trump‘s first term, a Budweiser “Born the Hard Way” ad was made before Trump signed an executive order banning immigrants from seven Muslim-majority countries. The ad depicted Adolphus Busch arriving in America from Germany and the xenophobia he endures while traveling to St. Louis, where he meets his soon-to-be partner Eberhard Anheuser. Budweiser maintains that the ad is not political, according to Global Citizen.
Meanwhile, viewers have already gotten a taste for what’s in store this year. From Eugene Levy’s runaway eyebrows in a Little Caesars spot to British singer Seal transforming into an actual seal for Mountain Dew, brands are banking on humor to make a lasting impression. WeatherTech enlists four elderly women for a joyride, while Coors Light’s sloths struggle through a case of the Mondays.
Even Nestlé Coffee Mate gets in on the fun with a dancing tongue celebrating cold foam.
Meanwhile, Hollywood and pop culture references are also expected to be a theme during this year’s commercials as actor Glenn Powell puts a fresh spin on Goldilocks for Ram Trucks, comedian Nate Bargatze clones himself for DoorDash, and the “Fast & Furious” stars take an uncharacteristically slow cruise to enjoy Häagen-Dazs ice cream bars.
Nostalgia Sells
One surefire way to connect with audiences: take them on a trip down memory lane. Budweiser’s Clydesdales make a sentimental return, this time with a foal eager to join the delivery team. Meg Ryan and Billy Crystal reunite to reenact their classic When Harry Met Sally scene—except now, it’s a love story about Hellmann’s mayonnaise.
Brands like Disney, Booking.com, and Instacart lean heavily on familiar faces, featuring everything from Muppets to pop culture mascots like Mr. Clean and the Pillsbury Doughboy.
Kimberly Whitler, a marketing professor at the University of Virginia’s Darden School of Business, told the AP nostalgia-driven ads broaden their appeal across multiple generations.
Star Power and Celebrity Mashups
In a bid to stand out, advertisers are stacking their commercials with high-profile names. Michelob Ultra enlists Catherine O’Hara and Willem Dafoe for a pickleball showdown, while David Beckham and Matt Damon hilariously play long-lost twins bonding over Stella Artois.
Chef Gordon Ramsay and Pete Davidson join forces for HexClad, while an all-star cast—including Matthew McConaughey, Martha Stewart, and Greta Gerwig—crowds into an Uber Eats spot.
But with so many brands relying on star power, marketing experts warn that the approach can backfire. “There is a balancing act in terms of having celebrities in the ads,” Linli Xu, a professor at the University of Minnesota’s Carlson School of Management told the AP.
Serious Moments in a Sea of Laughs
Not all advertisers are aiming for humor. Pharmaceutical company Novartis highlights the importance of early breast cancer detection, while Dove takes a sobering look at how body shaming pushes young girls out of sports.
Hims & Hers addresses the country’s obesity epidemic, and the Foundation to Combat Antisemitism delivers a stark message with an unexpected duo—Snoop Dogg and Tom Brady discussing what they hate about each other.
While Xu expected more brands to embrace unity-focused themes, she notes that most are sticking to comedy in the wake of a contentious election year.
What People Are Saying
Linli Xu, a professor at the University of Minnesota’s Carlson School of Management told the AP on Sunday: “We just had an election year and there’s a lot of discussion around divisiveness. People might be wanting to see some unity, everybody coming together as a country.”
Mark Evans, executive vice president of sales at Fox Sports, told Variety: “(The Super Bowl) is the only place where you can aggregate legitimate scale with one commercial. It’s not like any other thing.”
What Happens Next
The Super Bowl will be played at 6:30 p.m. Sunday in New Orleans.
This article includes reporting from The Associated Press.
The post Super Bowl Commercials Expected to Shy Away From Politics appeared first on Newsweek.
