On Sunday, actor Ty Burrell will fulfill a goal that has long been on his bucket list: taking part in a Super Bowl commercial. He put a lot of work into it. In a 30-second spot slated to air in the…
, with names like Oatly, Mercari, Vroom.com and Klarna, according to Kantar, a tracker of ad spending. Just seven new advertisers took to the Super Bowl in 2020 and 2019.
“These companies have tons and tons of money, and everyone is looking for a bit of a land grab, and what better place to do it than in the Super Bowl?” asks Jeff Gagne, senior vice president of strategic investments at Havas Media, a large media buyer. The networks once frowned on letting too many newbies fill their Super Bowl commercial breaks. In 2009, recession-challenged NBC let Cash4Gold to buy a spot in Super Bowl, giving entry to an advertiser more commonly associated with direct-response ads with lower production values. The ad featured MC Hammer and former “Tonight” sidekick Ed McMahon.
Some of the newbies are ringers. Irish Spring is a soap that has been around since the 1970s, and still conjures up memories of old ads in which a burly Irish man would cut a bar of soap with a penknife to reveal the stripes throughout, or a woman might tell viewers the soap was “manly, yes, but I like it too.
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