The Los Angeles Rams are taking on the Cincinnati Bengals during Super Bowl 56 on Sunday at the SoFi Stadium in Inglewood, California. But for many, the big show of the night will be the commercials.
NEW YORK — Super Bowl advertisers this year want Americans to forget about pandemic woes and focus on the future: of electric vehicles, mind reading Alexas, robots and cryptocurrency — and also to harken back to the nostalgic past of ‘90s movies like “Austin Powers” and “The Cable Guy.”
“Marketers are recognizing Americans have had a very heavy, difficult two-year period and are responding by bringing some good old-fashioned entertainment for Super Bowl Sunday,” said Kimberly Whitler, marketing professor at the University of Virginia. It’s because the ads, like the sitcom, will be “nothing too heavy,” O’Keefe said. “It’s funny, positive, and makes you happy — but doesn’t go too deep.”What does the future look like? Electric, if automakers have anything to do with it. With automakers back in full force this Super Bowl, BMW shows Arnold Schwarzenegger as Zeus, the god of the sky whose wife, Salma Hayek Pinault, gives him the EV BMW iX to spice up retirement.
Other advertisers are future forward too. Amazon’s spot shows real-life spouses living in a world where Amazon’s digital assistant Alexa can read your mind. In a regional ad, Samuel Adams shows Spot, the dancing robo-dog from Boston Dynamics, getting down with the brewer’s employees. “They need to educate the public on what their product is, why it’s not risky, and where they can access it,” Villanova’s Taylor said.Nostalgia is always a safe bet to win over viewers, and this year’s Super Bowl is no different.
In Michelob Ultra’s ad, a bowling alley run by Steve Buscemi unites superstar athletes from across sports enjoying some bowling in their off time: tennis great Serena Williams, former NFL quarterback Peyton Manning, the NBA’s Miami Heat all-star forward Jimmy Butler, WNBA star Nneka Ogwumike, top golfer Brooks Koepka and U.S. women’s soccer star Alex Morgan.
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