Super Bowl advertisers use Breaking Bad stars, Jesus and Serena Williams to entice consumers

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Super Bowl advertisers use Breaking Bad stars, Jesus and Serena Williams to entice consumers
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Avocados From Mexico has brought in Anna Faris for one of the more risqué ads this year, which envisions a present where everyone is naked - including New York’s Statue of Liberty

Far from it. This year’s crop features gags, songs and superstars galore. Melissa McCarthy sings a jingle for Booking.com, Miles Teller dances to hold music for Bud Light and Adam Driver makes multiples of himself for Squarespace.

Some advertisements have remained tightly under wraps until the last minute, however. Dunkin’ Donuts is running an ad that reportedly will star Ben Affleck and Jennifer Lopez, although the brand has not confirmed it.If you have spent so much money, you want to be sure people will talk about your ad for a long time, says Scott Bell, chief creative officer of the advertising company Droga5, which has made several this year.

“If you use celebrity in a smart way, it’s huge,” said Rich Weinstein, a professor at VCU Brandcenter. “But with all of these celebrities, are people going to remember who each celebrity is attached to?” The nostalgia fits the mood of the times, he added. “Consumers are looking for a good laugh and to feel comfortable. It’s less about living in the problems the world faces today and more about leaning into nostalgia and having fun.”

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