Marketers went for more recognizable tracks in their SuperBowl ads this year, including classics by Ray Charles, the Staple Singers and Electric Light Orchestra.
Amazon’s big-celebrity, broad-joke, familiar-song approach was common for synchs this year, in contrast to the more somber, pandemic-era 2021 Super Bowl advertising landscape emphasizing downbeat scores and sentimental ballads.
Publishers aren’t complaining about the tonal shift, as catalog synchs generally bring in more money than contemporary tracks. “Especially for the premier, classic stuff we’ve got, the fees have been quite strong,” says, partner and senior vp creative and head of synch for Primary Wave, whose sole Super Bowl synch was the Charles track in the Nissan spot.
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