Live Coverage of the Super Bowl Commercials

Live Coverage of the Super Bowl Commercials

• Last year’s Super Bowl featured several ads that were political in nature. This year, companies have been focusing more on humor and nostalgia. • Cindy Crawford, Peter Dinklage, Morgan Freeman and Jeff Bezos are among the famous faces featured in ads during the game. “At the end of the day, a Super Bowl ad is about epic, over the top production value,” and the first quarter “was a little quiet in the end.” Still, Ms. Clark was a fan of the Tide ad and the Doritos-Mountain Dew ad featuring Peter Dinklage and Morgan Freeman lip-syncing to Missy Elliott and Busta Rhymes. ”I assume they’re going to comment on every single ad now from their handle.” Stella Artois will run a commercial featuring Matt Damon urging people to buy limited-edition chalices in order to give years of clean water to people in developing countries through a partnership with Water.org, which works for safe water and sanitation. “Millennials like brands that link themselves to a social cause,” Charles R. Taylor, a professor of marketing at the Villanova University School of Business, said. Some industry experts were expecting at least one major ad focused on women this year, perhaps tied to the #MeToo movement. “Some of the best ads over the last 10 years have focused on female empowerment, like the Audi daughter ad.” Women are generally much less visible in Super Bowl ads than men, even as Nielsen data shows that women were 47 percent of the audience for last year’s game. Greg Lyons, the chief marketing officer of Pepsi’s North American beverage unit, said the casting was not a reference to Mr. Dinklage’s “Game of Thrones” character, who advises a queen who owns dragons. Advertisers spent a combined $534 million on ads before, during and after the game last year, according to the research firm Kantar.

The End of Advertising As We Know It
Facebook Stories reveals 150M daily viewers and here come ads
Instagram Ads: The Complete Guide for Business

• Last year’s Super Bowl featured several ads that were political in nature. This year, companies have been focusing more on humor and nostalgia.

• Cindy Crawford, Peter Dinklage, Morgan Freeman and Jeff Bezos are among the famous faces featured in ads during the game.

• Will any brands make the #MeToo movement a part of their advertising?

• The New York Times is providing live, drive-by-drive updates and analysis from Super Bowl LII.

Peter Dinklage, who stars in “Game of Thrones,” appeared in a commercial for a new spicy flavor of Doritos chips.
Morgan Freeman appear right after Mr. Dinklage in a commercial promoting a new flavor of Mountain Dew.

“Typically, you see the great work is front-loaded and I guess my hope is that the better work is coming,” Wendy Clark, the chief executive of DDB North America and a former marketing executive at Coca-Cola, said at the start of the game’s second quarter. “At the end of the day, a Super Bowl ad is about epic, over the top production value,” and the first quarter “was a little quiet in the end.”

Still, Ms. Clark was a fan of the Tide ad and the Doritos-Mountain Dew ad featuring Peter Dinklage and Morgan Freeman lip-syncing to Missy Elliott and Busta Rhymes.

“The complete flip to Morgan Freeman, it’s just so good,” she said. “There’s a surprise aspect there and it’s really enjoyable watching those two characters rap — the complete 180 is fantastic.”

She added, “Functionally, you’re also thinking, ‘Oh my God, I would eat those together.”

Tide drew the laughs heading into the second quarter with a meta commercial starring David Harbour (“Stranger Things”) that showed a slew of setups for other ads, before interrupting itself with, “No, it’s a Tide ad.”

“I want to see how they bring it to life and on social,” Ms. Clark said. ”I assume they’re going to comment on every single ad now from their handle.”

Stella Artois will run a commercial featuring Matt Damon urging people to buy limited-edition chalices in order to give years of clean water to people in developing countries through a partnership with Water.org, which works for safe water and sanitation. That will be joined by a somber commercial from Budweiser, set to the song “Stand By Me,” focused on the company’s efforts to deliver cans of water to people affected by natural disasters.

“Millennials like brands that link themselves to a social cause,” Charles R. Taylor, a professor of marketing at the Villanova University School of Business, said. “What Stella Artois is doing with Water.org, I think, is really smart.”

Still, Stella Artois’s effort has spurred some skepticism, with news outlets fact-checking the ad’s claims and some viewers asking why Stella Artois didn’t simply donate the cost of the commercial to Water.org. The company, through a public relations firm, declined to say whether it had paid Mr. Damon for the appearance.

Pringles is running its first Super Bowl ad, starring the comedian Bill Hader, as it tries to popularize the notion of “stacking” chips with different flavors to arrive at a new, artificially flavored snack. (And, presumably, to encourage people to buy more than one pack of the chips at a time.)

Yuvraj Arora, a senior vice president of marketing at Kellogg, explained how to use the process to approximate the taste of chicken wings. “You take barbecue Pringles, buffalo…

Pin It on Pinterest

Shares
Share This