Super Bowl LIX delivered a star-studded lineup of commercials, with major brands shelling out an average of $8 million for a 30-second spot. While the Eagles may have taken home the Lombardi Trophy, the real winners of the night were the advertisers who managed to capture the attention of millions of viewers. Our team weighed in on the tactics behind some of the standout ads.
B2B Brands
This should come as no surprise, but AI is having a moment. Companies like Google, Salesforce, Meta and OpenAI highlighted their innovative use cases in creative spots. But many may wonder if advertising during an event typically geared toward consumers is the right move for B2B brands. While B2B marketing tends to focus on showcasing product benefits and ROI, there may be an opportunity to connect with potential clients on a personal level. This could help increase brand awareness and create a positive association with the brand. Plus, you get points for the unexpected approach.
Creators versus Celebrities
Influencer partnerships were a key strategy for many brands. Alix Earle's collaboration with both Poppi and Carl's Jr. was particularly noteworthy. By sharing her genuine love for Poppi in the lead-up to the game, Earle generated significant buzz and positive brand association. This organic approach, which included unsponsored posts and stories, fostered trust and authenticity. Earle's partnership allowed Poppi to reach a wider audience without relying on traditional advertising methods.
Streaming Power
Tubi's decision to offer free streaming of the Super Bowl highlights a significant shift in consumer viewing habits and the increasing adoption of Connected TV (CTV) channels. This strategic move not only capitalized on the massive Super Bowl viewership but also showcased Tubi's platform as a viable and accessible option for cord-cutters and those seeking alternatives to traditional cable or satellite TV. But that’s not all! Tubi's eye-catching commercial, emphasizing its diverse content library reinforced its commitment to catering to a wide range of viewer preferences. This multi-pronged approach – combining free access to a major sporting event with a compelling advertisement – served to solidify Tubi's position in the competitive streaming landscape and underscored the growing importance of CTV platforms in the future of television.
Overall, the Super Bowl provided a platform for brands to showcase their creativity and connect with consumers on an emotional level. With an estimated 100 million viewers tuning in, the Super Bowl remains one of the most significant advertising opportunities of the year, allowing brands to reach a massive audience and leave a lasting impact.
– Sammy Jordan, Senior Account Director and Media & Entertainment Practice Area Lead