Bolingbrook-based MacNeil Automotive Products will show a TV spot during the February 7 game for the third straight year, showcasing its WeatherTech floor mats and vehicle accessories brand to the more than 110 million-plus viewers expected to watch.
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But this year, amplifying a trend seen the past few years, advertisers seem to be playing it extra safe.
This year, the beer company has gone for a feisty anti drink-driving speech delivered by Helen Mirren, a self-confessed “notoriously frank and uncensored British lady”.
Ace Metrix has released the top 25 most-liked Super Bowl ads of the last 5 years, and Budweiser comes top with six ads over this period, followed by Doritos with four ads within this period, and then the automotive industry comes after and the food category coming up in the rear. Six celebrities such as Harvey Keitel and Serena Williams appear to praise the BMW Mini Clubman as a “chick car” and urge people to “defy labels”.
But it’s also just one piece of a much larger advertising plan that includes billboards and national TV and radio promotion.
“People want to be entertained”. “The Super Bowl is America’s great campfire”. Several dozen people were gathered in an undisclosed location and handed what looked like oven dials that were turned up or down in response to what they saw.
Of course, light-hearted humor will be in abundance when the Carolina Panthers and the Denver Broncos face off on CBS on Sunday. That tool lets marketers direct ads at consumers who share similar traits to its customers that SoFi identifies on Facebook using the platform’s Custom Audiences tool.
SunTrust said it hopes its first Super Bowl ad, “Hold Your Breath”, will start an ongoing nationwide movement promoting personal financial health. It featured a child’s death to highlight the risks of preventable household accidents.
Everyone – including Alec Baldwin and Amazon – know that the key to a great Super Bowl party is snacks! Last year’s ad starred Jeff Bridges meditating in a couple’s bedroom that was deemed by some as too esoteric. “But we can do so in a way that presents our ads only to the people who we think are potential members”.
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A shift began when Apple and its ad agency Chiat Day chose Super Bowl XVIII to introduce the Macintosh personal computer with a spot called “1984”, directed by Ridley Scott, the English filmmaker known at the time for “Alien”.
