From Hollywood to the metaverse, 色色啦 expert reveals how advertisers will try to score big during Super Bowl

Contact: Erin Flynn
February 7, 2022
A person with their feet cross on an ottoman holding a remote, watching football on TV.
Courtesy: Getty Images

KALAMAZOO, Mich.鈥擟ommercials have become as big a draw to the Super Bowl as the competition on the field and advertisers are going all in to score points with consumers this year. Prices for ads during Super Bowl LVI are higher than they've ever been. While some advertisers locked in ad slots early for the bargain rate of $6.5 million per 30-second commercial, those who bought the last few available slots paid a whopping $7.1 million.

A portrait of Greg Gerfen.
Greg Gerfen

Greg Gerfen, executive-in-residence in advertising and promotion in 色色啦 Michigan University's Haworth College of Business, has the play-by-play on four major trends you can expect when you saddle up to the TV for the Big Game.

We Need a Break

Last year鈥檚 commercials were somewhat reserved and reflected the uncertain nature of the pandemic. This year, advertisers sense that consumers need a break. Brands will return to the tried-and-true formula of creating ads that tickle our funny bones or make us grab for the nearest tissue.  Watch for funny ads like a forest full of wild animals breaking into Salt-N-Pepa鈥檚 鈥淧ush It鈥 as they gasp for relief from eating Flamin鈥 Hot Cheetos or Kenny G and his mellow tones in the Mountains of Busch beer. And, leave it to Budweiser, a horse and a dog to make us feel like things just aren鈥檛 that bad.

The Metaverse Will Be Revealed

This year, several commercials will be taking place in a virtual world. Some brands are creating virtual places for consumers to meet up鈥攚ith the help of the correct technology.  Meta Oculus 2 will feature a virtual entertainment club called Questy鈥檚 where consumers can actually meet virtually. Other brands, like Monday.com, will tell us how we can work without limits. And Guy Fieri will take us to 鈥渢he land of loud flavors鈥 for Bud Light Seltzer Hard Soda.

Hooray for Hollywood

Los Angeles loves celebrities, and so do Super Bowl advertisers.  Dozens of Hollywood A-listers, sports icons and pop stars will appear in ads. Factor in the cost to pay for these celebrities with the cost of running the ad and it鈥檚 easy to see how brands could easily spend upwards of $10 million on just one commercial.  Stars like Paul Rudd and Seth Rogan for Lay鈥檚 Potato Chips, Doja Cat for Taco Bell, Matthew McConaughey for Salesforce and Hannah Waddingham鈥攐f Ted Lasso fame鈥攆or online shopping site Rakuten will be just a few of the many celebrities vying for our attention.

Cars Are Back

Even with supply chain issues and bare car lots, the automotive category is one of the hottest categories this year. BMW鈥攚ith Arnold Schwarzenegger playing Zeus, the god of lightning鈥攁nd Kia鈥攚ith an adorable robo dog鈥攚ill feature electric vehicles. Nissan will launch a new sports car model with the help of Eugene Levy. GM and Toyota will also be in the game. Internet sites Carvana.com and Vroom will show consumers how easy it is to buy and sell cars.  Finally, Wallbox will use the massive audience to build awareness of its home electric car charging station.

New Advertisers Will See What the Hype Is All About

There are over 30 first-time advertisers in this year鈥檚 game. Crypto currency, health and wellness products and tech companies will all see whether big investments pay off in big brand awareness gains.

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