The ad, narrated by Tom Hanks, features journalists who have been killed or disappeared. They include Jamal Khashoggi, a Washington Post columnist who wrote critically about the Saudi crown prince.
While the New England Patriots bested the L.A. Rams on Sunday in Atlanta during Super Bowl 53, brands were also winning and losing off the field. Some spots, like Google’s ad about its translation service, charmed many viewers. But others like Mint Mobile’s ad about “chunky milk” fell flat.
CBS is almost sold out of its Super Bowl commercial inventory, according to people with knowledge of the network’s sales process, nearing an end to what is always a frenzied process to sew up millions of dollars in advertising revenue. The network has secured agreements for the last few slots it has available for broadcast in Super Bowl 53, the people say.
The world’s largest brewer will not say how much it is spending for nearly six minutes of commercials, but industry sources estimate it is more than $50 million. That is up from the $42 million that Kantar Media said the brewer spent for four minutes of ad time last year. It is only part of the company’s strategy to recapture market share from craft beers and Mexican imports.
Movie studios often use the Super Bowl to drop trailers for their coming blockbusters. Since last year, a rival source of video entertainment has been doing the same. Amazon Prime Video will return to the Super Bowl this year, dropping a 60-second trailer in the third quarter for Hanna, a new drama centered on a powerful young girl who must thwart agents who want to take her down, along with her father. The commercial will show Amazon getting more aggressive in the realm of big-game promotion.
Advertisers are hoping to provide some welcome distraction and entertainment as economic fears persist and the nation’s political climate remains sharply divided. As much as this year’s Super Bowl will be a battle on the field between the New England Patriots and the L.A. Rams, it will be a battle between advertisers over who gets the buzz — and who gets forgotten.
If you think that getting people to advertise during the Super Bowl is easy, think again. In truth, hooking advertisers on TV’s biggest annual event has become a harder sell. The Super Bowl draws more than 100 million viewers annually, resulting in outsize TV ratings and scads of valuable social-media reactions and pass-alongs. And yet, Madison Avenue is vacillating more about whether to buy an ad in the big game than it has in years.
Here’s the pop culture crossover you never knew you needed. For Stella Artois’ Super Bowl LIII ad, the beer brand has brought together two iconic — but very different — characters: Carrie Bradshaw ( Sarah Jessica Parker) from Sex and the City and The Dude (Jeff Bridges) from The Big Lebowski. And, hey man, you know what? This actually makes a lot of sense.
Super Bowl advertisers are continuing the trend of the last several years, holding back creative prior to the game. With a week to go before the big TV NFL event on Feb. 3, 24 brands with 60 pieces of creative — teasers and pre-release Super Bowl commercials — have aired on TV through Jan. 27, totaling $2.9 million in TV spend, down from the same period a year ago.