Across the pond, the Super Bowl is as much about the advertising as it is about the actual game. And it’s clear why advertisers would be interested in showing off their wares – 112 million people tuned in to watch the Super Bowl on TV last year, while 1.4 million watched via digital platforms.
Getting a coveted slot during the ad breaks does not come cheap. According to Forbes, a 30-second spot during last year’s game cost marketers an eye-watering $5m (£4.1m). That’s up from $4.5m (£3.7m) in 2015, and it’s a 66.6% increase from what the price was just six years ago.
But today’s brands can’t simply show the ad on TV – the digital activity is equally as important to engage the masses. As a result, trailers are released on social media months in advance to build anticipation.
Last week, Intel was quick off the mark with its Super Bowl teaser ad, featuring New England Patriots quarterback Tom Brady. The ad looks to convince viewers how “epic” people’s lives could be if they added a little slow-motion and mood music.
Meanwhile, Snickers announced it has signed up Star Wars actor Adam Driver to front its Super Bowl campaign. This marks the third consecutive Super Bowl appearance for Snickers’ “You’re Not You When You’re Hungry” campaign and the brand’s fifth appearance overall. Last year’s ad featured Willem Dafoe dressed as a hungry Marilyn Monroe.
In a statement, brand director Allison Miazga-Bedrick said: “Partnering with one of Hollywood’s most popular actors is just one way we’ll continue to raise the bar to deliver amazing Super Bowl spots. We know our fans are hungry for more, and we have plans that are sure to satisfy before, during and after the game.”
— Skittles (@Skittles) December 13, 2016
Sweet brand Skittles, meanwhile, has decided to ditch celebrities. It will instead focus on its long-running “Taste the Rainbow” tagline and is taking a more mysterious route in 2017 by posting a tweet telling viewers what not to expect from its Super Bowl ad. The ad will apparently be free of owls and “your own face staring back at you.” Your guess is as good as ours.