Humor and a whole host of animals: WMU expert explains what to watch for in Super Bowl ads

KALAMAZOO, Mich.—On Sunday, Feb. 11, millions of Americans will be glued to their televisions for Super Bowl LVIII. Is it to watch the 49ers take on the Chiefs? Or is it to see how Travis and Taylor interact? Or, is it just to see what company has the funniest commercial? 

Whatever the reason for tuning in, all these factors add up to what experts are expecting to be the most watched Super Bowl in history, making it a can’t-miss opportunity for companies to promote themselves in high-profile and high-dollar ad campaigns.

Greg Gerfen, executive-in-residence in advertising and promotion and instructor of marketing at Western Michigan University, explains why the big game is such a big deal. “With viewership expected to be roughly 125 million, the Super Bowl represents the single largest audience available to advertise to at one time. To get the most bang for their buck, advertisers don’t treat their Super Bowl ad as a one-and-done event. Rather, brands have extended the Super Bowl window to begin as early as three weeks out from the game.”

Given the enormous captive audience, advertisers want to leave it all on the field, making sure their ads resonate with their intended audience.

Gerfen says companies this year are going on the offensive by staying with a playbook of what works. “This year’s Super Bowl advertisers seem to be following the tried-and-true recipe for success: Using humor and a whole host of animals, celebrities and superstars. Budweiser will bring out the Clydesdales and a dog, Michelob Ultra will feature soccer great Lionel Messi, a dog, Dan Marino and Ted Lasso.” 

In addition to focusing on celebrities and humor, Gerfen says there are five approaches viewers can expect advertisers to take during the game:

• Sticking to the tried and true: According to an Ad Age-Harris Poll survey, 69% of respondents across four generations (Gen Z through Boomers) want to see humor in Super Bowl ads. Animals, athletes, characters from shows or movies and celebrities top the list of who they want cast in these ads. 
• Scanning QR codes: Several brands plan to use QR codes, special word codes and ads to get the audience involved. For example, DoorDash will deliver each of the products advertised in the game to a lucky viewer. To enter, viewers will have to type in a code in the DoorDash app. 
• Swooning over Swift: The romance between Taylor Swift and Travis Kelce has been a hot topic for the NFL all season. Given that Kelce’s Kansas City Chiefs are on the field, Gerfen says, “Some brand will try to capture this lightning in a bottle. No specifics have been released yet, but if no one capitalizes on this, it could be a giant missed opportunity.”
• Selling nostalgia­: As Gerfen explains, “Nostalgia works because the Super Bowl audience is so broad and covers all age demographics.” Look for ads that provide a crossover of eras which could include current musical artists playing songs that Boomers or Gen Xers remember from their youth.
• Slowing down on AI: Using AI to make commercials is fraught with issues for advertisers. One reason is that AI often infringes on trademarks and copyrights. Another is that ads made with AI feel stiff and lack the human elements that allows them to connect with audiences, meaning advertisers will likely leave AI on the bench for this game.

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