‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues

Super Bowl LVIII on Sunday delivered another nail-biter on the field but a lot of head-scratchers on the advertising front — hello, Temu and RFK Jr. — with just a handful of clever, albeit conventional, commercials cutting through the clutter. 

The Kansas City Chiefs secured a clutch win over the San Francisco 49ers in overtime at Allegiant Stadium in Las Vegas, fortifying their status as the next NFL dynasty. The night also acted as a Hollywood moment for fans who have tracked the relationship between Chiefs tight end Travis Kelce and Taylor Swift, capped off with a victorious kiss, though the excitement mostly stayed focused on the ups and downs of the game itself (with one of Kelce’s blowups achieving meme status).

Marketers seeking a similar moment in the sun relied on tried-and-true tactics, playing it safe in the wake of a year rife with culture wars controversy, though the realities of an election cycle and global strife still uncomfortably crept in. As with last year’s big game, too many companies relied on the mere presence of a celebrity (or celebrities in many cases) to score points, with humor, wit and a connection to the product curiously absent. A deluge of listless cameos ended up benefitting ads that actually had a distinctive angle, such as CeraVe’s winning, weird effort with Michael Cera or State Farm’s campaign playing on Arnold Schwarzenegger’s accent, the leader of the pack for USA Today’s closely watched Ad Meter

“The Super Bowl this year was the Kitchen Sink Bowl,” said Jason Harris, president and CEO of agency Mekanism, in emailed comments. “Advertisers tried too hard. Instead of one celebrity, they put in 5 or 6. Instead of one clear joke, they aimed for several. It was overly complex and hard to even

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Super Bowl LVIII: MSU experts can comment on advertising, marketing and cultural significance of halftime show | MSUToday

The Super Bowl is more than a football game: it’s a spectacle of entertainment. According to Nielsen ratings, eight of the 10 most-watched TV broadcasts in U.S. history have been Super Bowls. The other two in the top 10? The Apollo moon landing and Richard Nixon’s resignation speech.

This year, viewers will tune into the big game between the Kansas City Chiefs and San Francisco 49ers to watch the commercials, Usher’s halftime show and Taylor Swift cheering on Travis Kelce.

Michigan State University experts are available to discuss what makes a great Super Bowl commercial, how the NFL and brands use the Super Bowl to connect with consumers and the significance of the league’s investment in Black halftime performers signifies.

Marketing and advertising

Robert Kolt, professor of practice emeritus in the MSU Department of Advertising and Public Relations, has led an ad-rating gathering for faculty in MSU’s College of Communication Arts and Sciences for 27 years. He can discuss why the Super Bowl is such a big deal for advertisers and the components of a great Super Bowl ad.

Contact: [email protected]

“The great thing about the Super Bowl is that all the best commercials in the advertising business are showcased throughout the game. The Super Bowl is to the ad industry what the Oscars are to the movie industry. It’s an event that with a huge audience across all ages and demographics.”

“Super Bowl ads have to be unique and memorable and recognizable long after the game. They have to be high quality in production, and they have to make people laugh. But most of all, a successful Super Bowl ad must sell something. In the end, these commercials need to be successful in influencing people to go out and buy the product they’re advertising.”

Ayalla Ruvio is an

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