NEW YORK (AP) — Advertisers bet big that viewers were turning to the Super Bowl for a comforting escape, and delivered a series of advertisements that relied on familiar celebrity faces, light humor, and plenty of cuddly dogs.
This wasn’t a year for edgy humor or experimentation. After the global pandemic, with economic uncertainty looming ahead and the war in Ukraine stretching on, advertisers just wanted people to feel good.
And it worked.
“This year’s ads took a very light touch and focused on being fun and making the viewer feel good,” said Charles Taylor, marketing professor at Villanova University. “Most followed a clear formula of combining A-list celebrities with humor, with some using nostalgia and/or music to good effect.”
Super Bowl advertisers each year try to reach the more than 100 million people tuning into the broadcast. It’s a pricey proposition: ads can cost as much as $7 million for 30 seconds.
It was a year of change for the Super Bowl since other alcohol ads were allowed to air after Anheuser-Bush gave up its exclusivity deal and the halftime show sponsor changed from Pepsi to Apple music after a decade.
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Super Bowl ads use nostalgia, star power and light laughs https://t.co/0Cc63R0q1Y pic.twitter.com/BX0xqVLkL8
— The Hill (@thehill) February 13, 2023
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