There are three types of people who watch the Super Bowl: NFL fans, Taylor Swift fans, and marketers (understandably, there is also some overlap between these three categories). 

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However, we are going to put the scorecard and the Travis X Taylor memes aside, and get into what went down in the ad break. The ad inventory for the Super Bowl has been sold out November 2023, as brands rushed to bag the prime slots, costing up to $7m for a 30-second ad.

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Needless to say, there’s a reason why ads are paying out at the big game. Let’s get into it. 

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Here is our best of Super Bowl Ads Round-up…

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T-Mobile - Magenta Status Audition Tapes

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Overheard at the T-Mobile HQ - “Just how many celebs do you reckon we pack into one commercial?” 

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This star-packed ad emphasises that there is no need to audition for ‘VIP Magenta status’ - a premium benefits package for T-Mobile. Having this many high-status celebs advocating for their business is a huge power move and highlights the ‘VIP’ USP. 

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Bet MGM - ‘Tom Has Won Enough’

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Less about the ad itself - and more about the ad placement - this is a very clever move from Bet MGM. The American Gaming Association estimates 68 million people bet on the Super Bowl this year, with more than $23 billion wagered on the game. So, Bet MGM is in the best place to be where their audience is and get their name out there. 

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The message? A funny take on the fact that Tom Brady has won too much and others need to have their turn - a nod to the NFL legend's seven Super Bowl rings during his playing career that appeals to millions of fans and creates camaraderie between the fans and the brand. 

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Read more about the $50 million commercial here. 

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ELF - Judge Beauty

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If you’re signed up for our newsletter, you’ll know we recently spoke about ELF’s  ‘Cosmetic Criminals’ campaign - a great campaign, but a mere pre-curser compared to this recent stunt. 

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ELF reunited the Suits cast for a court hearing whereby the criminal cost of makeup was put on trial. An excellent way to showcase their affordability USP, while aligning the brand with star that is Gina Torres.

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If it’s good enough for Gina, it’s good enough for us.

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Uber Eats - Don’t Forget Uber Eats

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Another ad that is jam-packed with faces we know and love, including David & Victoria Beckham, Jennifer Aniston, David Schwimmer, and Usher. 

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The key takeaway? Don’t forget about Uber Eats. A very powerful message showing Uber Eats are aware of their customer’s journey, who pause for thought when ordering takeaway and consider the variety of delivery options available.

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Also, a very iconic mention of the “be honest!” meme which took over the internet - adding to the brand’s lighthearted relatability and likeability.

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Pringles - Mr P

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One of my personal favourites and appealing to a Gen-Z audience with the message “Chris Pratt is giving Mr P” (language commonly used by Gen-Z users of TikTok). 

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… You gotta admit, he kinda is giving Mr P.

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CeraVe - “Michael CeraVe”

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I can’t tell who I prefer - Michael CeraVe as Alan in Barbie or as the face of CeraVe. 

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A potentially unlikely candidate for the face of the skincare brand. However, leveraging Michael’s last name is a clever move from the brand, and the unlikeliness of this association makes for even more conversation and buzz. 

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Find out more about the full campaign here.

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Homes.com - We’ve Done Your Homework

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Homes.com state on their website that they are “running the biggest marketing campaign in real estate history - and the results will be electrifying for all agents.” 

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The openness of the campaign results is a clever approach, as they clearly state the campaign will bring more visitors onto their website, which in turn will provide member agents with more visibility, as their profiles are boosted to the top of search results. 

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In short, as homes.com wins, so do its members - encouraging a further uplift in member participation as well as gaining brand recognition. Smart!

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Mayo Cat - Hellman’s Mayo

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I don’t have many words for this one, except cat lovers are going to love it and I’ll never hear the word ‘mayo’ in the same way ever again.

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Squarespace - Marty and Francesca make a website

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A very wholesome ad, showing an exchange between father and daughter (with huge generational differences), whereby the daughter teaches her dad how to make a website.

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An authentic, warming and storytelling-focused way to demonstrate that Squarespace is for all ages and abilities (the ad even demonstrates some of the functionalities, showing it really is as easy as it looks).

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Again, the ad also relates to a Gen-Z audience with the final line “this website slaps” (modern day Gen-Z TikTok’esque talk). 

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Dunkin’ - Popstar ft. Ben Affleck & Charli D’Amelio

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Affleck on the track… 

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If there’s one thing for sure, Dunkin has earned some serious brand recognition, as their iconic pink/orange colour combo is immediately recognisable. 

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Not only is there some serious branding at play here, the ad is funny, and it appeals to a wide audience - (e.g. those who get the “how’d you like them doughnuts” reference, and those who don’t). 

See more about what people are saying here.

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NYX Cosmetics - That’s Suspicious

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…cue those well-versed in TikTok immediately responding “that’s weeeeird” 

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A sound that was initially trending on TikTok has now made it to a million-dollar commercial, and it’s kinda breaking down the fourth wall. It will be interesting to see how TikTok trends will continue to transcend to other media platforms.

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The use of this particular trend is a short and sweet entry point to tease a new product release, and it works.

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Michelob ULTA - Superior Beer

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My favourite part of this ad isn’t Messi - although, a great choice for this lighter beer as part of a more athletic diet - it’s the common pain point that was addressed when the beer barrel ran out and he chose not to change his orde. Relatable, squashes the competition, and addresses the product USPs. Love it.

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M&Ms - Almost Champions

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… Wait, Scarlett Johansson doesn’t have an Oscar?

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Popeyes - The Wait is Over

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A futuristic tale whereby the novelties of the 21st century are explained to Ken Jeong - including robot hoovers, self-driving cars, drones, and of course - fried chicken. 

We do have it pretty good, don’t we?

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What will they do next…

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BMW USA - Christopher Walken in “talkin like walken” ft Usher

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Very few actors have a voice as recognisable as Christopher Walken, and BMW has played on this fact, comparing his uniqueness to the BMW. 

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This timely ad was slotted into the show just before Usher’s halftime performance, with the end line of “Don't you got somewhere to be?” 

Seamless, clever, and the social media team at BMW have even extended the ads impact by using #talkenliketalken on TikTok.

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Verizon - Can’t be broken ft Beyonce

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The entertaining ad earned Beyonce a staggering $30 million from Verizon. A lot of people are going to have to switch to Verizon to cover that fee… ouch. 

Beyonce killed it though.

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3 Key Takeaways 

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What can marketers doing ads on a budget take away from millions of dollars spent during the Super Bowl? 

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1. Humour and emotion still reign: no matter what, you can always capture hearts by connecting to viewers through laughter and heartwarming stories

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2. Brands are appealing to wider audiences: including Gen-Z. This is clear with phrases such as “it’s giving” and “it slaps”. Don’t be afraid to switch it up if it works for your brand, but be tactical in your execution. 

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3. Social Media is setting trends: ads are referring to social media trends (e.g. the famous Beckham “be honest” fiasco). By doing so, brands can create relatability and an “inside-joke” with their audience.

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