NEW YORK (AP) Peyton Manning takes a family to Universal Parks & Resorts. Chris Pratt works out to get in shape to tout Michelob Ultra. Bill Hader takes a
break on set to snack on some Pringles.
This year’s Super Bowl advertisers are minding their manners. They’re trying hard to steer clear of everything from politics to the (hash)MeToo movement with
lightly humorous ads that don’t offend.
The goal is to capture the attention of the 111 million-plus viewers expected to tune in Sunday when the Philadelphia Eagles take on the New England Patriots.
Thirty-second slots are going for more than $5 million for airtime
alone.
Article continues below ... Last year
Adidas Tyler Seguin Jersey , ads that tackled political issues fell flat, like an 84 Lumber ad about immigration. And some thought the recent Grammy
Awards’ low ratings were because the show contained too many political moments,
such as Hillary Clinton reading from the Trump biography ”Fire and Fury.”
People are in the mood for ”political-free entertainment,” said Kim Whitler, a marketing professor at the University of Virginia.
Several ads will be taking a light-humor approach with mostly male celebrities. PepsiCo brands Doritos Blaze and Mountain Dew Ice are showcased in
two 30-second linked spots showing Morgan Freeman and Peter Dinklage in a
lip-sync rap battle.
In a Pringles ad , Bill Hader has a snack on set and introduces a made-up practice dubbed ”flavor stacking,” in which he mixes and matches different
Pringles varieties. M&Ms enlisted Danny DeVito to embody what happens when a
red M&M becomes a person after wishing on a lucky penny.
Keanu Reeves surfs on his motorcycle through the desert in an ad for Squarespace. Chris Elliott lives in a bio dome to tout avocados from
Mexico
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”They’re light hearted and good natured,” Whitler said. ”That’s on target with the mood of the country.”
”We’re exposed to so much constant negativity,” said Andy Goeler, a marketing executive at Bud Light. ”Delivering something just light hearted and fun is the
root at what beer is all about.” The brand’s two spots showcase a mythical
kingdom a la ”Game of Thrones” centered on Bud Light and the catchphrase ”Dilly
Dilly.”
Amazon’s 90-second fourth-quarter ad stars a bevy of celebrities who sub for the voice of Amazon’s Alexa voice assistant: singer Cardi B, actress Rebel
Wilson, star chef Gordon Ramsey and even actor Anthony Hopkins putting a
Hannibal Lector spin on things. Leading up to the halftime show, Pepsi’s ad
references past celebrities who have appeared in Pepsi Super Bowl ads: Britney
Spears
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Nonetheless, two Super Bowl ads are bucking the trend and sidling up to political issues, however obliquely.
Coca-Cola’s anthemic 60-second ad features varieties of Coke, from Coke Zero to the stevia-flavored Coke Life, quaffed by women, men and a person who uses
the ”they” pronoun.
”There’s a Coke for he
http://www.neworleanssaintsteamonline.com/tre_quan-smith-jersey , and she and her and me and them,” a voiceover states.
Coca-Cola executives say the ad highlights the diversity the company has always used in its advertising, adding that they consulted African-American and
LGBTQ groups among its own employees. A biracial couple and a person in a
wheelchair also appear in the spot.
”We want to celebrate all the people that make up the world,” Coca-Cola executive Brynn Bardacke said. ”We don’t want to exclude anyone.”
On the other hand, WeatherTech, which makes car mats and other interior car products, has a staunchly pro-American approach in its ad
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”At WeatherTech, we built our factory right here in America,” the ad’s text reads. ”Isn’t that the way it is supposed to be?”
It’s the fifth year WeatherTech has advertised in the Super Bowl touting its all-American operations. Founder and CEO David MacNeil said his ad doesn’t have
typical Super Bowl accoutrements – ”no ponies, no puppies, no pretty girls” –
but said it’s straight to the point about its message.
”Isn’t it just logical to build your own factory in your own country so your own fellow citizens can have jobs?” he said. He said he doesn’t believe the ad
might be divisive. ”It wouldn’t occur to me that I could offend anyone by
supporting my own country,” he said.
While the majority of advertisers release their ads ahead of time to try to drum up publicity, there are some holdouts. Fiat Chrysler usually appears during
the game without advance warning. Other advertisers that have remained mum about
their plans so far include E-Trade and Monster Products.
”It may be that advertisers with risky ads are waiting for the game
Mike Remmers Super Bowl LI Jersey , hoping to protect the surprise and break through the clutter,” said Tim Calkins, a marketing professor at
Northwestern University.
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