Digital Marketing Campaigns Spotted in Super Bowl Commercials
February, 18 2022
The Super Bowl is the biggest sporting and television event in America. With about 100 million U.S. viewers, it’s the perfect opportunity for brands to get in front of consumers. However, building personal connection with viewers is key for advertiser success. We broke down the top three marketing trends that were prevalent in spots this year and effectively connected with target audiences.
1. Celebrity Appearances
Celebrities continue to be a major element of Super Bowl advertisements. Year after year, brands raise the stakes in regard to notable celebrity appearances. This year was no exception. From popular stars like Zendaya (Squarespace) and Pete Davidson (Hellman’s), to iconic duos including Seth Rogen and Paul Rudd (Lay’s), the 2022 Super Bowl ads featured all of our favorite A-listers. Advertisers made sure to include prominent figures from all industries including athletes, actors, chefs, and more. As brands continue to rely on notable celebrities to promote their goods and services, we are reminded of the importance of influencer marketing and how it contributes to brand awareness and credibility.
2. COVID Fatigue
This year, Super Bowl advertisements served as an escape from, rather than a reminder of, COVID-19. In fact, an advertisement promoting an at-home, smart device for COVID testing (Cue Health) was the only commercial that made explicit mention of the ongoing pandemic. The majority of advertisers opted for light-hearted entertainment to promote their brands, specifically focusing on the use of humor. Amazon’s “Mind Reader” ad poking fun at Alexa’s eerie omnipresence is a prime example, as well as Uber Eats’ “Uber Don’t Eats” ad in which celebrities consumed a wide array of household items to promote the range of the delivery service. What do these teach us? Brand efforts don’t always need to be complicated to be successful. Sometimes, transmitting joy is the best way to connect.
The most memorable Super Bowl ads this year utilized a highly prevalent 2022 trend: nostalgia. To promote its all-electric Chevy Silverado, Chevrolet recreated the opening scene to HBO’s The Sopranos, an American crime drama television series that ran from 1999 to 2007. In an ad for Rocket Mortgage, Anna Kendrick explains how Rocket’s suite of products mitigates the hurdles of modern homeownership using classic kid toys like Barbie’s Dreamhouse and Skeletor’s Castle Grayskull. Jim Carrey dusted off his character Chip Douglas from the 1996 film The Cable Guy to star in Verizon’s Super Bowl ad promoting its ultrafast 5G wireless network. All of these tugged at viewers’ heartstrings, influencing them to associate brands with “the good old days.” When it comes to marketing, leveraging old memories to build positive emotional connections with customers is a great way to boost sales.
What was your favorite Super Bowl advertisement? At Noisy Trumpet we strive to stay ahead of the curve by familiarizing ourselves with the latest in digital marketing trends. Do you or your business need help navigating the evolving world of digital media? Contact us today. We’re just one call, like, follow, tweet, and DM away!
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