It is the only event that can bring together more than 100 million Americans at the same time in front of their screen. Sunday, Kansas City challenges Philadelphia on the ground, and Rihanna will ensure the show at halftime. And during the countless downtimes, viewers will discover ads that have never cost advertisers so much: $7 million for a 30-second spot. This year, exit the cryptos or the messages of social justice. In the midst of a “culture war”, brands are going back to basics, with humour, nostalgia and stars.
breaking Bad for the Pop Corners crisps
Walter White and Jesse Pinkman return to service. They don’t cook crystal meth but puffed cheese chips. It makes you want to redo the integral of Better Call Saul and Breaking Bad.
The rock grandpas for WorkDay
Paul Stanley of Kiss, Ozzy Osbourne, Billy Idol and other rock grandpas are self-deprecating for WorkDay, which offers Cloud solutions for businesses.
grease And Scrubs for T-Mobile
John Travolta gives back his voice, with the best friends of the Scrubs series, Zach Braff and Donald Faison. JD and Turk forever.
clueless for Rakuten
Alicia Silverstone puts on her high school skirt, 28 years after the cult film. Yes, the Super Bowl is mostly for people in their forties.
Will Ferrell for GM and Netflix
No nostalgia here, but a successful concept of double advertising, with product placement of General Motors electric vehicles in Netflix series and films, with Will Ferrell in Squid Games, Army of the Dead or Bridgerton.
Ben Stiller and Steve Martin for Pepsi
Who is the best comedic actor? No need for special effects when you can afford two talents of this caliber.
Jon Hamm and Brie Larson for Hellmann’s Mayonnaise
What are miniature versions of Jon Hamm and Brie Larson doing in a fridge? They’re about to end up in a ham (Hamm, get it?), brie, mayonnaise sandwich, eaten by Pete Davidson. Not bad.