Every year the Super Bowl attracts millions of viewers and millions more in ad dollars. The rate keeps going up and despite facing a turbulent economy companies are willing to pay up, as the exposure is unmatched. Super Bowl ad rates are one thing that keeps going up even in a faltering economy.
According to the Associated Press, most 3-second ad spots cost anywhere between $6 to $7 million, and are never short of buyers. This year too, the ad spots for Super Bowl LVII were sold out despite the hefty price tag.
Unlike last year, where crypto ads dominated the Super Bowl stratosphere, 2023 witnessed a mixed bunch. While ads heavy on religion received some backlash, some absolutely mad angles had the audience guffawing.
Let us delve into the expensive mystery that is Super Bowl ads and why it attracts such diverse content.
Super Bowl Ads and Their Reach
Super Bowl night is sacred for most households. Fans throw parties and plan get-togethers to watch the extravaganza that is sport and entertainment combined.
And where there is the best of both worlds, there is a market for the expensive advertisement. According to Business Insider, ad spots for Super Bowl, back in 1967, cost around $37, 500. The number hit $1 million by mid-90s. It has continued to climb ever since.
By 2022, ad rates had jumped to around $6.5 million for 30-second slots. It also had an audience of 100.2 million.
Last year, the Super Bowl ads broke the Internet and the Coinbase website. The high was fleeting as late in the year, crypto crashed to record lows but there was no denying that the Super Bowl fanned the crypto frenzy.
Although companies can reach greater audiences for lesser money on platforms like YouTube, TikTok, and Instagram, Super Bowl reaches a wider demographic and ignites much more engagement on social media. The more controversial or unusual the ad, the greater the buzz.
The most unusual and eye-catchy Super Bowl ads of 2023
Super Bowl LVII was no different than other years. It featured multiple celebrities campaigning for different brands. Although the viewership and conversion rates are not fully trackable, the prestige of claiming a spot in the football championship brings advertisers like no other.
Dunkin’ Donuts
Can you imagine pulling into a Dunkin’ Drive-thru and finding Ben Affleck taking orders? Well, the Super Bowl ad for the donut-maker featured exactly that.
He even obliged fans with selfies and appeared to enjoy his job working the drive-thru window. But soon an unexpected customer rolls up – real-life wife Jennifer Lopez.
On being questioned whether this is what he does for work, Affleck informs his co-workers that he needs to go. But before he leaves, JLo asks him to grab her a glazed donut.
He Gets Us
A Come to Jesus moment. The Super Bowl ad on the “He Gets Us” campaign aimed to promote religiousness amongst Americans by showcasing Jesus Christ.
Two ads, one for 30-seconds and another long one for 60-seconds came from a nonprofit called Servant foundation. While the first ad showed children embracing and playing, the longer one depicted people engaged in arguments. At the end of the ad, the message “Jesus loved the people we hate” appeared on the screen.
Amidst increasing polarization and communal discord, the “He Gets Us” advertisement aims to increase the relevance of Jesus in American culture. A very religious message with a communal theme, the ad attracted much criticism.
Doritos
One of America’s favorite snacks, Doritos, did not disappoint. They roped in rapper Jack Harlow to market their product using a mad angle.
While watching someone else eat a chip, Harlow is mesmerized by its triangular shape and feels inspired to take up a new art form. He stops rapping and starts playing a triangular instrument because he wants to “do me,” driving the crowd wild.
Soon, everyone is following in his footsteps and beating out in tune to triangular fever. It eventually lands him a coveted award, where – you guessed it – he is eating Doritos.
One of the most off-beat Super Bowl ads, it also featured Elton John towards the end, finding fans across demographics.
https://www.youtube.com/watch?v=GYPYfEVU62U
Hellman’s Mayonnaise
A cringe-fest of puns, Hellman’s featured Brie Larson and John Hamm stuck inside a refrigerator. Why you ask? Well, their names. Brie as in cheese, and Hamm is well, ham. Together, they can be made into a sandwich.
And then there is Pete Davidson with the message “Make taste not waste.” Yes, we agree. Ads that are done tastefully are much easier on the eyes.
Besides, we really don’t think Don Draper would approve, nor would Captain Marvel.
If we watched this, it is only right that you share in our misery.
https://www.youtube.com/watch?v=8BV08HhBIG8
In the digital age, any publicity is good publicity, and brands know that the Super Bowl is a sure-fire way to get tongues wagging.
