The kick is about to happen. The Angeles Rams Y los Cincinnati Bengals you see the faces in the SoFi Stadium. The Super Bowl LVI you live with emotion and nerve when you see the best NFL teams. The players are not the only ones to make a touchdown: also the brands that pay millions of dollars for an ad get into the diagonals to inject and take greenbacks to their pockets.
In the last seven editions of the NFL final game, about 732 million American viewers have seen the super sunday. The 2015 final was the most watched, with a television audience of 114.44 million people. The 2021 edition was viewed by 92 million viewersthe lowest figure since the 2006 version, according to data from extra.
With so many viewers during and after the meeting, brands use at Super Bowl as the main means to sponsor and publicize their products. To be visible in the most anticipated event of the year, a “moderate” amount of money must be invested.
As of 2016, the average cost for a 30-second TV ad is $5 million, and that value is rising. Would you pay that amount to promote your brand, product or service? But first of all: is it enough for you?
For this 2022 it is estimated that the cost per ad will exceed that figure. the television network NBC It has sold some spaces for 7 million dollars, which would represent a record for advertising in a Super Bowl, surpassing the average of 5.6 million for the 2021 edition.
The big game it has become a paradise for brands to generate publicity, sales and millions of views. Of the 4 hours of the Super Bowl, 50 minutes are dedicated to advertising.
We already know that all the Super Bowl spots cost millions, but what are the most expensive commercials in the history of the final of the National Football League? Here I bring you the top 5.
1. Amazon: #BeforeAlexa
The company of electronic commerce spent nothing more and nothing less than 16.8 million dollars in a 90-second ad in 2020. Starring the American actress and presenter Ellen DeGeneresalong with your partner Portia de Rossithe ad humorously showed what life was like before there was Alexathe audio assistant of Amazon.
This spot created by Dope5 London in collaboration with the Amazon work team, invites you to travel back in time with situations that can currently be resolved with the Amazon voice assistant, according to the company’s point of view.
It is not necessary to make a deep analysis of this campaign presented in the Super Bowl LIV, as Amazon wanted to boost and compare the amenities of daily life with the obstacles of the past. It worked? The campaign had more than 97 million views.
2. Google: Loretta
There are two words to describe this ad Google: emotional and sentimental. The giant of the internet searches He opted for the sensitive side of humanity, something that unites us all as human beings. This is the concept of a loss. The main message of this spot is “how not to forget”.
Loretta is a love story of a long-lived couple, whose memories and moments are revealed thanks to the Google Assistantthe google voice assistant (yes, it is the competition of Alexa de Amazon).
Google’s strategy is resplendent in creating an emotional bond with viewers. The loss of a loved one is something that everyone has experienced, either directly or who knows someone who has gone through such a difficult time.
Google remains firm with its advertising storytellingfaithful to create emotional messages and stories that make viewers feel identified with the brand and the product. For this ad, Google shelled out $16.8 million for 90 seconds of space in 2020, when the Super Bowl LIV between the Kansas City Chiefs and the San Francisco 49ers.
3. 84 Lumber: The Journey Begins
Probably the most controversial ad on this list. The American construction materials supply company showed the world, in 2017 (Super Bowl LI), his TV-themed spot immigration. During the short film, a mother and her daughter, both Mexican, are shown who venture to the trip to seek a better life within U.S, the well-known “American dream”.
84 Lumber stated that the first cut of his ad was denied by the fox chain for touching on completely political issues, since a wall was shown that made access to the United States impossible. Finally, the border wall scene was re-edited.
Rob Schapiro, creative director of 84 Lumber’s ad agency, told Business Insider that “the message behind this ad is that in this great land of opportunity, 84 Lumber is a company of opportunity.” What do you think?
To end this spot, the brand invested 16.2 million dollars for 90 seconds.
4. Ford: Go Further
“Go Futher” (“Go beyond”) was the name of the advertisement that Ford taught in the Super Bowl LI. The spot shows us occasions in which people get stuck, stagnant or trapped in life.
“No one likes to be stuck. That is why Ford is developing new ways to help you in life, ”says the American actor during the announcement. Bryan Cranstonin voiceover, accompanied by the music of the deceased Nina Simone. Occupying a motivational tone, the car brand wants you to hear inside your head the “Go further”, did you achieve it?
This 90-second ad cost 16.2 million dollars and was Ford’s first ad since 2004. On that occasion, the car brand launched a spot promoting the Ford GT driven at high speed on a race track. The average cost for 30 seconds in that year was 2.4 million dollars.
5. Chrysler: America’s Import
In this advertisement Chrysler for him Super Bowl XLVIII, Bob Dylan He is the narrator and protagonist. “America’s Import” appeared in the third quarter of the meeting between the Seahawks and Broncos. It lasted 120 seconds and cost 16 million dollars. Everything unfolds to announce the Chrysler 200 2015. Who was behind the wheel? Nothing more and nothing less than Dylan.
With the background of the song “Things Have Changed”, precisely created by Bob Dylan, you can see scenes of men and women committed to automotive development. The appearances of icons in North American culture stand out, such as Marylin Monroe, James Dean Y Julius Erving.
“Is there anything more American than America? Because you can’t import the original,” says the American singer in a voiceover.
To end with a flourish, Bob Dylan says: “Let Germany brew your beer, let Swiss assemble your watch, let Asia assemble your phone. We… will build… your car.”
I ask you: is there anything more “American” than that script?
What ads will we see in Super Bowl LVI?
Zeus – BMW
At the beginning of last week, BMW He took a few seconds’ sneak peek of his next ad. After that, the German car brand published on its Instagram account the covers of the main characters that participate in this short film, Zeus interpreted by Arnold Schwarzenegger Y Hera represented by Salma Hayek. It is expected to air during the Super Bowl LVI next February 13.
What’s your objective? Promote your electric cars.
Mind Reader – Amazon
If you are a fan of Marvel Y Black Widow, you will know which actress I am talking about. In a 60-second spot airing in the fourth quarter of Super Bowl LVI, Scarlett Johansson Y Colin Jost wonder what life would be like if Alexa could read minds.
If you saw the famous series of NetflixBlack Mirror, surely you will have a déjà vu.
Thrill Drive – Nissan
Do you like action and explosives? You can’t miss this spot. Starring the Emmy winner, Eugene Levywill make his debut in an advertisement for “Super Bowl”. In 60 seconds, “Thrill Driver” is part of a 360-degree campaign that presents the new models of the Japanese car brand, the Nissan Z and the Nissan Ariya. We’re expected to see him over the course of the fourth quarter of Super Bowl LVI.
In addition, it also has a luxury cast, with the participation of Dave Bautista, Brie Larson Y Call Gurira.
Are you ready for the 2022 Super Bowl?
The Super Bowl It is more than a game, it is the show that is sold to fans, it is the most anticipated event for brands to reach millions of people.
Every year we sit down to watch the Super Bowl with our family and friends, making the roast beef and having a good time, but sometimes what is behind the screen, the investment, the products, the profits and the meaning of each second in an advertising spot.
When you see an ad next February 13 when they face each other, think of all the minds behind the message.
Are you ready to see the advertising blitz at Super Bowl LVI?
