Advertisers who normally use the Super Bowl to create commercials that make your jaw drop instead were content if they could get just a little smile.
For the second consecutive year, Madison Avenue relied on a massive parade of celebrities to capture consumer attention, foregoing in many cases the social messages and dynamic creative concepts that have generated chatter in the past. Where the Super Bowl was once the setting for Apple’s still-talked-about “1984” commercial or Procter & Gamble’s clever insertion of Tide into a bevy of ads, it’s now become a place for formulaic cameos of famous faces.
“It’s like a celebrity arms race,” says Simon Bruyn, executive creative director at Mother, an independent agency. “It’s like one celebrity isn’t enough.”
Super Bowl viewers saw Danny DeVito join Arnold Schwarzenegger for State Farm; Pete Davidson work with Kate McKinnon for Hellmann’s; Heidi Gardner...
For the second consecutive year, Madison Avenue relied on a massive parade of celebrities to capture consumer attention, foregoing in many cases the social messages and dynamic creative concepts that have generated chatter in the past. Where the Super Bowl was once the setting for Apple’s still-talked-about “1984” commercial or Procter & Gamble’s clever insertion of Tide into a bevy of ads, it’s now become a place for formulaic cameos of famous faces.
“It’s like a celebrity arms race,” says Simon Bruyn, executive creative director at Mother, an independent agency. “It’s like one celebrity isn’t enough.”
Super Bowl viewers saw Danny DeVito join Arnold Schwarzenegger for State Farm; Pete Davidson work with Kate McKinnon for Hellmann’s; Heidi Gardner...
- 2/12/2024
- by Brian Steinberg
- Variety Film + TV
When it came to this year’s Super Bowl, Madison Avenue appeared to have hard marching orders: “Insert celebrity here.”
Ben Affleck. Bradley Cooper, Will Ferrell and Anna Faris were among the dozens of A-listers who showed up to hawk Pepsi Zero Sugar, T-Mobile, General Motors and Avocados From Mexico, among other items, in Fox’s telecast of Super Bowl Lvii. The allure of celebrity was so powerful this year that Mars Inc. benched its famous M&Ms spokes-candies in favor of a cartoonish ad led by Maya Rudolph. Famous faces even showed up for serious items such as Dexcom, a glucose monitoring system for diabetics that enlisted Nick Jonas.
“This year, we just wanted to be entertained. We want to forget things,” says Tim Curtis, a partner at WME who oversees celebrity endorsements,. After an era during which consumers have grappled with everything from a nation’s polarized politics to a global pandemic,...
Ben Affleck. Bradley Cooper, Will Ferrell and Anna Faris were among the dozens of A-listers who showed up to hawk Pepsi Zero Sugar, T-Mobile, General Motors and Avocados From Mexico, among other items, in Fox’s telecast of Super Bowl Lvii. The allure of celebrity was so powerful this year that Mars Inc. benched its famous M&Ms spokes-candies in favor of a cartoonish ad led by Maya Rudolph. Famous faces even showed up for serious items such as Dexcom, a glucose monitoring system for diabetics that enlisted Nick Jonas.
“This year, we just wanted to be entertained. We want to forget things,” says Tim Curtis, a partner at WME who oversees celebrity endorsements,. After an era during which consumers have grappled with everything from a nation’s polarized politics to a global pandemic,...
- 2/13/2023
- by Brian Steinberg
- Variety Film + TV
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