Written by: Gabriella Morales
There are two major aspects to the biggest sporting event in America: football and commercials. The Super Bowl presents a unique opportunity for companies because it is one of the only televised games of the year where audiences actually look forward to watching the commercial breaks. Companies and TV networks realize this; in turn, ad spots sell for staggering amounts of money. This year, with only 77 slots available, FOX charged $5.6 million for each 30 second ad slot, with total sales estimated at $400 million. With a high price, high impact and low availability, companies pull out all the stops for their coveted 30 seconds. This year, all the ad slots sold out by November 2019, proving that preparation for this event is no joke. Viewers anticipate the originality and creativity of the upcoming commercials after seeing previews and teasers of the advertisements. But - I’m wondering if the cost, publicity and hype is all worth it in the end.
Super Bowl LIV commercials didn’t disappoint. A star-studded line up with artists like Post Malone and Lil Nas X lending their acting talents to companies - Bud Light and Doritos, respectively – proved effective. Ellen DeGeneres appeared with her wife, Portia, in an advertisement for Amazon Alexa, Bill Murray made audiences chuckle in the Jeep Groundhog Day commercial, Google made us cry with its “Loretta” commercial and Oikos made audiences laugh out loud with its bubble butt ad.
There’s always an angle behind these commercials. Some are political, some are inspirational and some pull at our heart strings. For example, the “Loretta” commercial was based on a true story about a Google employee’s grandfather and his late wife, Loretta. The grandfather performs the voiceover himself, and the pictures are real pictures of his grandfather and his wife Loretta. Talk about a heartwarming story! Michelob Ultra took a stand to help non-organic farmers convert their land to organic farmland with each 6-pack sold. Who knew drinking beer could be for a good cause? Kia inspired many young athletes who live in poverty that there is something better for them; if they work hard, they can achieve anything, just like Josh Jacobs. All of the commercials will stick in our heads for days and weeks to come. Since the show featured good advertising across the board, I believe all the costs associated with production, casting and getting a spot during the game is worth it.
The football game was definitely entertaining to watch, however, I’d have to say the commercials will have a far bigger impact on the viewers, like myself, than the game ever will. I’ll remember the Loretta commercial and how sweet an old husband’s love is far longer than who had the most passing yards in the game. The game didn’t make me cry or inspire me to choose a company that has vowed to make a difference, but the commercials did. So, the next time I’m debating between two different brands at the grocery store, I know I will remember these advertisements and purchase the product that made an impact on me and that is the whole goal of advertising.
