In their high-priced spots, advertisers turn to celebrities to do the selling. Expect ‘more humor than usual.’
NEW YORK — This year’s Super Bowl ads are designed to entertain and go down easy, as Stella Artois brings back Carrie Bradshaw and The Dude and the Backstreet Boys and Chance the Rapper remix the 1990s classic “I Want It That Way” for Doritos.
With ads costing more than $5 million for 30 seconds of media time, advertisers are gambling that their spots will be among the few that stand out – hopefully, not by drawing internet scorn.
Many aim for laughs, like Amazon’s ad about celebrity product testers. Others are taking another route, including a heartfelt Microsoft spot about an Xbox controller designed for gamers with disabilities.
“There’s a movement toward more humor than usual and a lighter tone,” Villanova marketing professor Charles Taylor said. “Advertisers are picking up on the fact that consumers are not wanting statements that cross into the political.”
Check out brief previews for 10 ads to watch for during Sunday night’s game on CBS / C4
Amazon – Harrison Ford, Forest Whitaker and other celebrities test out rejected Amazon products that feature its Alexa digital assistant, such as a talking electric toothbrush and a dog collar.
