10 Advertising Plays From Super Bowl LVIII: A Cheatsheet for Marketers
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It’s that time again. In just a couple weeks, brands will take the field, vying for the attention, hearts, and minds of millions in the ultimate marketing battleground: The Super Bowl. Some brands will score big, gaining fans and press accolades and catapulting their marketing and creative teams into the annals of ad history. Others will drop the ball, making for awkward press conferences and, perhaps, some high-profile personnel changes.
As someone who's been in the trenches of advertising since the Washington Commanders (they were called the Washington Redskins then) met the Buffalo Bills in Super Bowl XXVI, I’ve seen my share of well-timed, well-executed campaigns. And with a price tag of $7 million for just 30-seconds of air time, there’s never been more pressure on the marketing maestros calling the plays. So put on your game face (and perhaps a helmet) and join me as we explore some of the strategies behind this year’s most anticipated campaigns, extracting lessons that you can apply to your brand's narrative, regardless of your industry or scale.
Ready! Set! Hike!
Doritos
The Play: Secret Celebrity
Doritos returns to the Super Bowl with a celebrity for their new Doritos Dinamita product. Last year, the snack brand featured rapper Jack Harlow with Missy Elliot and Elton John. This time they didn’t immediately say who would be in the ad, posting a picture of the person from behind in a bodega instead, leaving it to the rest of us to start guessing. They then posted a teaser video revealing that the celebrity was Jenna Ortega. To be continued…
The Takeaway:
Going with a celebrity is a tried and true path for Super Bowl advertisers. Adding an element of suspense by “teasing” the identity of your star is a great way to get some pre-game buzz. But, frankly, I wonder why Doritos ever gave up their unique and engaging “Crash The SuperBowl” campaign. You’d think, with everyone being a creator these days, they’d be able to get some awesome stuff. In comparison, using a celeb – even one as awesome as Jenna Ortega – feels safe. But I’ll give them points for the mystery, I guess. The payoff better be good, though.
Starry (PepsiCo)
The Play: Mystery Munchkin
PepsiCo, is collaborating with Grammy-nominated rapper Ice Spice for the Super Bowl debut of their new lemon-lime product, Starry. They launched with a POV teaser ad in which the Bronx-born rapper sees her “ex” walk into a bar. The identity of the “ex” is not revealed.
The Takeaway:
If you’re going to use a celebrity, go big. And there’s nobody bigger than Ice Spice among the target audience for Starry, a product that was engineered from the ground up to sell to Gen Z. Before you choose who to partner with, be sure you understand what resonates with your target audience to amplify your brand's message and reach. PepsiCo has done their homework. I predict Starry sales will go “‘g’rahhh”. (That’s a good thing in Munch-speak.)
FanDuel
The Play: Gronk Kicks Again
Last year, sports betting brand FanDuel hit paydirt with a month-long campaign called “Kick Of Destiny” that culminated in a live shot of NFL Tight End Rob Gronkowski attempting a field goal kick that, if successful, would give anyone who bet on the Super Bowl using FanDuel a chance to win $10million. Sadly, Gronk missed. But the campaign was a huge success. This year, FanDuel is doing the same thing.
The Takeaway:
Sports is all about the allure of anticipation. Who will win? What will happen? Nobody knows! FanDuel is smart to repeat their winning strategy, which cuts to the heart of the brand’s inherent value. Engaging your audience with interactive content that blends seamlessly with an event can blur the lines between ad and event, making your brand a part of the experience. See last year’s TUBI ad from Mischief for another example of this.
Personal note: C’mon Gronk! Daddy needs a new pair of shoes!
TurboTax
The Play: Celebrate The Customer
TurboTax consistently capitalizes on the upcoming tax season with their Super Bowl ads. This year's campaign, "Make Your Moves Count," from R/GA, celebrates the movers and shakers that TurboTax calls “Risers” – people who blaze their own trails and need the service to make their money. The campaign features seven spots that are born from customer research. For example, in "Boater Home," a couple cleverly avoids the housing market challenges by purchasing a houseboat. Their TurboTax expert assists them with a new homeowner deduction.
The Takeaway:
I love the way R/GA is collecting the stories, delving deep into real customer insights found by the creative and strategy teams. Marketers should make it a habit to search for real customer stories on TikTok, Instagram and YouTube. (PRO TIP: You can search all the platforms at once for free by using the discovery tool at Catch+Release.)
Squarespace
The Play: Hire Martin Scorcese
Squarespace is a tool for creative people. And they’ve worked with some huge ones on their Super Bowl ads, including Zendaya, Jeff Bridges and John Malkovich (above). Last year, they did a big, splashy, weird, sci-fi-themed ad with Adam Driver playing endless versions of himself called “The Singularity”. So it only makes sense that they’d hire one of the greatest American film directors of all time – namely, Martin Scorcese – for their ad this year. Like last year, the actual ad is shrouded in mystery, creating anticipation and intrigue. We don't have a teaser to show you, but here's last year's Super Bowl ad.
The Takeaway:
Over the past few years, there has been a trend of releasing full ads prior to the game to get some press, but Squarespace has consistently bucked that trend, choosing to tease the audience instead, building up to a big reveal. If you’re going to create intrigue around your campaign, you have to bring the goods. I have no doubt that Marty will deliver.
Drumstick
The Play: Ha-Ha Holiday
Joining the Big Game lineup for the first time, ice cream brand Drumstick hired comedian Eric André to join their miniature mascot Dr. Umstick in a wacky story that begins with a teaser featuring the pair trying to get through airport security. In a nod to the theme of the final spot, Drumstick is also launching a petition to make Super Bowl Monday a national holiday, using the hashtag #DrumstickMonday.
The Takeaway:
By capitalizing on the Monday buzz, Drumstick extends its brand engagement beyond the game night, demonstrating the importance of strategically timing your campaign to maximize impact. The interactive #DrumstickMonday petition turns audiences into active participants, deepening involvement and giving the campaign momentum.
Dove (+Nike)
The Play: Action > Ads
Unilever’s Dove is returning to the Super Bowl after an 18 year hiatus with a campaign that aligns with the brand’s core values of beauty and empowerment. Dove’s research revealed that globally, 45% of teenage girls quit sports because of body confidence concerns. So Dove teamed up with Nike to develop Body Confident Sport, an innovative and scientifically-backed coaching program designed to foster body positivity in girls aged 11-17. This initiative led to Dove’s new Game Day spot, which will highlight the brand’s commitment to nurturing self-confidence. We don't have a teaser to show you since this one's a secret until the big day...exciting!
The Takeaway:
When you take an action, the ad writes itself. Instead of just writing a flashy ad, Dove did something real in the world and used their Super Bowl ad to tell the world about it and celebrate real girls at the same time. Win Win.
Nerds Candy
The Play: The Influence Game
Ferrara's iconic candy brand, Nerds, is set to make its Super Bowl debut, marking a significant moment in its 40-year history. In the teaser, actor/artist/influencer Addison Rae is shown in a dance studio, moving to the rhythm of Irene Cara's “What a Feeling” and shouting encouragement and coaching. The super at the end asks “Who is Addison Rae coaching?”
The Takeaway:
Influencers have become the new celebrities. You can thank TikTok for that. Nerds has placed a big bet on their target audience (Gen Z) knowing and caring about Addison. Who are your audience following? Connect with creators on social media. Who knows what might happen.
Oreo
The Play: Keep Up With Kris
Oreo returns with a teaser spot featuring Kris Jenner. More than a decade after its iconic and storied "Dunk in the Dark" tweet, Oreo seems to be going full celebrity mode, teaming up with the Kardashians in a campaign that we can only imagine will have the press talking for weeks. The super (“It all starts with a twist”) and the tagline (“Stay Playful”) suggests that the brand will have some fun with one of America’s favorite TV families.
The Takeaway:
Like Oreos, this promises to be a guilty pleasure that we won’t be able to stop consuming. Again, it all depends on the execution. Celebrities can be “attention vampires”, attracting so much talk that the brand message gets lost. But Oreo knows what they’re doing. I think. We shall see.
OpenDoor
The Play: Halftime Product Demo
Real estate platform OpenDoor, in collaboration with agency Mischief, is addressing the common stressors associated with home selling by pulling off a huge stunt. A pre-taped spot in the second quarter will set up the premise. Then, an online livestream during halftime will feature a homeowner in Atlanta who will sell their home to Opendoor right in front of millions of people. Then a live spot in the third quarter will wrap things up and show us all how it all went.
The Takeaway:
Solving real problems live on national TV? Sold.
Photo: Alexandra Amarotico
The Final Whistle
The Super Bowl remains an annual masterclass in marketing. But, as Vince Lombardi said, “The measure of who we are is what we do with what we have.” So as you marshall your team and craft your brand’s story, remember the lessons from these campaigns. You don’t need to be in the big game to make a big impact. Remember, in advertising, every moment is an opportunity to make your mark.
Now get out there and show us what you can do.
