On February 9, the National Football League final took place at the Caesars Superdome in New Orleans, United States. A final in which the Philadelphia Eagles prevailed against the Kansas City Chiefs, after winning two consecutive years.
The Superbowl is one of the most anticipated events for Americans, and for brands. Last year it reached 123.4 million viewers, making it one of the largest events for the advertising industry both nationally and internationally.
As reported by Peter Bray, founder of the agency Bray & Co to the outlet CBS News, advertisers pay an average of 8 million dollars for a 30-second commercial (last year the figure was 7 million). Bray estimates that this year approximately 51 minutes of advertising were sold during the more than 3-hour event.
About 25 commercials were broadcast during the event, but of course, some stood out more than others. The one that attracted the most attention was the appearance of Stitch on the field, escaping and mocking everyone who tried to catch him to promote the live-action movie of Lilo & Stitch, which will debut in May 2025. On the other hand, OpenAI made its debut this year, with an advertisement focusing on continuing to create with ChatGPT. Google also promoted the use of its artificial intelligence, Gemini.
Dove, under the hashtag #KeepHerConfident (make her feel confident), once again highlighted the pressures that women face from a very young age. Joining the social critique was the commercial from Nike, where we see the world’s best female athletes tired of hearing “they cannot win” because they are women while showcasing their incredible skills.
Hellmann’s brought back the iconic scene from the movie “When Harry Met Sally”. Other notable brands included Pringles, Uber Eats, Budweiser, or the ice cream brand, Häagen Dazs. This latter brand embraced the new trend towards the “slow life” lifestyle (living slowly, without rush) with the protagonists of “Fast and Furious” using a play on words: “Not so fast, not so furious” which means “Not so fast, not so furious”.
Photo: Disney
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