Is the Super Bowl good for the advertising industry?


Matthew McConaughey and Salesforce.

Georgia Phillips, COO Luma Research

There are only a few days left until the biggest and best day of the year for advertising – it’s the Super Bowl. By now you would have heard and seen the hype with some of the ads already released, some with teasers and some posting PR about what to expect from their campaigns.

So, I love that stuff, and this morning I woke up at 3:45 a.m. to listen to a session with the makers and announcers of some of this year’s Super Bowl commercials. I know it sounds a bit wacky to get up so early, but I was eager to learn more about the planning and strategy of the world’s most expensive ads (and that’s the same time I got up to catch the 6am plane to Sydney which I don’t do so much these days!).

I learned a lot from the session and understood the impact of the annual event on our industry and why we need opportunities like this to help our industry move forward.

Here are my top three reasons why I’m going to log into the game on Monday and watch all the ads…like I need an excuse!

1. It helps shape community sentiment and attitudes
We did a study last year that looked at the impact of ads on defining and changing community sentiment around COVID. Even if we don’t really think about it, advertising is everywhere and can constantly shape our perception of the world around us.

One aspect of this is using publicity and a bit of light humor to help us cope and normalize our situation. This entertainment can help us see the bright side of things, make us think, and even change our attitudes and behaviors.

Advertising can also have an important role to play in normalizing elements of our community such as inclusion and diversity, gender stereotypes and sustainability. People look up to brands and trust us to do the right thing. If we can take a stand and recognize the state of the world and provide a platform for change, that can only be a good thing.

Even though advertising and events like the Super Bowl make us talk and think. This helps to move these issues forward and ensure that they are not forgotten. We conduct a study of Super Bowl ads every year and have seen the number of ads featuring women, people of color, and seemingly LGBTQ figures increase year over year. Yes, we could be better at it, but if the biggest brands in advertising are setting the trend, others will feel comfortable following them.

2. Push the boundaries of creative possibilities
We all know that Super Bowl commercials tend to have huge budgets (along with their massive media costs of $6.5 million per 30-second spot and large audiences of over 100 million people). And that can be a bit daunting for smaller brands here in Australia who think none of this is feasible or relevant.

But we have to think again. These types of successful ads allow brands to push the boundaries of creative, technology, post-production techniques, and even themes. This allows all of us to learn and make the insights from ads trickle down to smaller brands with smaller budgets. To me, it’s a bit like the scene in Devil Wears Prada where feisty editor Miranda Priestly explains how all clothing design comes from high fashion. The same goes for Super Bowl commercials.

If we look back in time, it was probably Apple’s 1984 ad that really paved the way for the “mega ad” during the Super Bowl. And every year we see bigger and better campaigns. This includes the creative itself, but also extends to integrating advertising as part of a larger campaign.

For the Super Bowl, many brands are content to advertise to occupy this single spot during the game. Brands therefore need to innovate and extend the runway on the campaign to ensure they see the ROI to justify the costs. Brands are talking about their cross-platform integration of the idea through PR, social media, digital activation and business partnerships to ensure ads not only build awareness but can also help develop the bottom of the funnel to drive sales.

3. Alerts us to new ideas and trends

So after the call ended at 6am I had to do my 15 year old son’s makeup and ask him about the metaverse and what it really is and how people use it.

I’m sure you’ve all heard of it in one form or another, but what about ads? One of the trends discussed for ads this year has to do with how brands will exist in the metaverse, what crossover will look like for brands, how they will use NFTs (non-fungible token) and how this will relate to news. advertising. for cryptocurrencies. Many predict this will be a key trend for the next five years.

Apparently, Anheuser Bush has a new brand called Bud Light Next (new carb-free beer) that will be launching during the Super Bowl. The brand created an NFT the day it was born, and the team sees it as a new way to build consumer collaboration and evolve the brand for a new audience.

There will also be three cryptocurrency ads this year. And there are also ads that have been pre-released that show the interception of reality and the Metaverse like this ad from Salesforce with Matthew McConaughey

Is it effective? May be? Guess we’ll have to watch and see how it goes on Monday to find which ad wins the Super Bowl of advertising! I will observe.

Do you have anything to say about this? Share your opinions in the comments section below. Or if you have any news or a tip, email us at

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