Rihanna’s long-awaited return to the stage has at times eclipsed the purely sporting aspects of the Super Bowl 2023, which has concluded with the victory of the Kansas City Chiefs over the Philadelphia Eagles by 38 to 35, and also the publicists. Beyond the game’s halftime show, sponsored for the first time by Apple Musicthe 57th edition of the meeting has left relevant and inspiring marketing and commercial communication actions and strategies.
The final match of the National Football League (NFL) It is an outstanding appointment in the advertising calendar, as it is one of the biggest entertainment events of the year. Dozens of brands take advantage of its reach to contact consumers by disseminating spots for which, on this occasion, it has been bequeathed to 7 million dollars for pieces of 3o seconds.
The game of M&M’s with your pets
One of the brands that has dominated the conversations in recent days has been M&M. And it is that at the end of January the brand of candies owned by Mars announced that he was doing without – at least momentarily – his popular pets, who have starred in his communication for more than fifty years, to replace them with the popular actress and humorist Maya Rudolph. The decision, the company said in a statement, was due to the “polarizing” nature of pets.
https://www.youtube.com/watch?v=kV2ARgWiGok
Thus, M&M’s spread an advertisement during the game -created by New York– in which its new ambassador announced the brand’s new product, clams dipped in chocolate, and its difficulties in winning over the public with the new snack. However, at the end of the broadcast of the game, the brand broadcast a brief piece in which, simulating a press conference, the traditional mascots announced her return as the main image of M&M’s.
Ben Affleck and Jennifer Lopez for Dunkin’
Dunkin’ has debuted as an advertiser in the Super Bowl with a spot created by the agency Anomaly, produced by The Reserve Label and starring Ben Affleck y Jennifer Lopez. The actor, who also works as a director, appears as an employee of a ‘drive-thru’ of the chain, taking orders, managing orders and interacting with customers. The idea for the piece stems from Affleck’s fondness for the brand’s products, and whom he has seen photographed on numerous occasions consuming them.
“We couldn’t think of a better person to partner with than the guy who has organically been the face of Dunkin’ on the street for years.”, commented Jill Nelson, Director of Marketing of Dunkin’, to Ad Age. “It was a bonus that his wife had a cameo in the ad.”
Temu debuts in the Super Bowl
The Chinese marketplace Ago It has been one of the rookie brands in this Super Bowl. Having landed in the North American market at the end of last year, the company has taken advantage of the sporting event to make itself known and establish its presence. He has done it with “Shop like a billionaire” (Buy like a millionaire), a spot created by the agency Saatchi & Saatchi and directed by Robert Jitzmark.
“Through the biggest scenario possible, we want to share with our consumers that they can shop with a sense of freedom because of the price we offer. ‘Shop Like a Billionaire’ is no longer a dream thanks to Temu”, a company spokesperson told AdAge. The brand, very focused on discounts and low prices, seeks to compete against Amazon and, for this, it will bet on other major events, such as the Nascar Daytona 500.
https://www.youtube.com/watch?v=RgNuwb9lpeg
The surprising interruption of Tubi
The intervention of Pipes during the final game of the NFL has been one of the most commented on by viewers on social networks. The streaming service broadcast a 15-second spot, created by Mischief, that fictitiously interrupted the broadcast of the meeting, as if the viewer were leaving the live broadcast to access interface e play Tubi content on the platform. Kevin Burkhardt and Greg Olsen, two announcers from Fox Sports, the channel in charge of Super Bowl LVII, starred in the piece.
“We can’t be forgettable right now”, commented Nicole Parlapiano, CMO of Tubi, according to AdWeek. “I want to impress, I want to surprise and I want to attract attention”. The brand also issued a second piece, longer and focused on enhancing the platform’s extensive catalogue, taking ‘Alice in Wonderland’ and the concept of the white rabbit and the rabbit hole as a reference.
The NFL and its commitment to women’s rugby
The National Football League It has also included a spot during the celebration of the Super Bowl, by the agency 72andSunny. On this occasion, he has focused on the so-called flag-football, flag football, a modality without tackles in which the objective is to remove the two ribbons that hang from the waist of the opposing runner. In addition, the announcement is a sample of the vision and values of the competition, since it also focuses on the women’s sport and diversity relying on the presence of women as well as minority communities.
The protagonist of the piece is Diana Floresa ballet dancer turned professional flag-football player, who is forced to avoid numerous personalities from the sport, from the specialized media and even her mother, who want to take the tapes from her. “To the women who are moving soccer forward, we can’t wait to see where you take this game.”, ends the piece on the image of a group of women running.
Fenty Beauty at Rihanna’s performance
In addition to having a good handful of musical hits to her credit, Rihanna is also the creator of the cosmetics brand Fenty Beauty and that also found a place in the broadcast of the Super Bowl. Specifically, during one of the moments with the greatest expectation and audience, the halftime performance. The Barbadian singer took advantage of the attention paid to her during the show to promote makeup Invisimatte Blotting Powder, visible at one point in the choreography.
