The most-awaited weekend for US football fans, Super Bowl LIX is finally here. On February 9, the season kicks off with star-studded appearances in the crowd. As iconic as the Super Bowl is, so are their commercial advertisements. In 1967, the first Super Bowl was broadcast by NBC and CBS, who charged their advertisers for one minute of airtime between $37,500 (NBC) and $42,500 (CBS). The ads for that edition were seen by more than 24 million viewers.
With advertising slots costing millions, companies see this as a golden opportunity to maximise visibility and sales. While the Super Bowl has become a cultural phenomenon, it also shows the commercial power of sports entertainment. Beyond the touchdowns and halftime shows, it is a battleground for brands, proving that the right story at the right moment can be just as thrilling as the game itself. We take a look at some of the creative advertisements from this season:
Instacart
For the upcoming season which is predicted to have a hundred million viewers, Instacart collaborated with Isaiah Mustafa, American actor and former football player. Popularly known as the “old spice guy” they curated an unhinged and random commercial breaking the fourth wall. Referring to the Super Bowl as the ‘The Big Game’, they are offering special discounts on multiple brands during the week calling it the ‘Big Game Deal’.
NFL x Doritos
With nearly ten million views, this commercial integrated the long-standing champions of the City Chiefs. With real-time players they create a relatable hook for all audiences and associate their brand with the winners as well. It is iconic, attention grabbing and appropriate for the game season.
David Beckham X Stella Artois
Brands can never go wrong with David Beckham and football. An icon and a sport legend, this beverage brand has humour, direct mention of the game and an unparalleled relation between football and David.
Uber-Eats
Opening with a catchy hook calling football a conspiracy is a bold move. Matthew McConaughey stars with elements of internal humour and takes a creative trip down nostalgia lane. Associating chicken-wings with the game, this commercial hits home to all football enthusiasts.