Research: 2022 Super Bowl Ad Analysis
Last night I analyzed 60 Super Bowl ads. Here’s what I learned:
Despite supply chain issues and COVID-19 restrictions it’s “business as usual” for brands. Not one ad used the phrase, “In these unprecedented times.” Less plucking the heartstrings, more tickling the funny bone.
Celebrity identity and “Star Power” were the themes of the evening. While some of these ads focused on beloved characters or franchises, nostalgia took the backseat in favor of celebrities in silly situations.
We’ll have more “What was that on the screen?” moments. Coinbase’s QR code ad was the talk of the evening as it required viewers to be an active, as opposed to passive, participant. Much like last year’s 5 second ad from Reddit, simple or still images are a surprise amid other heavily produced ads.
Tech companies want to become household names. All eyes were on crypto companies last night, but let’s not forget Salesforce and Monday.com shelled out big bucks to show that their products inspire and foster community.
