Super Bowl LIX: Celebrities and humour star in $8m commercials

David Beckham, Sydney Sweeney, Ben Affleck and more appear in some of the most expensive adverts ever

Transcript

00:00What's really special about Super Bowl ads is it doesn't just end with the 30

00:04seconds or the 60 seconds on television. People are talking about them. This is

00:08the one moment of the year where you can really go all out, go big, spend all of

00:12your budget. Often these leaders have one moment to say, this is what I can do for

00:16the brand, this is how I can leave my mark.

00:24We're seeing a big return of the combination of celebrities and humor.

00:28Are you Beckham? Dave Beckham? You're an alien? All famous people are aliens. I'm

00:35not. I meant like really famous people.

00:42I'll have what she's having. This is probably no surprise to anyone, but it's

00:46interesting that a lot of brands have doubled down in this. So not just one

00:50celebrity or two celebrities, but basically ensemble cast. We got a teaser

00:57of the Dunkin' spot. They're back again this year playing off of that Dunkin's

01:01joke. And we know that it's Casey Affleck and Ben Affleck and Jeremy Strong.

01:08What are you doing? I think we can expect to see a lot more celebrities, a lot more

01:13humor, and then of course some of the heartwarming moments too. You are

01:17cordially invited to the end of the call of sacrifice. This is incredible. So this is the

01:23first year that we've seen an ad go for eight million dollars for a 30-second

01:27spot. And one of the reasons that it keeps increasing, partly is the audience

01:30keeps increasing. It has been a banner year for the National Football League. It

01:34really does offer a lot of halo effect that you wouldn't get at any other

01:38moment with any other 30-second spot. You drink Stella. I have taste, David. Listen, eight

01:45million dollars is a lot of money for a corporation, but there is no better

01:48moment to get your brand messaging or awareness out there. It's also a moment

01:52where people are actually excited to watch the commercials. They're not

01:55leaving the room. They're not fast-forwarding through them. So you

01:58really have a captive audience and a huge audience at that. We're out of Pringles. Just blowin' the can.

02:05So I'm really excited about the Pringles commercial that features Adam Brody. They

02:09really got sort of the man-of-the-small-screen moment for this, and it

02:13plays off of their mustachioed man. I think it's a really nice pairing of

02:17celebrity and humor. I think you got mine. I like it. It stays true to the brand, and one thing that you

02:22don't want to do as a brand is have a big commercial, spend eight million

02:26dollars, have people love the commercial, but then say, hmm, who is that brand

02:30associated with it that sort of defeats the whole purpose?

02:33From the very beginning, football has been a conspiracy to make us hungry. And we'll call this a pigskin. Make people crave bacon.

02:41One thing we're not expecting to see is AI-generated ads. We're hearing that brands are still a

02:46little bit nervous about putting that out there in the big game. We saw some of

02:50the backlash that happened earlier this year with AI-generated ads. I don't think

02:54we're quite there. It's not going to be the AI Bowl, maybe next year.