The 2022 Super Bowl Ads Return to Travel, Familiar Faces and New Tech

The 2022 Super Bowl Ads Return to Travel, Familiar Faces and New Tech

The second Tremendous Bowl of the Covid-19 pandemic on Sunday showcased a variety of first-time advertisers, like a slew of economical technologies and cryptocurrency gamers, plus the return of journey adverts and the E*Trade newborn.

The recreation, which aired Sunday on NBC, incorporated extra than a dozen initial-time Super Bowl advertisers, together with shopping-benefits platform Rakuten Benefits, children’s budgeting application maker Greenlight Money Engineering Inc., cell sports gambling operator Caesars Sportsbook, at-property Covid-19 exam provider

Cue Well being Inc.



NV, which helps make electric powered-car or truck charging technologies.

NBC has said it bought various advertisement slots at $7 million for 30 seconds of airtime.

This year’s Super Bowl drew advertisers ready to pay out up to $7 million for a 30-2nd place. WSJ advertising and marketing editor Suzanne Vranica and reporter Paul Vigna split down what to view for from both of those new cryptocurrency brand names and outdated regulars like Budweiser. Image Illustration: Alexander Hotz/WSJ

The inflow of very first-timers continued a trend from very last 12 months, when a team of entrepreneurs that did properly all through the initially portion of the pandemic bought their first Super Bowl commercials. This 12 months cryptocurrency and gambling came on solid.

Cryptocurrency exchanges which include

Coinbase Global Inc.,

FTX and manufactured their Super Bowl debuts as they attempt to grow to be family names. Their ads ended up tasked with participating equally crypto superfans and a broader audience that is significantly less common with the topic.

“If you do that right, everyone’s smiling or laughing, or at the very least entertained at what you’re placing on in the course of the video game, but there’ll be a more compact subset of that audience that unquestionably researches much more, goes on the internet and figures it out,” claimed Lee Newman, chief executive of the

Interpublic Group

of Cos. advertising agency MullenLowe U.S.

Coinbase’s Tremendous Bowl ad.



Coinbase experimented with to intrigue viewers with an advert that exhibited almost nothing but a slowly bouncing QR code, which led to an on-line give of free of charge bitcoin for new clients.

The Cue Well being commercial was not the only advert with a topic of overall health and wellness.

Planet Fitness Inc.’s

1st Tremendous Bowl advertisement confirmed actress Lindsay Lohan placing her party days at the rear of her, when an advertisement from medical technology company

Hologic Inc.

showcased singer Mary J. Blige encouraging females to get healthcare screenings.

It built sense to see overall health and wellness reflected in the Tremendous Bowl ad roster following two decades of a pandemic, claimed Ari Lightman, professor of digital media and advertising at Carnegie Mellon College.

“We’re with any luck , finding out of a very scary time, but there is a good deal of other problems that have to have to be tackled,” Prof. Lightman mentioned.

Following travel entrepreneurs took a break from the Tremendous Bowl last 12 months, marketers like

Reserving Holdings Inc.


Expedia Group Inc.

purchased advertisement time this year as journey picks again up.

Advertisers in the to start with Super Bowl of the pandemic in February 2021 were tasked with environment the ideal tone for an party that took location just before widespread vaccination in opposition to Covid-19 and before long following the divisive presidential election. Some advertisements in last year’s recreation alluded to the pandemic, even though generally with indirect references and humor. Jeep ran a somber two-moment commercial acknowledging the division in the state.

A deer samples Flamin’ Sizzling Cheetos in a Tremendous Bowl commercial from Frito-Lay.



This year’s Super Bowl marketing was additional regular fare.

The ads shipped “the experimented with and correct techniques that have generally labored in the sport to entertain people and engage them and be productive,” mentioned Mr. Newman of MullenLowe. “They’re infants, they’re puppies, they are big actual physical humor, cinematic productions, nostalgic new music, people kinds of issues.”

An advert for Frito-Lay’s Doritos and Cheetos Flamin’ Scorching versions, for example, incorporated a rendition of the 1980s hit “Push It” and the voices of musicians Megan Thee Stallion and Charlie Puth emerging from the mouths of a songbird and a fox, respectively.

E*Trade’s spokesbaby made a comeback this calendar year.



“There was genuinely a much more critical tone in last calendar year, and at that time, we continued to genuinely present what we believed was a second of launch,” said

Rachel Ferdinando,

senior vice president and main promoting officer at Frito-Lay North The usa, which also ran a industrial for Lay’s potato chips. “In some ways, [this year] was staying the program for us. Probably for other folks it’s heading to be a pivot.”

MullenLowe’s ad for Morgan Stanley’s E*Trade investing platform returned the brand’s spokesbaby, the moment a Tremendous Bowl staple, to the game’s advert roster after nearly a decade in retirement.

Anheuser-Busch InBev SA’s

Budweiser brought back its well-known Clydesdales in this year’s advertisement, titled “A Clydesdale’s Journey.” It characteristics a horse becoming injured, then inevitably recovering sufficient to operate all over again, and concludes with the words and phrases, “In the house of the courageous, down under no circumstances usually means out.”

Daniel Blake, group vice president of advertising for Budweiser and Benefit at AB InBev, stated the organization needed to use the Clydesdale as a symbol of power and perseverance. “I don’t believe there’s any much more unifying and hopeful information for Us citizens than reminding them that we always bounce back in this region,” he said.

Generate to Megan Graham at [email protected]

Corrections & Amplifications
The graphic from the Tremendous Bowl commercial for Flamin’ Incredibly hot Cheetos and Flamin’ Hot Doritos should really be credited to Frito-Lay. An before version of this posting incorrectly credited the graphic to YouTube. (Corrected on Feb. 14)

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