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 highlighted a selection of first-time advertisers, which include a slew of money engineering and cryptocurrency gamers, as well as the return of journey ads and the E*Trade toddler.

The sport, which aired Sunday on NBC, incorporated extra than a dozen initially-time Super Bowl advertisers, including browsing-benefits system Rakuten Benefits, children’s budgeting application maker Greenlight Financial Technological innovation Inc., mobile sporting activities gambling operator Caesars Sportsbook, at-home Covid-19 test supplier

Cue Wellbeing Inc.



NV, which tends to make electric powered-motor vehicle charging technologies.

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

This year’s Tremendous Bowl drew advertisers keen to spend up to $7 million for a 30-next spot. WSJ promoting editor Suzanne Vranica and reporter Paul Vigna crack down what to enjoy for from both of those new cryptocurrency brand names and previous regulars like Budweiser. Image Illustration: Alexander Hotz/WSJ

The inflow of initial-timers ongoing a craze from final year, when a group of entrepreneurs that did perfectly in the course of the 1st part of the pandemic purchased their initial Super Bowl commercials. This yr cryptocurrency and gambling came on potent.

Cryptocurrency exchanges together with

Coinbase World Inc.,

FTX and produced their Super Bowl debuts as they check out to grow to be domestic names. Their adverts ended up tasked with partaking both equally crypto superfans and a broader audience that is fewer common with the issue.

“If you do that right, everyone’s smiling or laughing, or at least entertained at what you are placing on during the video game, but there’ll be a smaller subset of that viewers that definitely researches far more, goes on line and figures it out,” reported Lee Newman, main govt of the

Interpublic Group

of Cos. promotion agency MullenLowe U.S.

Coinbase’s Tremendous Bowl advertisement.



Coinbase tried using to intrigue viewers with an advertisement that exhibited practically nothing but a little by little bouncing QR code, which led to an on the net give of free of charge bitcoin for new clients.

The Cue Health and fitness professional wasn’t the only ad with a concept of health and wellness.

Earth Fitness Inc.’s

initial Tremendous Bowl advert confirmed actress Lindsay Lohan putting her get together days behind her, when an ad from medical technology firm

Hologic Inc.

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

It produced perception to see overall health and wellness reflected in the Super Bowl advertisement roster subsequent two a long time of a pandemic, stated Ari Lightman, professor of electronic media and advertising at Carnegie Mellon University.

“We’re ideally having out of a pretty terrifying time, but there’s a ton of other challenges that need to have to be tackled,” Prof. Lightman mentioned.

Immediately after journey marketers took a crack from the Super Bowl final calendar year, entrepreneurs like

Scheduling Holdings Inc.


Expedia Team Inc.

acquired advert time this year as journey picks back again up.

Advertisers in the initial Tremendous Bowl of the pandemic in February 2021 were tasked with location the appropriate tone for an function that took position right before prevalent vaccination in opposition to Covid-19 and before long right after the divisive presidential election. Some adverts in previous year’s activity alluded to the pandemic, although generally with oblique references and humor. Jeep ran a somber two-moment professional acknowledging the division in the place.

A deer samples Flamin’ Hot Cheetos in a Tremendous Bowl industrial from Frito-Lay.



This year’s Tremendous Bowl advertising was a lot more conventional fare.

The advertisements delivered “the tried and genuine approaches that have often worked in the recreation to entertain people today and have interaction them and be productive,” claimed Mr. Newman of MullenLowe. “They’re infants, they’re puppies, they’re major physical humor, cinematic productions, nostalgic new music, those people sorts of issues.”

An advertisement for Frito-Lay’s Doritos and Cheetos Flamin’ Very hot varieties, for illustration, 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 built a comeback this 12 months.



“There was really a a lot more major tone in past year, and at that time, we continued to definitely present what we assumed was a minute of release,” mentioned

Rachel Ferdinando,

senior vice president and chief advertising and marketing officer at Frito-Lay North America, which also ran a business for Lay’s potato chips. “In some ways, [this year] was being the study course for us. It’s possible for some others it is going to be a pivot.”

MullenLowe’s ad for Morgan Stanley’s E*Trade investing system returned the brand’s spokesbaby, after a Super Bowl staple, to the game’s ad roster right after just about a decade in retirement.

Anheuser-Busch InBev SA’s

Budweiser brought back again its renowned Clydesdales in this year’s advertisement, titled “A Clydesdale’s Journey.” It attributes a horse becoming hurt, then eventually recovering adequate to operate once more, and concludes with the words, “In the residence of the courageous, down hardly ever means out.”

Daniel Blake, group vice president of promoting for Budweiser and Benefit at AB InBev, claimed the enterprise wished to use the Clydesdale as a symbol of toughness and perseverance. “I really do not believe there is any more unifying and hopeful message for People in america than reminding them that we constantly bounce back again in this nation,” he reported.

Publish to Megan Graham at [email protected]

Corrections & Amplifications
The impression from the Super Bowl professional for Flamin’ Scorching Cheetos and Flamin’ Hot Doritos should be credited to Frito-Lay. An previously version of this short article incorrectly credited the image to YouTube. (Corrected on Feb. 14)

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