This year’s Super Bowl was a socially distanced one, both in the stadium and at home. And like 9 of the previous Super Bowls, this one also featured Mr. Brady – a winner yet again.
Other than Super Bowl 52 when my Philadelphia Eagles won the big game (one of Brady’s few defeats), I watch the Super Bowl for the commercials. It was a different year – just like everything else during the pandemic. Many big brands did not participate, many new brands did, and a lot of money was spent ($5.5 million per 30 seconds) to grab your attention.
Overall, there were some excellent spots that I’d say were above average compared to previous Super Bowls. As for me, my Top 5 (in no particular order) were: Alexa with Michael B. Jordan, Jeep with the Boss, Bud Light raining a years-worth of lemons representing a years-worth of a sour experience, GM/Cadillac with Will Ferrell, and Tide with Jason Alexander. Honorable mention goes to Toyota with Jessica Long. There were many other really good spots going all down to the bottom third of the 55+ commercials.
The annual USAToday AdMeter ranked Rocket Mortgage with Tracy Morgan (top 2 positions), Alexa with Michael B. Jordan, M&M’s with Dan Levy, and Toyota with Jessica Long in their Top 5.
In addition to watching the commercials, I also like to hang out on Twitter with other marketing professors (thanks to Angeline Scheinbaum of Clemson University and Spencer Ross of University Massachusetts at Lowell). Two of the themes we were discussing were (1) even more celebrities than normal (54 of the 57 ads) , and (2) longer commercials than normal. We were wondering if the ad agencies were struggling with storylines causing them to skew towards longer ads…and more celebrities.
If you need a distraction… something to re-watch today!
Daniel M. Ladik, Ph.D.,
Associate Professor of Marketing
Methodologist, Seton Hall Sports Poll
Stillman School of Business