A socially engaged ad starring Bruce Springsteen topped the 2021 vintage of Super Bowl commercials.
Featured Sunday evening, the commercial garnered nearly 30 million views in 24 hours on YouTube. The only two-minute advertisement broadcast during the sporting event, this advertisement can be described as a call for unity in the midst of an era of divisions. It shows the rock legend driving a Jeep in the middle of the United States.
“We’re going to bridge this divide,” says ‘The Boss’ in the excerpt. Our light has always found its way through darkness. “
A “stroke of genius”
For Julien Thiry, creative director at the dentumcgarrybowen agency, this is a “stroke of genius”. “Jeep used the events on Capitol Hill to talk to Americans about unity. They really hit it off. And they did it in a subtle way. “
Professor in the Department of Urban and Tourism Studies of the School of Management at UQAM, Benoit Duguay understands that the announcement is causing much ink to flow, since by taking up Joe Biden’s unifying speech, it can be perceived as a provocation by some supporters of Donald Trump. “It’s an advertisement that seeks feelings. “
Another widely commented advertisement: that of Cadillac LYRIQ with Timothée Chalamet and Winona Ryder in a nod to the film Edward at the hands of silvert.
Unlike in previous years, very few film releases (Fast & Furious 9) were promoted during the event, given the coronavirus that is forcing cinemas to close their doors.
Speaking of a pandemic, companies overwhelmingly chose to offer advertisements that brushed universes completely free of COVID-19, without masks and without distancing. “It was intended,” comments Julien Thiry. Advertising at the Super Bowl is entertainment. People want to take their mind off things. “
Only one brand has mentioned the pandemic: Bud Light. To promote its Seltzer lemonade-flavored beer, the company portrayed 2020 as a massive downpour of lemons. “Humor is probably the least dangerous tool, but the most effective in advertising,” comments Benoit Duguay.
Overdose of stars?
Many companies have retained the services of famous people to promote their products. We think in particular of T-Mobile with Gwen Stefani, Blake Shelton and Adam Levine, and Scotts & Miracle Gro with John Travolta, Martha Stewart, Kyle Busch and Carl Weathers.
For Julien Thiry, this recipe is worn out. “I think we have reached the limits of the concept of ‘let’s put stars in our ad and fingers crossed’. It starts to feel warm. “
Natasha Kumar has been a reporter on the news desk since 2018. Before that she wrote about young adolescence and family dynamics for Styles and was the legal affairs correspondent for the Metro desk. Before joining The Times Hub, Natasha Kumar worked as a staff writer at the Village Voice and a freelancer for Newsday, The Wall Street Journal, GQ and Mirabella. To get in touch, contact me through my email@example.com 1-800-268-7116