Although Budweiser, Pepsi and Coke have decided to skip their turn due to the coronavirus, the Super Bowl commercials promise – once again – to make a splash. For the occasion, the advertisers recruited several celebrities. Here are seven star-brand associations to watch this year.
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Wayne’s World / Uber Eats
Notice to the faithful of Saturday Night Live at the turn of the 1980s and 1990s: comedians Mike Myers and Dana Carvey join forces – and above all bring out their costumes from Wayne’s World – to promote the Uber Eats delivery service. Published online last week, the 30-second appetizer allows us to hope for an advertisement combining humor and nostalgia. And as Wayne would say: “2020 was a great year … NOT! ”
Dolly Parton / Squarespace
Although she only appears onscreen for a few seconds, Dolly Parton is all over this commercial from Squarespace, a website builder. It is indeed 9 to 5, his famous 1980 hit, heard during the extract.
Much has been said about the absence of ads from giants like Budweiser, Pepsi and Coke from the Super Bowl this year. According to Bernard Motulsky, professor in the department of social and public communication at UQAM, their withdrawal will allow a few young companies, such as Squarespace, to do well. “Smaller players can finally occupy the field. ”
Nick Jonas / Dexcom
While in Quebec, Groupe Maurice advertisements show us what Hélène Bourgeois-Leclerc will look like when she turns 80, in the United States, it’s Nick Jonas who undergoes this aging treatment. … in an ad for Dexcom. This company creates technologies that allow people with diabetes to monitor their blood sugar levels effortlessly.
Michael B. Jordan / Alexa
Voted the sexiest man in the world by People Magazine, the actor of Black panther and Creed becomes Alexa, Amazon’s famous voice assistant, in this ad which, according to Julien Thiry, creative director at dentsu mcgarrybowen, illustrates the efforts of large companies to promote diversity.
“The Black Lives Matter movement took on unprecedented scale in 2020,” says Julien Thiry at Newspaper. Super Bowl ads give more room to African Americans, Hispanics, Asians … This diversity marked me. Brands have become aware. And it is a beautiful message that they send us. ”
Mila Kunis and Ashton Kutcher / Cheetos
The Hollywood couple is featured in this ad in which Kutcher “musically” accuses Kunis of eating his Cheetos snack foods. Why “musically”? Because he expresses his suspicions by resuming It Wasn’t Me, the 2000 hit from rapper Shaggy. The latter even takes out mothballs to swing new lyrics adapted to the context. The end result is funny, but … how to put it? Never ask Ashton Kutcher to sing again.
Dan Levy / M&M
Big week for Dan Levy. On Wednesday he received a Golden Globe nomination for Schitt’s Creek. Saturday, he animates Saturday Night Live, and on Sunday, he stars in an M&M commercial in which we see people apologizing for the candy. But when it comes to Levy, something suggests to us that he is not 100% sincere …
Will Ferrell / GM
This 90-second large-scale commercial features a fit Will Ferrell, with a full volume hairstyle reminiscent of painter Bob Ross. After learning that in Norway, more electric cars are produced per person than in the United States, the comedic actor decides to undertake a long journey to “crush these losers”. In the process, he will recruit Kenan Thompson (another ex-Saturday Night Live) and Awkwafina. Minimizing with a final full of good feelings.
Cost of a Super Bowl ad
How much do networks charge for each 30-second slot during the event?
Rates converted to Canadian dollars
1970: $ 100,000
1980: $ 285,000
1990: $ 900,000
2000: $ 2,700,000
2010: $ 3,800,000
2011: $ 4,000,000
2012: $ 4,500,000
2013: $ 4,900,000
2014: $ 5,100,000
2015: $ 5,500,000
2016: $ 5,800,000
2017: $ 6,400,000
2018: $ 6,700,000
2019: $ 6,800,000
2020: $ 7,200,000
2021: $ 7,000,000
Source: Superbowl-ads.com (Nielsen Media Research)