Those who chose to stick it out had quite interesting strategies as well. It appeared that addressing our realities or hot topics were off the table and out of the playbook for this Super Bowl, save the few that talked about sustainability and food insecurity. I don’t think many viewers minded this form of escapism, but it was definitely noted by several trade publications.
The key themes in this year’s round-up heavily relied on pop-culture, nostalgia and comedy. We saw many cameos of celebrities and throwbacks to a simpler time. These definitely resulted in mixed feelings. I’m a pop-culture junkie and always appreciate nostalgia, but it begs a few questions.
- Are advertisers being overly cautious about controversial topics and using nostalgia as a safe default?
- Did someone free Matthew McConaughey from that Doritos vending machine?
- Is creativity overshadowed by celebrity prominence in advertising?
- How old is Dana Carvey?
Regardless, I didn’t really see an advertisement that was overtly disinteresting. (The Oatly Milk commercial was peculiar for sure though.
Here is a hot take round-up of some of this year’s advertisements: