With 115 million Americans expected to tune in to today’s Super Bowl between the Kansas City Chiefs and the San Francisco 49ers, viewers can expect the usual torrent of ads – predicted to be around the 80-100 mark running at about an hour of actual game time.
Some 54 advertisers are set to show their wares during today’s game, paying as much as $US5.6 million ($A8.3 million) for their respective 30-second spots.
And not that broadcaster Fox struggled to fill the slots, with reports a resurgence in interest from brands saw this year’s game sell out of ad spots as far back as November; the earliest sell-out in a decade.
Earlier this week, the network said it would clear out additional “floater” spots, designed for moments when there is an unanticipated break in the action that prompts the network to break away from live coverage.
According to the stats, the tech and insurance categories are 2020’s fastest growing categories, while politics will also be on show with both Donald Trump and Democrat candidate, the billionaire Michael Bloomberg, both debuting campaigns.
To save you the trouble, B&T’s sifted through this year’s ads to bring you our favourite top 10. And, yeah, we tended to lean towards the funny ones. Check ’em out below:
1) Jeep’s Groundhog Day
If you’ve not seen the 1993 film of the same name this spot will probably make no sense whatsoever as Bill Murray reprises his role as hapless weatherman Phil Connors, this time spruiking the merits of a Jeep. The ad’s the work of Chicago-based agency Highdive and plays brilliantly to form.
2) Jimmy Fallon stars for Michelob Ultra
When B&T ran this one last Thursday we called it possibly “the best commercial ever made”. So, it’s odd it’s only made the number two spot for our best Super Bowl ads for 2020. Starring Tonight Show host Jimmy Fallon, the spot uses a host of sports stars – John Cena and Usain Bolt, to name but two – to flog the merits of Michelob Ultra low-carb beer.
3) Snickers “Fix The World”
If it’s twisted and big budget you’re looking for in a Super Bowl spot then confectioner Snickers has won the race in 2020. Some commentators have labelled this one of the most “cynical ads ever”, but arguably it’s really just a whole lot of fun.
4) Cheetos stars MC Hammer
With Jeep reprising the 1993 film Groundhog Day, Cheetos has also gone the nostalgic route, celebrating the 30th anniversary of MC Hammer’s classic U Can’t Touch This to flog its decidedly cheesy looking Cheetos Popcorn. It kind of feels we’ve seen this before in previous Doritos’s Super Bowl spots, but it’s good fun all the same.
5) Amazon Alexa starring Ellen DeGeneres
Amazon’s ad stars Ellen DeGeneres and her wife, actress Portia de Rossi, imagining life before the company’s voice assistant Alexa. Well, it’s probably a lot more “before” than too much of Ellen or Portia.
6) Pepsi enlists Missy Elliott
Typically, humour’s been Pepsi’s schtick for its annual Super Bowl outing, however, this year it’s gone big budget music video as Missy Elliott sings a cover of The Rolling Stones’ Paint It Black. Like most Pepsi ads, it also includes the mandatory attack on its arch-rival, the red-canned Coke.
7) Audi does Frozen via Game Of Thrones Star Maisie Williams
Actor Maisi Williams sings along to one of the most catchy film toons in cinematic history to flog Audi’s e-tron family of electric vehicles.
8) Beer brand Budweiser does “The Typical American”
It wouldn’t be a Super Bowl without a Budweiser ad. This time the beer brand has enlisted none other than Oscar-winning director Kathryn Bigelow (The Hurt Locker) to play to the patriotic heartstrings. It’s nice, it’s sweet, it’s relatively low-budget and it works.
9) Doritos does “Cool Ranch Dance”
Rapper Lil Nas X finds himself in a gun fight in the old west up against legendary actor Sam Elliott. Mercifully, there’s no guns just some pretty bizarre dance moves. It’s arguably one of those spots that’s funny just the first time around.
10) Google’s “Loretta”
The world’s biggest tech company goes low-key for its Super Bowl outing, starring a man reminiscing about his wife, using the Google Assistant feature that pulls up old photos of her and their past holidays together.
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