February 10, 2023

It’s Super Bowl Week

Frankie Pike

This Sunday, the biggest players will go head-to-head in the most competitive (and expensive) showdown of the year: the Super Bowl ads.

Last year, Coinbase’s bouncing QR code ad made the most noise. But who will it be this year?

These are the brands to watch:

  • Anheuser-Busch ended its exclusive partnership with the Super Bowl last year, so for the first time in more than 30 years, other alcohol brands will air ads during the game. Anheuser-Busch’s brands, Michelob Ultra and Budweiser, will be taking big swings with a “Caddyshack” spoof featuring Serena Williams and NBA player Jimmy Butler, as well as the “Six Degrees of Bud,” which is narrated by Kevin Bacon and featuring Metro Boomin.
  • Meanwhile, Samuel Adams is reimagining a cheerier Boston, and Busch Light will feature Sarah McLachlan in a tent with a white wolf. Molson Coors—the parent company of Miller Lite and Coors Light—will be running an ad, but has not specified which of its brands it will advertise. The company ran print, outdoor, and digital ads asking consumers which brand deserved the spot.
  • BIC will introduce an EZ Reach lighter via Willie Nelson as the messenger, accompanied by Snoop Dogg and Martha Stewart.
  • Alicia Silverstone and Elisa Donovan will reprise their roles from Clueless to promote Rakuten.

Check out more sneak peaks of the ads to-be here.

Why Car Ads Will Be Largely Absent

Automakers are typically among the biggest Super Bowl advertisers, but most are bypassing the event this year.

“This has less to do with the Super Bowl itself and more to do with individual issues within the automotive industry,” Eric Haggstrom, director of business intelligence for Advertiser Perceptions, told CNBC. “The auto industry has been battered by supply chain issues, inflation eating into consumer budgets, and rising interest rates that have made car payments dramatically more expensive.”

Last year, the automotive industry spent $99.3 million on Super Bowl ads, making it the largest industry segment.

General Motors will be running an ad this year in collaboration with Netflix. The ad will feature Will Ferrell and promote electric vehicles.

Other news

  • 38 percent of marketers are shifting their strategy from customer acquisition to loyalty, according to Marketing Dive. This is how Expedia’s focus on loyalty is paying off.
  • PepsiCo will not be sponsoring this year’s Super Bowl halftime show for the first time in a decade (Apple Music will be replacing the brand), but its continued brand investment through other platforms is driving growth.
  • Shopify added more than 100 product updates yesterday, including a one-page checkout
  • That’s all for this week‘s Marketing Roundup. Check back in next Friday for more news. And subscribe to our newsletter below for additional updates.