It kind of spoils the excitement of the “other Super Bowl” competition when brands release their ads ahead of the game, but when you’re paying so much for 30-seconds in the sun, you’re going to want to get more than the trade media talking about you. Pepsi, Stella Artois, Pringles Michelob Ultra and Michelob Ultra Pure Gold (the brand’s new organic beer) have released their Super Bowl ads.
As hinted by Pepsi’s three teasers, Steve Carel, Cardi B and Lil John feature in its ad. What wasn’t expected was the challenger focus. The Goodby Silverstein & Partners ad plays on the real-life phenomenon of people asking for a Coke in restaurants.
“Every day, there are millions of people who enjoy Pepsi, people who love this brand, yet they continue to be asked ‘Is Pepsi OK?,'” stated Todd Kaplan, vice president of marketing for Pepsi, in the trade release. “We felt that it was time to address this question head-on.”
Pepsi is also run a 10-second lead-in during the halftime show, which it sponsors.
Stella Artois is hoping to win people back from the cocktail trend. Carrie Bradshaw (Sarah Jessica Parker), who gave the Cosmopolitan a second lease of life, and The Dude from the Big Lebowski (Jeff Bridges), who reignited the White Russian’s fame, promote the idea of change in Mother’s ad for the brand.
Bridges cryptic tweet teaser received 211,000 Likes and 77,000 comments before it was superseded by his reveal tweet four days later.
Can’t be living in the past, man. Stay tuned. pic.twitter.com/zL2CLYhGAM
— Jeff Bridges (@TheJeffBridges) January 24, 2019
Pringles’ Super Bowl teaser gave the game away, but the full ad by Grey Group has been released ahead of time anyway. As promised, it does feature a personal assistant device who’s sad that she can’t taste stacked Pringles.
Michelob Ultra‘s ad also features robots. In this case, the robots represent people who are so focussed on their achievements they don’t have any fun. The low-calorie beer has positioned itself uniquely as the post workout brew for several years and the ad builds on the brand’s tagline, Live Fit, Live Fun.
FCB Chicago’s second Super Bowl ad, for Michelob Ultra’s organic Pure Gold beer, relies on the sex appeal of Zoe Kravitz and new trend ASMR (autonomous sensory meridian response), in which people experience a pleasant sense of calm in response to certain sounds in films.