The Super Bowl Game Day ad competition is getting closer, the stakes are getting higher and the teasers are evolving into ad previews.
Pepsi is late to add its teaser to the mix – and to add to the celebrity hyperload – but Ben Stiller and Steve Martin, make it all worthwhile with their sweet, snide pokes at one another and a script that really does makes you wonder what the hell will come next (and how the hell do these two grown men fit into Pepsi’s target market profile.
Paramount+ is still on Paramount Mountain with a bunch of its characters, such as Dora the Explorer, Beavis and Butt-head and Captain Pike from Star Trek trying to climb it. But this year, a larger than life Sylvester Stallone has joined the 60-second spot (A 30-second cutdown will run during the game). He is both personified as Paramount Mountain and himself, and he has brought his three daughters with him, Sophia, Sistine and Scarlet. Stallone is the star of the streaming service’s hit series, Tulsa King.
The spot is a repeat performance for Droga5; production company, O Positive; and director, David Shane.
AB InBev’s Bud Light is bringing its expected dose of humour but it’s quite different from that of previous year – less LOL, less flashy, more soft smile and sophistication. In the 30-second ad, Miles and Keleigh Teller turn the frustrating experience of being stuck on hold into a small dance party – with a Bud Light. The style of the spot coincides with a “new era for Bud Light” as the beer delivers “something totally new and unexpected”, Alissa Heinerscheid, vice president of marketing for Bud Light, said in a statement. In practice, that new and unexpected thing seems to be “easy drinking beer”. Mostly, Bud Light is facing the same challenges as all mainstream beers – attacks from several sides, including within the beer genre. It is hoping to open up to a younger generation and a broader crowd within it.
The theme of the ad is that you can let little frustrations ruin your day or you can kick them off with a couple of Bud Lights and a bit of fun.
Meanwhile, David & Goliath, has given Kia the ultimate air of mystery with its teaser, which is simply this:
…which it followed the next day with this:
and a message that reads: They have provided soothing comfort to millions around the world for over 100 years. And yet, with literally thousands of emojis available on computers and mobile devices, this one stands out as being conspicuously absent – the Binky. To make the Binky emoji available to all, please sign Kia America’s Binky Petition at Change.org/KiaBinkyEmoji and to find out why this matters tune into the Super Bowl on 2.12.23.
