Rihanna Will Headline Super Bowl 57 Halftime Show

We can stand under her umbrella. It’s a new era for the Super Bowl Halftime Show. The event, now sponsored by Apple Music, will have superstar Rihanna as its headliner. Super Bowl 57 is scheduled to air on Fox on Feb. 12, 2023, and will feature the nine-time Grammy winner as its headline performer for…

Fox’s Super Bowl 57 Ad Inventory 95% Sold Out, With Spots Selling For More Than $7 Million

If brands want to see themselves in the Big Game, they better move fast. Two months after Fox wrapped its upfront negotiations, the company revealed that its Super Bowl 57 ad inventory is nearly gone, with 95% of its in-game inventory already sold five months before the event. Fox’s ad sales team sold the majority…

Molson Coors Is Returning to the Super Bowl

Super Bowl 57, which Fox is scheduled to air on Feb. 12, 2023, is bound to feel different–at least from a marketing perspective. Not only will the halftime show have a new sponsor after Pepsi decided to walk away, following a decade of performances, but the Big Game is also likely to feature a variety…

Breaking Up But Staying Friends: When Brands No Longer Want to Be Exclusive

Recently Anheuser-Busch gave us something to sip on: They announced that they’d be ending their 34-year run as the Super Bowl’s exclusive alcohol advertiser. This comes just a few short weeks after Pepsi announced they’d be ending their decade-long sponsorship of the Super Bowl Halftime Show. The Super Bowl is, in many ways, as much…

Anheuser-Busch Ends 34-Year Run as the Super Bowl’s Exclusive Alcohol Advertiser

Anheuser-Busch has been the Super Bowl’s sole alcohol advertiser for more than three decades, locking up category exclusively for each game since 1989–until now. Today, the company behind Budweiser, Bud Light and Michelob Ultra announced it will not renew its exclusivity deal for Super Bowl 57, which Fox will broadcast on Feb. 12, 2023. The…

Did Pepsi Make the Right Move Walking Away From the Super Bowl Halftime Show?

Every year, millions of people anxiously wait for one big announcement: Who will perform at the Super Bowl Halftime Show? Will it be a cultural moment in time? Will it be a throwback? Will Taylor Swift finally take the stage? (Okay, it’s probably just me asking that question.) And with that, millions of eyes have…

Pepsi Will No Longer Sponsor the Super Bowl Halftime Show

Pepsi is bowing out of its association with the Super Bowl Halftime Show. After a decade as the presenting sponsor of the Big Game’s star-studded entertainment break, Pepsi has decided this year’s performance featuring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar will be its last. The soft drink giant plans to…

Adnatomy: How Kia’s Robo Dog Won the Super Bowl of EV Auto Ads

Kia’s “Robo Dog” premiered at the Super Bowl and became an instant fan favorite, ranking fourth among 64 ads on USA Today’s Ad Meter and No. 1 among auto ads. In the ad, Robo Dog sits in a store window, longing to be adopted. Eventually it spots the perfect pet owner–an electric car driver–and gives…

Infographic: How Willing Are People to Use QR Codes?

Nearly two months after the Super Bowl, the advertising industry is still abuzz about Coinbase’s minutelong commercial of a bouncing QR code. It undoubtedly worked to drive traffic to the cryptocurrency platform’s website, which buckled under the 20 million hits it received within a minute of the ad airing. But how willing are most people…

The Crypto Bowl: Did the Big Game Give Crypto Exchanges a Boost 1 Month Out?

It’s been more than a month since cryptocurrency exchanges FTX, eToro, Coinbase and Crypto.com broadcast their first Super Bowl commercials in what many have dubbed the “Crypto Bowl.” Having ramped up mainstream marketing over the past year, these companies were hoping a turn on advertising’s biggest stage would jolt growth in their respective user bases…

Crypto.com, Snap Create AR Lens Based on Super Bowl Spot With LeBron James

Crypto.com teamed up with Snap Inc. on a new augmented reality lens that follows up the cryptocurrency exchange’s Super Bowl ad by bringing Snapchatters inside LeBron James’ bedroom in 2003. In the spot, the National Basketball Association superstar confronts his 2003 self about the pressure of living up to his potential. The lens is available…

Coinbase’s Super Bowl Ad Certainly Drove Interest. But for Who?

It doesn’t happen during every Super Bowl, but every few years an iconic commercial airs that will be remembered long after the winning team becomes a historical footnote. I believe this will be the year that crypto goes mainstream. But once the buzz dies down, what will these brands have to show for their investments?…

How Coinbase Broke the Offline-to-Online Marketing Paradigm

As it turns out, the biggest winner from Super Bowl 56 was not the Los Angeles Rams, but Coinbase and its ingenious TV ad. Marketers everywhere know that the simpler the ad the better, and Coinbase’s floating QR code that nostalgically reminded us all of the DVD era was the perfect combo of curiosity-piquing, non-complicated…

Marketing Morsels: A Sweaty Old Spice Deepfake, High-Octane Skittles and More

Welcome to Marketing Morsels, a menu of delightful news items from the past week. Enjoy the assortment! Morsel #1: What Is Madewell Made Of? Clothing brand Madewell and agency Yard NYC are launching the latest set of spots in their ongoing “What Are You Made Of?” campaign. This installment features “culinary creatives” Sohla El-Waylly, Padma…

How QR Codes Made Waves at the 2022 Super Bowl

Tens of millions of Americans likely did a collective double take during the opening minutes of this year’s Super Bowl, when their screens went black but for a color-changing QR code that floated from one edge to another in an imitation of a classic DVD screensaver. The minute-long spot was a bold gambit on the…

Willie Nelson Wears Sketchers, And It’s Perfectly Legal

Willie Nelson is a funny man. The brand team at Sketchers thankfully recognizes this and created a commercial that highlights Mr. Nelson’s dry wit. The legendary recording artist appears in two new Skechers commercials, both filmed on his Luck Ranch in Spicewood, Texas. “Willie Nelson is an American icon whose appeal knows no boundaries and […]

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Does the Super Bowl Ad Blitz Still Make Sense?

You just spent $7 million on a 30-second Super Bowl ad… and it flopped. Sure, the Big Game winners get their share of fanfare; this year it was the Coinbase QR code spot, which offered a limited time promotion of $15 in free Bitcoin to new users, along with a $3 million giveaway. But the…

3 Takeaways From Last Weekend’s Livestream Concerts

Every year, the advertising and branded-content landscape surrounding the Super Bowl is a feeding frenzy to attract consumers attention. Brands in this year’s big game reportedly spent $7 million for a 30-second spot, making the price of an ad on Super Bowl 56 the most expensive game to advertise on to date. Across all advertising…

Brands Had to Pay More for Ads on Social During Super Bowl 56

As more brands lean on social for messaging during the big game, advertising across the board on platforms was more expensive in 2022. The price for social ads on platforms like Facebook, Instagram, Pinterest, Snap and TikTok were 26% higher than in 2021, according to paid social advertising platform StitcherAds. The average cost per one…

Supply of Avocados from Mexico Cut Short by U.S. Dept. of Agriculture

Before the Super Bowl on Sunday, Michoacán Gov. Alfredo Ramirez Bedolla boasted about the state’s avocado sales on Twitter, writing that “regardless of who wins the game today, the avocado produced in Michoacán is already the real winner of the night.” Solamente en febrero, se espera una venta de aguacate por 350 millones de dólares. […]

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