Will Smith won’t be on-camera for Peacock’s gritty reboot of The Fresh Prince of Bel-Air, but he’s front and center in a new Super Bowl promo for the series, Bel-Air. In the spot, Will Smith leads fans from all over the world in singing a remix of his iconic theme song from the original ’90s…
Playing off the idea that life is a gamble, DraftKings is bringing the big bets for Super Bowl 56. Making its second consecutive appearance in the Big Game, the sports betting site focuses on taking risks in its 30-second clip airing during the first quarter of the Super Bowl. The spot was produced by creative…
How do you build a convincing argument for an unsexy-but-practical business model? Get the sexiest man alive to make it for you. Dutch online travel agency Booking.com brought in filmmaker, musician (“ask Meghan and Harry”), automotive enthusiast, and Golden Globe-winning actor Idris Elba to pitch the brand’s square-but-reliable service to a Super Bowl audience. The…
Arnold Schwarzenegger and Salma Hayek Pinault play god, toss lightning around a well-to-do retirement community and power their own electric BMW. Is this heaven? No, it’s Palm Springs. Airing during the third commercial break of the Super Bowl’s first quarter, this 60-second spot from agency Goodby Silverstein & Partners and Academy Award nominated director Bryan…
Pringles has been flavor stacking since 2018 for its Super Bowl spots, layering different flavors of chips to find the ultimate combo. This year, the Kellogg Company brand of crisps decided to take a different approach, playing on the concept of people getting their hands stuck in Pringles cans trying to reach the last few…
Citizens of ancient Rome–they’re just like us! They attend tailgate parties, look down on Barbarians and very much enjoy a bowl of guacamole. That’s more or less the plot of Avocados From Mexico’s 30-second Super Bowl commercial, scheduled to air in the first quarter. Created by Austin-based agency GSD&M, the ad marks the brand’s seventh…
When your business plan centers around helping families teach children about finance, how do you justify investing nearly $7 million in a Super Bowl ad? Family based Greenlight Financial Technology considers it a lesson in value. Tim Sheehan, co-founder and CEO of Greenlight, created a platform that allows parents to automate allowance, manage chores, set…
Toyota’s 60-second Super Bowl ad titled “Brothers” tells the story of Canada’s most-decorated Winter Paralympic athlete Brian McKeever and his brother, Robin McKeever. The ad airs tonight during NBC Olympics primetime coverage and will re-air on NBC during the Super Bowl. The McKeever brothers are both dedicated athletes. Robin McKeever competed in the 1998 Winter…
Lizzo might feel “good as hell,” but she’s also looking it in this upcoming Super Bowl ad. The award-winning artist appears in a 22-second teaser released today, #SeenOnPixel, for Google’s Pixel 6 phone that highlights its camera feature, Real Tone. The ad celebrates people across race, age and gender by featuring pictures of them to…
The glory of having your team reach the Super Bowl is often replaced by anguish if things don’t go that team’s way, and that’s where Philadelphia-based meats and cheese purveyor Dietz & Watson comes in. The company teamed up with independent creative agency Red Tettemer O’Connell + Partners on “Emotional Support Dogs,” which will help…
Attaching a mobile phone holder to an SUV dashboard is apparently an incredibly sensitive task that is not fit for civilians–it can only only be executed by a highly-trained special operations team, as seen in WeatherTech’s Super Bowl ad. The brand, which specializes in automotive accessories, home and petcare products, will run its 30-second, action-themed…
In his nearly 40-year career, Golden Globe and Emmy Award-winning actor Steve Buscemi has played roles as diverse as a criminal hired to kidnap a car salesman’s wife to a middle-aged man seeking love via personal ads and the bad guy in a Pixar film. Now, in just his second Super Bowl spot ever, he’s…
For Super Bowl 56, one beer brand is pulling out all the stops for its new 80-calorie light beer–a product it calls a symbol of its “continued commitment to innovation.” Another beer tentpole may argue that such a feat is only amazing if you don’t understand how math works. In response to Bud Light’s new…
Jim Carrey is dusting off his cable repair gear for Verizon’s Super Bowl ad. The actor will reprise his role from the 1996 comedy The Cable Guy for a 60-second spot promoting the carrier’s 5G in-home and business services, marking the company’s fifth consecutive appearance in the Big Game. Australian actor Geraldine Viswanathan is also…
PepsiCo is going into the 2022 Super Bowl with a strategy of mashing up quite a few household names–and not just Pepsi halftime show performers Eminem, Snoop Dogg, Mary J. Blige, Kendrick Lamar and Dr. Dre. Building on a tactic that was rare until recent years, the beverage and snack giant will be packing multiple…
Online sports gambling has exploded in the U.S. since its legalization in 2018, putting savvy publishers in a position to profit off the $52.7 billion fans wagered on professional athletics in 2021, per data firm Morning Consult. Several have generated millions in revenue by signing multiyear partnerships with gambling operators, and many of these arrangements…
Tickets to this year’s Super Bowl in Los Angeles will come with commemorative nonfungible token (NFT) collectible versions customized with each seat number. Two cryptocurrency exchanges–Crypto.com and FTX–will air dueling ads during commercial breaks. And at least some brands have discussed the idea of featuring NFT sales as part of their Super Bowl campaigns this…
The Super Bowl is built to sell products–including the host cities themselves. Super Bowl 56 host Los Angeles missed an opportunity to hold the Big Game in 2021 due to stadium construction delays, but its understudy in Tampa, Fla., provided a valuable lesson on the event’s value to a city. Last year’s installment was limited…
The turning point was 1993. For the 26 Super Bowls preceding, the halftime show had been little more than a glorified station break: 20 minutes to run to the bathroom, fetch a beer and stir the onion dip. While the occasional fading star made an appearance (Carol Channing in 1972, for example), the early halftimes–however…
Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. The Super Bowl is coming up, which is a major competitive event for–you guessed it–advertisers. If you’re reading this column, you’ll probably focus a lot on the commercials while watching the…
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