This year’s Super Bowl advertising appears to be more standard fare.
“What we’re seeing in the Super Bowl advertising that I’ve seen so far is really the tried and true approaches that have always worked in the game to entertain people and engage them and be effective,” said Mr. Newman of MullenLowe. “They’re babies, they’re puppies, they’re big physical humor, cinematic productions, nostalgic music, those sorts of things.
“There was really a more serious tone in last year, and at that time, we continued to really provide what we thought was a moment of release,” said Rachel Ferdinando, senior vice president and chief marketing officer at Frito-Lay North America, which is also running a commercial for Lay’s potato chips. “In some ways, [this year] was staying the course for us. Maybe for others it’s going to be a pivot.
A teaser for MullenLowe’s ad for Morgan Stanley’s E*Trade trading platform hinted that the brand’s spokesbaby, once a Super Bowl staple, will return after nearly a decade in retirement.Budweiser is bringing back its famous Clydesdales in this year’s ad, titled “A Clydesdale’s Journey.” It features a horse becoming injured, then eventually recovering enough to run again, and concludes with the words, “In the home of the brave, down never means out.
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