The Super Bowl's massive audience is a huge draw for advertisers. Here are 10 brands running Super Bowl commercials for the first time in 2020., Business Insider - Business Insider Singapore
by Tanya Dua, Business Insider US- Dozens of brands are about to descend on your TV screens during the Super Bowl this year, and many of them are first-timers.
- They are Bud Light Seltzer, Facebook, Little Caesars, Sabra, and Saucony.
- For some, the Super Bowl’s live, captive audience is a big draw, while others like Faceook are trying to win over consumer trust after a tough couple of years.
- Visit Business Insider’s homepage for more stories.
Dozens of brands are set to descend on your TV screens during the Super Bowl this year.
Many including Facebook, pizza chain Little Caesars, and hummus maker Sabra are first-timers, joining returning Super Bowl advertisers like Budweiser and Pepsi.
For Little Caesars, which is running a 30 second-long ad during the third quarter, the Super Bowl’s large captive audience is a big draw as people are migrating away from TV. The Super Bowl drew an average televised audience of around 98.2 million viewers last year, according to Nielsen.
“While the media market is considerably evolving, the Super Bowl remains the best way to reach as many people as possible at once,” Jeff Klein, SVP of global marketing at Little Caesars, told Business Insider. “It’s not just about viewers, it’s about engagement – there are many people that tune in for the commercials rather than the game – there’s nothing else quite like it.”
Others, like running brand Saucony, wanted to tap into the tentpole nature of the Super Bowl, albeit with a different strategy. The company is buying ads on Fox’s streaming platforms, rather than the network, because it’s seen recent success on connected TV and streaming platforms, said Don Lane, Saucony’s CMO.
“We purposefully are targeting streaming viewers because our research shows they are a discerning and connected audience,” Lane said. “We’ve had good luck with connected TV recently, it drives search interest and traffic to our site.”
Other brands including New York Life, Snickers and Squarespace are returning to the Super Bowl after sitting out in recent years. New York Life was a prolific advertiser in the ’80s, and is making a comeback after decades to launch a new campaign marking its 175th anniversary.
“This is a significant milestone for our brand, and one that provides us with a once in a generation opportunity to make a powerful statement about our brand and our role in peoples’ lives,” said Kari Axberg, New York Life’s VP of brand marketing. “
Here are the advertisers running Super Bowl commercials for the first time:
Bud Light Seltzer
While Bud Light Seltzer’s parent company Anheuser-Busch InBev is a regular advertiser, the new beverage is making its Super Bowl debut this year.
The brand is currently taking social media votes on which Post Malone-themed spot to run: an ad with both Bud Light and Bud Light Seltzer, or another one with mango seltzer.
Watch the first spot here:
Facebook’s 60-second spot will promote its Groups feature and stars Chris Rock and Sylvester Stallone.
The spot, created by agency Wieden + Kennedy, comes as the tech company has been attempting to rebuild consumer trust after a spate of controversies in recent years.
Here’s one of the teasers:
Hard Rock International
Hospitality brand Hard Rock International is cashing in on the Super Bowl happening at the Hard Rock Stadium in Miami with its first commercial at the big game.
The spot, directed by Michael Bay, was edited following Kobe Bryant’s death. Watch the teaser below:
Little Caesars
Pizza chain Little Caesars will its first Super Bowl commercial this year, highlighting its move into delivery with DoorDash.
The ad, produced by ad agency McKinney, stars “The Office” actor Rainn Wilson, and proclaims its delivery service is the best food invention since sliced bread.
Watch it below:
Pop-Tarts
The Kellogg’s brand will air its first Super Bowl spot: A 30-second ad starring “Queer Eye” star Jonathan Van Ness promoting a new pretzel flavor.
The ad by agency MRY will run right before the two-minute warning in the first half of the game.
Watch it below:
Quibi
You probably haven’t heard of it yet, but that’s probably why Quibi, Hollywood exec Jeffrey Katzenberg’s soon-to-launch mobile streaming service, is running its first national ad during the Super Bowl.
The 30-second spot tells you what Quibi stands for – quick bites – and drives the message that you can watch episodes on the platform in 10 minutes or less. It was produced by BBH Los Angeles.
Watch it below:
Reese’s
Hershey is making its Super Bowl debut with an ad for Reese’s Take 5.
Here’s its extended spot:
Sabra
Sabra is making its Super Bowl debut this year with a 30-second spot by VaynerMedia.
The spot’s cast includes rapper T-Pain, drag queens Miz Cracker and Kim Chi, and “Real Housewives of New Jersey” stars Caroline Manzo and Teresa Giudice.
Watch the teaser:
Saucony
Saucony is buying ads on Fox’s streaming platform as it saw a 29% uptick in search volume during its last connected TV media buy, according to the company.
It is running ads produced by Arnold Worldwide to promote its first biodegradable shoe.
Walmart
The retailer’s ad is set to run in the first quarter and is a 60-second spot that features characters and vehicles from movies like “Arrival,” “Men in Black,” and “Star Wars” coming together to fulfill online orders curbside at Walmart.
Here’s the extended cut: