AI Firms Prioritize Enjoyment Over Seriousness
This year’s Super Bowl commercial landscape saw a notable shift towards lightheartedness and nostalgia, a departure from the more serious tones of previous years. Advertisers aimed to evoke joy and connection rather than focusing on heavy themes. The commercials featured a mix of celebrities, absurd scenarios, and playful narratives, reminiscent of a more carefree era.
Key Highlights of the Super Bowl Commercials
- Ben Stiller and Benson Boone: Featured in a vibrant ad for Instacart, where they engaged in comedic antics while dressed as throwback musicians.
- Andy Samberg: Starred in a quirky spot for Hellmann’s mayonnaise, showcasing a humorous take on nostalgia.
- SNL Cast Members: Included Ana Gasteyer, Kenan Thompson, Colin Jost, and Michael Che, who contributed to various campaigns throughout the night.
- Budweiser’s Clydesdale Commercial: This ad highlighted the touching bond between a Clydesdale horse and an American bald eagle, set to Lynyrd Skynyrd’s “Free Bird.”
Advertising Strategies Emphasizing Enjoyment
According to Ellie Bamford, chief strategy officer at VML North America, this year’s commercials struck a joyful tone, moving away from sad narratives. As more brands focused on fun, they steered clear of divisive messages, opting instead for a light-hearted approach.
Creative director Erin Sarro from Two Tango Collaborative noted the absurdity found in many advertisements. The offbeat elements were exemplified in the Liquid I.V. commercial, which featured singing toilets in a comedic homage to Phil Collins.
Star-Studded Campaigns and Cultural References
Ben Affleck made his fourth appearance in a Dunkin’ commercial, featuring a star-studded lineup that included Jennifer Aniston, Tom Brady, and others, alluding to the vibe of 1990s sitcoms. This ad, however, raised questions about its effectiveness in balancing celebrity and brand messaging.
Further showcasing the theme of enjoyment, the Instacart ad was touted for providing a sense of escapism. Executives emphasized that consumers appreciate levity in their viewing experiences.
Serious Themes Amidst the Humor
Despite the dominant trend of cheerful advertisements, some spots did explore serious issues. A commercial from Rocket Mortgage and Redfin depicted a poignant story of two families overcoming their prejudices, highlighting the importance of community and connection.
Lady Gaga’s rendition of the “Mr. Rogers’ Neighborhood” theme showcased the intent of addressing broader societal themes, though some executives felt such attempts skirted deeper discussions on race and class.
The Role of AI Companies in Advertising
This year’s Super Bowl also featured an influx of advertisements from AI firms. Amazon’s humorous take involved Chris Hemsworth confronting his new Alexa’s potential abilities. Anthropic humorously critiqued rival OpenAI’s decision to add commercials to ChatGPT.
Daniel Lobatón, chief creative officer for a Miami-based agency, noted that these emerging companies are still finding their voice in the advertising landscape.
Conclusion: A Shift Towards Joyful Advertising
The 2023 Super Bowl proved to be a turning point for commercials, prioritizing enjoyment over seriousness. As brands opt for humor and nostalgia, the balance of celebrity presence and brand messaging remains a challenging yet crucial aspect of this year’s advertising strategy.
