Super Bowl LVIII is set to opt for traditional humor and entertainment in commercials, shunning the inclusion of cryptocurrency and AI ads. With the Kansas City Chiefs gearing up to face the San Francisco 49ers on February 11, the focus is set on the event’s commercial ads.
Quick Take:
- Super Bowl LVIII opts out of crypto and AI advertisements for more traditional ones.
- Advertisers shell out up to $7 million for a 30-second Super Bowl spot.
- Brands like BMW, Budweiser, State Farm, Oreo, DoorDash, and Hellman’s Mayonnaise lead the race to run ads in the game.
- Last year, companies like FTX, eToro, Crypto.com, and Coinbase showcased their presence during the Super Bowl.
These ads engage millions of viewers and therefore, they carry a huge value. Major brands like BMW, Budweiser, State Farm, Oreo, DoorDash, and Hellman’s Mayonnaise have secured slots for this year’s big game. It shows that the Super Bowl is back to a more traditional ad approach.
In recent years, Super Bowl commercials featured cryptocurrency and artificial intelligence ads. However, this year the event aims to entertain a broader base of viewers.
Humor and entertainment companies are preparing to invest heavily with estimates suggesting that a 30-second ad spot during the Super Bowl could cost up to $7 million.
The match between Kansas City Chiefs and San Fransisco 49ers is expected to draw a massive audience amid the attendance of popular singer Taylor Swift, whose partner Travis Kelce will feature for the Chiefs.
Super Bowl Abstains From Crypto Ads – But Why?
Super Bowl LVIII’s commercial lineup without cryptocurrency ads is particularly noticeable considering the sector’s high representation in the last year. Companies like FTX, eToro, Crypto.com, and Coinbase made headlines with big-budget ads.
It looked like high-profile crypto firms were entering the mainstream media sphere. However, the events in the crypto space following recent years’ Super Bowl ads were not quite encouraging.
Most importantly, the crash of the FTX exchange was a big blow to the crypto market. Following the collapse of the crypto exchange, Larry David claimed he was an idiot for appearing in the humorous FTX advertisement. The incident led to several lawsuits for David and other participants.
The aftermath has led to decreased investor confidence and heightened caution among advertisers. Therefore, traditional advertisers all around the world are reluctant towards crypto ads.
The decision to adopt a more traditional and entertaining approach in the sporting event’s commercials aligns with the insights of Paul Hardart, a clinical professor of marketing at New York University’s Stern School of Business.
Hardart added,
“Given the current global uncertainties, including geopolitical conflicts and a polarized political climate, it appears that advertisers are leaning toward feel-good advertisements that are more focused on fun, humor and entertainment — aligning with the Super Bowl’s uplifting spirit.”
Advertisers might be interested in stepping away from the more serious and complicated topics of recent years. Large crowds and the presence of A-list celebrities like Taylor Swift underscore the strategy of capturing viewers’ attention through light-hearted content.
