Stars Align: How Humor and Nostalgia Shaped This Year's Super Bowl Spotlight

Star-Studded Nostalgia and Light-Hearted Humor Steal the Show in Super Bowl Ads

The Super Bowl is not only celebrated for the thrilling football competition but also for its extravagant commercials that can captivate audiences across the nation. This year, a notable trend emerged in the advertising space: a preference for nostalgia and light-hearted humor over controversy. With a staggering price tag of roughly $8 million for a mere 30 seconds, brands took a conservative approach, aiming to entertain while largely sidestepping any polarizing themes. After all, when your audience is made up of millions, the last thing you want to do is alienate potential customers.

In 2023, the commercials showcased an impressive lineup of celebrities, each working to lend charm and excitement to their respective brands. For instance, Eugene Levy, known for his iconic role in "Schitt’s Creek," humorously lost his eyebrows in a comedic bit for Little Caesars. Meanwhile, the beloved old ladies in the WeatherTech ad went on a zany joyride, while a commercial for Coors Light featured sloths experiencing “the case of the Mondays.” British singer Seal transformed into an actual seal for a hysterical riff on his own name in a Mountain Dew commercial. These humorous moments successfully engaged viewers, keeping the atmosphere light as they enjoyed the game with friends and family.

Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management, noted that this year’s Super Bowl posed a unique challenge for advertisers. The ad development coincided with the 2022 U.S. presidential elections, prompting many to tread carefully around topics that might incite conflict. Calkins remarked on the need for brands to strike a balance between safety and interest, stating that while playing it safe may help avoid backlash, it can also lead to forgettable content. As memory recall plays critical role in ad effectiveness, advertisers faced the daunting task of creating memorable experiences without risking controversy.

Themes of nostalgia were prevalent in many ads, employing a strategy that appealed to various generations by rekindling fond memories. Budweiser showcased their beloved Clydesdales alongside an adorable foal wanting to join the iconic delivery team. Meg Ryan and Billy Crystal revived a take on their famous "When Harry Met Sally" deli encounter, this time with a comedic twist favoring Hellmann's mayonnaise. Other ads leaned into classic character cameos, like the Muppets teaming up with Booking.com, or a parade of delightful mascots including the Pillsbury Doughboy and Mr. Clean for Instacart. These nostalgic elements didn’t just serve to entertain; they connected products to significant cultural moments, enhancing their emotional resonance.

The integration of celebrities and unexpected pairings added to the innovative marketing strategies visible during the Super Bowl. Michelob Ultra featured actors Catherine O'Hara and Willem Dafoe as pickleball champions, while soccer star David Beckham and actor Matt Damon appeared as long-lost twins bonding over Stella Artois. Celebrity chef Gordon Ramsay joined forces with comedian Pete Davidson for a quirky HexClad commercial, while Post Malone shared a lively block party for Bud Light. The presence of such diverse star power ensures that viewers engaged with various demographics, although Linli Xu, a marketing professor at the University of Minnesota, noted the risks associated with celebrity-heavy marketing. While endorsements from A-listers can generate buzz, their overwhelming presence may sometimes detract attention from the brands they’re promoting.

The focus on female empowerment and representation was another noteworthy theme this year. Companies like Novartis and Lay's emphasized messages of empowerment with ads featuring anecdotes about women's health and young girls growing potatoes, respectively. Nike leveraged its platform to highlight remarkable female athletes, asserting a motivational message about defeating the limitations placed on them. Additionally, the NFL encouraged girls’ flag football to gain varsity recognition, cementing an important presence in women's sports. These campaigns reflect a shift toward inclusivity, appealing to the rising number of female viewers and addressing pertinent social issues.

Of course, humor did take various forms at this year's Super Bowl, some groaning toward the absurd. Ads employed catch-and-release gags with Jeremy Strong emerging from a Dunkin’ coffee can while covered in grounds, and mustaches making a mock escape in a Pringles commercial featuring big names like Andy Reid and Nick Offerman. Though such quirky humor could capture attention, marketers must be cautious about crossing the line into the realm of distastefulness. Meanwhile, serious undertones crept in with campaigns addressing significant social issues—Pfizer discussed cancer research, and the Foundation to Combat Antisemitism featured celebrities like Snoop Dogg and Tom Brady promoting unity amidst divisiveness.

The surge of artificial intelligence references also marked a new trend this year. Stars like Chris Pratt, Chris Hemsworth, and Kris Jenner featured in ad campaigns promoting the benefits of AI, branding it as an essential lifestyle tool. Google even highlighted local businesses using its AI assistant for storytelling. However, humor found its way into AI discussions as well, particularly in a Cirkul ad misfiring with comedic exaggeration of an accidental massive order. The ultimate lesson from the 2023 Super Bowl commercials underscores the evolving landscape of advertising, blending stars and humor, nostalgia and social consciousness—all while keeping the audience captivated during the big game.