by Ben Ehlers Design | FEBRUARY 12, 2023
Super Bowl LVII Advertisement Predictions: Who Will Be Victorious?
It is that time of year again. A time when we all celebrate the game of football (American Football) by crowning a "world champion" in the annual Super Bowl.
There are some amongst us who may not place a lot of importance on the outcome of the game. Perhaps you are not a fan of the Philadelphia Eagles or the Kansas City Chiefs. Will you still be watching? Of course, these days you could argue that more people tune in for the commercials...
Since 1984 when Steve Jobs and Apple Computers created a huge buzz with their Super Bowl commercial announcing the soon-to-be-released "Macintosh Computer", ad agencies have been trying harness the power of that many eyeballs being focused on the television at one time.
The phenomenon of the Super Bowl commercial has created an environment that is possibly even more competitive than the game on the field. Companies spend millions of dollars for a mere seconds of time to create the most memorable commercials of the year. Thus, as with any competition there are winners and losers, and of course PREDICTIONS.
This is my attempt to predict which companies will have the most effective and memorable ads, and which will get the age old "maybe next year" consolation.
How does one make such predictions?
If you've been watching the Super Bowl even for only a handful of years, it should not be too hard to predict what type of advertisements you'll see. Insurance companies are going to come at you with goofy scenarios and characters. Car companies are going to offer inspiration. Sugary beverages are going to employ celebrity athletes. Beer companies are going to target groups of beautiful college coeds and hard-working blue-collar types. The movie studios are going to bring out the big guns.
Sometimes, companies will lead up to Super Bowl Sunday by setting up the scenarios for their game night offerings. These set-ups can be a big help in predicting whether or not you should avoid restroom breaks when you see them coming.
The Top 5 - Which Companies Will Have the Best Commercials?
- Planters Peanuts
Planters has been setting up for something big. A roast of Mr. Peanut. This concept could soar, as it is hard to go wrong with the star power of a celebrity roast. However, these roasts are usually marked with off-color jokes and comments. Will a family-friendly version still pack a punch? I think it will. - The Blockbuster Movie
Movie studios are making a comeback after the dark times of Covid-19. It is time to get movie-goers back in the theaters and the public is ready for good movies again. The sci-fi thriller "65" will be featured heavily as well as continued franchises like "Indiana Jones". More than ever, studios need to harness the power of the Super Bowl and make a statement that they still know what we want. - Netflix
The original streaming service should be primed to promote one of their most popular franchises "Stranger Things". Moreover, they are needing to find a new offering to fill the gap. Last year it was "The Squid Game" - Video Gaming
Gaming consoles have been a bit stagnant for the past year or two. The last major consoles to be released were the Playstation 5 and the Nintendo Switch. Microsoft's X-box has been quiet for quite some time. I would imagine at least on, if not all of these companies will want to use this platform to promote their next innovation. - Cocktails in a Can
What started with Mike's Hard Lemonade has exploded into the latest trend in alcoholic beverages. Being a newer product category with a younger consumer base, mocktails can push the boundaries and go beyond where their predecessors exist. Look for some of the newcomers to make their mark and try to catch a bigger market share than some of the big names.
The Losers
Which commercials will be the big losers of the night? It's hard to pinpoint any certain brands.
- Insurance companies are always trying to out-funny one another. The big three (Progressive, Liberty Mutual, and Geico) need to come up with some fresh ideas.
- Big Pharma companies are one of the last things people want to see right now. Anything that pushes vaccinations or conformity is surely not welcome on this celebratory evening.
- Anything that leans on politics. No matter what side you're on, surely you agree that this is a night for us all to come together as a nation.
- Big Technology companies. This is a space where the old guard has gotten lazy. The once great Apple no longer maintains a creative edge in their advertising. Samsung, Google, and others are not going to make any waves.
- Mobile apps. TikTok will surely have a presence here. As well as some of the delivery-based applications.
Conclusion
It won't be long before I know if my predictions are correct. Either way, it's all in fun and is a great way to add a little more excitement to the evening.
Hopefully your Super Bowl evening is enjoyable, no matter which aspect of the event you are looking forward to. Here's to a great game with little or no major injuries, and an entertaining night of commercial viewing.
Take care, have a great rest of the week!
-bed