The Super Bowl is just over a week away, and the commercials that will tempt to capture the approval of the millions of fans are beginning to go live ahead of February 7.
The spots in this year’s Big Game have a price tag of nearly $5.6 million for 30 seconds of airtime, so expectedly, some brand’s are looking to make an impression on the national audience well before people start making trips to the refrigerator during breaks in the Super Bowl LV action.
And the early releases are always a fun treat for USA TODAY Ad Meter, a perfect way to get into that Super Bowl Commercial mindset before the ratings go live next Wednesday.
So, what’s new?
Heading into the weekend, here’s a look at some of the latest…
Pringles is ba—Hey, look at this flavor combo I just made!
https://www.youtube.com/watch?v=Meuc2d3SICM&feature=youtu.be
Pringles is back in the Super Bowl lineup in 2021, providing the audience with more stacking-fueled mishaps and distractions in its “Flavor Stacking Space Return” spot. The company went animated in 2020, calling on “Rick and Morty” to spark the Flavor Stacking fun. And it continues the comedic themes this year with a pair of stranded astronauts, who are out of luck thanks to some creative combos causing a diversion at Mission Control and a fishing boat passing by…
And did you notice it? The ad also features the recently unveiled new Pringles can design.
Michelob ULTRA hits with 60 seconds of “happy”
https://www.youtube.com/watch?v=6nzZW8BN-WY&feature=youtu.be
Michelob ULTRA unloads an impressive list of athletes in this new 60-second ad, featuring stars like Serena Williams, Mia Hamm, Anthony Davis, Usain Bolt, Brooks Koepka—and even going “throwback” with Billie Jean King, Arnie Palmer and Willie Mays. The message is an interesting one, geared toward the low-cal brew and finding happiness within—and kudos for adding the song in the background, as I’m still humming it as I complete this note.
You owe Jason Alexander an apology!
https://www.youtube.com/watch?v=YvjuL6Bci6M&feature=youtu.be
Tide’s also back in the Big Game in 2021. The laundry detergent brand relied on the comedic prowess of Jason Alexander’s now-iconic expressions…and used his face to make the most unique hoodie of all time. In the time of travel restrictions, set restrictions, booking the talent—making sure the craft service pretzels don’t make him thirsty—and just the general ‘blah” of 2020, you have to give this type of thoughtful concept a nod. (Alexander making a cameo is also perfect.)
Check out Tide’s bonus footage here.
New to USA TODAY Ad Meter: Vroom
https://www.youtube.com/watch?v=haXc74orwhg&feature=youtu.be
Newcomer to the Super Bowl commercial hoopla is used car company, Vroom. It’s the first such brand to enter the lineup since 2014, when Carmax’s “Slow Clap” failed to resonate with the Ad Meter panelists, finishing 51st (out of 57). Don’t count out Vroom, though, as the brand does a standup job of portraying society’s general nightmare of dealing with used-car salespersons— while adding in the right touch of humor.
New to USA TODAY Ad Meter: Mercari
https://www.youtube.com/watch?v=K6nwCssL-aU&feature=youtu.be
Mercari joins the intriguing list of brands that will have an inaugural Super Bowl commercial this year, with the online marketplace dropping this 15-second spot that involves some cool editing to show that, when it comes to unneeded items, you say goodbye…and someone else says hello.
New to USA TODAY Ad Meter: Bud Light Seltzer Lemonade
https://www.youtube.com/watch?v=g6CVKs77X74&feature=youtu.be
Bad do-it-yourself haircuts, disastrous wedding postponements, 2020 gave us lemons…and Bud Light Seltzer Lemonade’s first-ever Super Bowl spot found a way to capture the overall story arc in 60 seconds and add a dash of levity to the situation.
New to USA TODAY Ad Meter: Chipotle
https://www.youtube.com/watch?v=BkXHqihY4RE&feature=youtu.be
Rounding out this first wave of Super Bowl commercial spots to go live, newcomer Chipotle asks a simple question in its 30-second spot: Can a burrito change the world?
The stream of followup questions helps highlight the larger picture for the brand’s sustainable impact being created through a commitment to Food with Integrity.
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