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E-Trade baby is back for Super Bowl 57

Baby’s back (x2):

In the upcoming 35th year of Ad Meter, E-Trade hopes they have another bundle of joy waiting for them in USA TODAY’s ratings thanks to their spokesbaby.

During last year’s Super Bowl, E-Trade brought their iconic infant back after docking the ad campaign back in 2014. The company has teased that they will have that familiar face return again in 2023.

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In a 15-second preview, a baby is shown in a series of shots getting their suit ready. A further lookahead suggests a potential wedding is included in their full-length ad during Super Bowl 57 as “save the date” ends the video:

E-Trade’s final product will be a 30-second commercial during the Big Game.

But that still begs the question, why a wedding?

A truthful explanation was provided.

“We believe that’s one of the major events that you really need to make sure it goes off without a hitch,’ E-Trade Chief Marketing Officer Andrea Zaretsky told Ad Age. “We recommend financial planning and getting your budget and your finances in order.”

Zaretsky added that E-Trade can help couples get their financial in order before their own big day. She also cited an uptick post-pandemic weddings over the past year as a reasoning for the theme.

The E-Trade baby first appeared in Super Bowl ads for the company in 2008. The concept was used through 2013 when E-Trade jumped out of the Super Sunday ad circuit before returning in 2018, 2021, and 2022.

Once again, the chatty toddler will be voiced by comedian Pete Holmes.

As for why the baby is staying out of retirement for back-to-back campaigns, let Ad Meter do the talking. In ratings from last year’s Super Bowl, E-Trade rounded out the top 10 with a strong score of 6.2.

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Serena Williams sizzles in Rémy Martin Super Bowl 57 teasers

The tennis icon adds to her Super Bowl commercial resume as the star of Rémy Martin’s first-ever national step onto the NFL’s biggest stage.

Serena Williams needs only a mere 12 seconds of air time in Remy Martin’s two-pack of Super Bowl teasers to create a powerful reveal as the star of the Cognac House’s campaign.

Gold jacket. Golden on-camera presence.

The brand joins a handful of first-time advertisers in the big game commercial lineup this year, adding to an exciting list of brands that have taken the opportunity to enter an area typically closed off by Anheuser-Busch’s exclusivity with the NFL.

That has since expired, which has triggered a hindsight type of anticipation some 30 years in the making: to see what the national block would look like for multiple beer and alcohol brands—not under the AB InBev roof— hoping to make an impact during the breaks on Super Bowl Sunday.

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In terms of grabbing the audience’s attention quickly, it’s an impressive inaugural step onto the national stage for Rémy Martin.

Take a look at both Super Bowl teasers.

It’s going to be a busy Super Bowl commercial season for Williams, who’s also been seen around the New Bushwood Country Club playing golf with Brian Cox in Michelob ULTRA’s national ad campaign.

FORE! Watch Serena Williams, Brian Cox swing away in Michelob ULTRA’s Super Bowl ad

As for her trip to the 19th Hole for a Rémy on the rocks?

While the iconic tennis star has the ability to capture the “one picture (or stare) is worth a thousand words” slogan, there’s still plenty of intrigue left behind campaign—entitled “Inch by Inch”— and what the audience will actually see in the full 60-second ad on February 12.

And the brand’s tagline only raises the intrigue: “We teamed up with the greatest champion, Serena Williams, for our biggest game yet. Tune in on February 12th as our coach shows us the true meaning of teamwork and success. See you in the first quarter!”

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Super Bowl Commercial Rewind: 5 iconic freeze-frames in Ad Meter history

Super Bowl commercial infamy—in less than 30 seconds.

While Super Bowl ads typically run 30 seconds to one minute or even two, it only takes a simple frame for a spot to go from average to a pop-culture conversation — one that lasts well after the big game is over.

Whether it’s a funny punchline or a creative twist, the brands and creative agencies that have found the winning formula to execute such a feat is one of the more impressive achievements in the entertainment cosmos.

It’s a digital-age spin on Mark Twain’s famous quote: “I didn’t have time to write you a short letter, so I wrote you a long one.”

That’s to say… to capture an audience’s attention—some 80-plus million each year—in such a brief time is an underestimated talent. More so when considering the final product is battling trips to the refrigerator, football fandom convos and social media browsing, bathroom breaks, all the general flare of Super Bowl parties.

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Since 1989, when USA TODAY Ad Meter first began, more than a few spots have competed for such rare space in the iconic commercial vault. But out of the thousands of commercials that panelists have rated, only a select group of ads have excelled at creating instant recognition and reactions, where the audience simply needs a freeze-frame glimpse.

These five Super Bowl ads would be on that short list…

5. Pepsi “Pepsi vs. Coke Truck Drivers in Diner” — 1995

What started as a nice moment between a Pepsi delivery truck driver and a Coke delivery truck driver at a diner quickly turned into a scuffle with fisticuffs a flying. It was another hit for Pepsi—literally and metaphorically—and was one of three Pepsi ads in 1995 that placed at the top of the Ad Meter ratings.

Remember the song?

4. Volkswagen “The Force” — 2012

A little Darth Vader stepped into the galactic world of Super Bowl commercials back in 2012 and won the night. Even though his powers didn’t come to full “force” until his dad gave a little behind-the-scenes assist, the boy’s reaction to the Volkswagen starting is television gold —and is still priceless today.

3. Budweiser “Frogs Know Their Beer” — 1995

There have been more than a few classic Budweiser characters throughout Super Bowl commercial history, from the Dalmatians and Clydesdales to the Cooler-Worshipping Crabs. But nothing can hold up to the Budweiser frogs. One look at the 1995 commercial, and chances are, someone will begin the cadence: Bud-Wei…SER!

2. Snickers “You’re Not You When You’re Hungry” — 2010

A football game for the ages took place during the 2010 Super Bowl…and it happened in a commercial break. The Snickers ad featuring the late, great Betty White truly became an instant classic, introducing her to millions of new fans and creating a legendary status in the Super Bowl commercial world.

1. Pepsi “New Can” — 1992

One supermodel. One vending machine. One Pepsi. Two very awestruck boys. Cindy Crawford pulled up to the Halfway Cafe in her Lamborghini and slow-mo strutted to grab a soda back in ’92, creating a lasting image—one that people only need to glance at before they start humming Doris Troy’s “Just One Look.”

Fun fact: The commercial finished second in the Ad Meter ratings that year, just behind Nike’s basketball game between Michael Jordan and Bugs Bunny.

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Ben Stiller vs. Steve Martin in Pepsi’s pair of Super Bowl 57 teasers

Stiller and Martin or Stiller vs. Martin?

There is not enough room for Ben Stiller and Steve Martin in one Pepsi ad during Super Bowl 57.

So there’s going to be two.

The duo create some laughs in a pair of teasers released by the soda brand which will have a new-look relationship with the football game in 2023.

Pepsi and the Super Bowl have seemingly always been connected at the hip. For the past 11 years, it’s been the Pepsi halftime show at the Super Bowl. This year, that’s changed, but Pepsi is going to be involved on the advert front.

For the first time in three years, Pepsi is going to run an ad campaign during Super Bowl 57 which will have a chance to take home the crown during the 35th year of Ad Meter’s ratings.

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In Pepsi’s changeup, the two comedic stars hold a back-and-forth session where they’re really… roasting each other. The quips between the two increase throughout the two teasers.

The first preview has the duo going at it over who is the better actor in general:

In the second, the jabs about acting remain, but they turn the heat up on each other’s on-screen styles and more:

In lieu of the halftime sponsorship in 2023, which Apple Music took over, Pepsi is going to run a pair of ads during the contest. Pepsi CMO Todd Kaplan wrote on Linkedin following the teaser releases that there will be two adverts during Super Bowl LVII:

Two icons. Two Super Bowl spots. Zero Sugar.

This year for the Super Bowl we are excited to share that we are teaming up with Ben Stiller and Steve Martin for our new Pepsi Zero Sugar campaign!

Each will appear in their own, separate standalone Pepsi Zero Sugar ad, marking the first time that either of them have starred in a Super Bowl commercial!

According to E! News, both Stiller and Martin are expected to attend the Super Bowl. Fans can look forward to potentially seeing them both during the game’s broadcast in the stands and during Pepsi’s feature on the commercial scene during the Feb. 12 game.

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Alicia Silverstone brings back ‘Clueless’ for Rakuten at Super Bowl 57

NFL leaves fans guessing in double dose of Super Bowl 57 teasers

The NFL is back in the Super Bowl commercial lineup… and that’s about all we know.

Housekeeping?

HousekEEPing?!

The NFL has fans wondering what’s what in the first round of teasers released during the AFC and NFC championships, with each 15-second spot heavy on athletic star-power and light on details.

Pittsburgh Steelers’ Cam Heyward and Detroit Lions’ Aidan Hutchinson appear in the first teaser disguised as bellhops, mysterious and more so mischievous, as both conceal their voices to possibly gain access into one of the hotel rooms.

But why?

That answer remains unknown and only grows deeper in perplexities as we arrive at teaser No. 2, where New York Jets’ Sauce Gardner and the L.A. Rams’ Jalen Ramsey are dressed as security guards in a stadium concourse.

Ramsey is not thrilled with his fellow cornerback, who is more worried about “sauce” than locking down the perimeter, when…

Suddenly, an “all units, Code Red” drops over the mic, and both take off in hot pursuit!

Of what? We don’t know.

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Here’s what we do know:

The NFL has become just as meaningful in the Super Bowl commercial world as it has for the big game that unfolds between the breaks, creating eye-catching campaigns that feature some of the game’s best and play out like short films.

And that type of rise has been prevalent in recent Ad Meter competitions, too.

(Courtesy of NFL, 2022 Super Bowl Commercial)

In terms of brands that have garnered success in the longstanding ratings, the NFL is near the top, winning in 2019 and holding multiple top-five finishes.

The outlook for 2023?

Adding to the overall reputation, the league’s creativity comes with a dynamic force behind the lens as well. The teasers and full commercial were directed by Bryan Buckley, who has been coined the ‘King of the Super Bowl’, of which he has produced some 60-plus ads since 1999.

Combine it all, and you’ve got a proverbial All-Pro squad set for advertising’s biggest stage, one that will have fans watching in curios anticipation, perhaps wondering—maybe even asking in a Tom Cruise voice—who ordered the Code Red?!

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Melissa McCarthy is in full relaxation mode in Booking.com’s Super Bowl 57 teaser

Alicia Silverstone brings back ‘Clueless’ for Rakuten at Super Bowl 57

Rakuten takes a ‘Clueless’ approach to their #SuperBowl 57 ad:

As if you needed another reason to be looking forward to the commercial scene during Super Bowl 57, you’ve found one.

Thanks to another bold swing by the shopping site Rakuten, Cher Horowitz is back. A 15-second teaser of Rakuten’s upcoming Super Bowl LVII advert revealed that Alicia Silverstone is returning as her character from the iconic flick “Clueless” on game day.

During the preview, some unmistakable references to the film are made.

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While the now 46-year-old Silverstone makes her way through a classroom, one can immediately take note of her attire: yellow plaid. Then she dusts of a “don’t bug,” reference:

The cherry on top is the “Get a clue” and date of the Super Bowl on Feb. 12 by Rakuten at the end which ties the whole thing neaty together.

Silverstone said bringing Cher back for such a company and idea made too much sense to pass up.

“When I think about Cher and about how she’s film’s most historic shopaholic, the idea that she would be able to use this app is the greatest hack ever, getting cash back on all your shopping,” Silverstone told Variety. “I feel like she would want everyone to know that.”

Prior to the teaser’s release, Silverstone also did a sneak peek of it on her social media account via Instagram a day prior:

https://www.instagram.com/p/CoFk7Z1JtJe/?hl=en

Rakuten’s commercial will have many gitty for the ad’s debut. It clearly will grab the attention of fans of the 1995 hit, but with the brand in mind, it’s likely going to have a 2023 shopping twist.

So far we know the game day commercial is set to be a 30-second spot. Rakuten’s submission will be in the running for the top prize in Ad Meter’s 35th year of ratings.

Last year’s Super Bowl featured Rakuten’s first Big Game commercial. In a similar big effort, their debut one featured Hannah Waddingham, the AFC Richmond’s owner Rebecca Welton in “Ted Lasso.”

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Melissa McCarthy is in full relaxation mode in Booking.com’s Super Bowl 57 teaser

The talented actress/producer returns to the Super Bowl commercial lineup as the spokesperson for Booking.com.

Melissa McCarthy is back in the Super Bowl commercial spotlight in 2023, pampered in relaxing decadence for Booking.com’s first big game teaser reveal.

And the early impressions are comedy gold.

In just 15 seconds, the spot sets off a jovial journey by hitting all the right elements of bliss, right down to the oversized snack—fit for a comedy queen in paradise, as the brand put its—plus, an ill-colored mask and a foot massage.

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Watch the teaser below.

It’s the brand’s second straight appearance in the national lineup, a follow-up act to the 2022 ad that starred Idris Elba for the Booking.Yeah campaign.

And while the global travel leader has yet to reveal what’s in store for the full spot, the award-winning actress has proven her talent to capture a Super Bowl audience’s attention, with McCarthy being part of KIA’s Ad Meter-winning commercial in 2017.

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Will they get out? Jon Hamm and Brie Larson are stuck in the fridge in Hellmann’s first Super Bowl teaser

Hamm and Brie are stuck in the fridge with a jar of Hellmann’s — say what?!

Cheeses and peppers and pickles—oh my!

Jon Hamm and Brie Larson are stuck in a strange environment for Hellmann’s teaser ahead of the brand’s Super Bowl 57 commercial, with both A-listers circling a mayonnaise jar in geographical confusion.

Take a look at the 15-second spot with the now pint-sized duo below.

Will Hamm and Brie get out of the fridge?! That’s the build Hellmann’s will answer with the full 30-second ad.

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Solid puns aside, the commercial’s creative looks to highlight the vital issue of food waste at home, encouraging people to do more with what’s in their fridge and ‘Make Taste, Not Waste.’

It’s a continued effort by Hellmann’s, one that brings a focus to Super Bowl Sunday—the second most wasteful food day of the year in the U.S., trailing only Thanksgiving—with past creative efforts toward the overall campaign having looked to big-name talents like Amy Schumer and Pete Davidson.

This time, the brand likes the star-power combo (albeit a shrunken iteration) to help headline the messaging when the curtain lifts on advertising’s biggest stage on February 12.

“We’re so excited to have award-winning actors Jon Hamm and Brie Larson star in our Big Game commercial this year,” said Ben Crook, Vice President/GM, Dressings & Condiments (NA) at Unilever. “With names like Hamm and Brie, there are no better partners to help us inspire viewers to think creatively about the ingredients found in the fridge at a moment like the Big Game, the second most wasteful food day of the year in the U.S.”

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Avocados From Mexico teases Anna Faris as Eve ahead of Super Bowl 57 ad (plus behind-the-scenes photos)

Comedian Jeff Ross preps for the roasting of Mr. Peanut in first Super Bowl teaser from Planters

The iconic legume is back in the Super Bowl commercial lineup—and let’s hope he’d got a hard shell.

Mr. Peanut is back in the big game for a good ol’ roasting.

The triumphant return to the Super Bowl commercial lineup is a first since 2020, when Planters captured a large portion of a pre-Super Bowl commercial chatter after the monocled legume plunged to his demise in a teaser spot…only to enjoy a rebirth on advertising’s biggest stage as Baby Nut.

That ad placed 23rd in the Ad Meter ratings.

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This time around, the snack brand rolls up its comedy sleeves—with the help of comedian/Roastmaster General Jeff Ross—and introduces a time-honored tradition that’s been wrapped into one masterpiece of a pun.

Watch the first teaser:

Will Mr. Peanut crack?

According to Ross, fans will just have to wait and see.

“When MR. PEANUT® called and told me he wanted to be roasted, I almost dropped the phone because I thought he died two years ago. Not only is MR. PEANUT® an American legend but he’s got me through some tough times personally, like when I was lonely at the bar or stuck in traffic … so honoring him the only way I know how seemed like a fun idea,” said Ross in a statement released by Planters. “You’ll have to tune in to see if MR. PEANUT® can take the jokes or if he finally cracks.”

The mission won’t be left entirely to Ross’ punchlines, however, as Planters is also looking for crowd participation, welcoming fans to post their roast-worthy deliveries at PlantersMadeToBeRoasted.com.

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Avocados From Mexico teases Anna Faris as Eve ahead of Super Bowl 57 ad (plus behind-the-scenes photos)

Adding to Faris’ comedic timing, the commercial production also features a star behind the lens in director Bryan Buckley.

Avocados From Mexico returns to the Super Bowl commercial lineup in 2023, revealing in the brand’s first teaser that actress Anna Faris will be part of the national spotlight on February 12.

The brand has become a familiar face on Super Bowl Sunday, coming off a creative spot with Andy Richter last year that helped them finish in the USA TODAY Ad Meter top 20.

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This time around, they have shed the Caesar Era and head way back in time, an origin story with a magical twist that highlights a “new 360 marketing campaign designed to celebrate how Avocados From Mexico make everything better.”

Check out Anna as Eve in the remained Garden of Eden…

Adding to Faris’ comedic timing, the commercial production also features a star behind the lens in director Bryan Buckley—the two-time Oscar-nominated talent who first stepped onto the Super Bowl ad scene back in 1999.

Beyond that, the creative efforts also explore a growing shift in the marketing world, where interactive tech plays a role in the overall storyline— you can see AFM’s interactive digital activations here—which should be an exciting part of the full campaign.

As Ivonne Kinser, Vice President of Marketing and Innovation for AFM, explained to Ad Meter via email, all of it is part of the monumental effort by the brand and agency ahead of Super Bowl Sunday.

“I’m extremely proud of the work that we put out there this year in partnership with our agency Lerma to communicate in an epic way that Avocados From Mexico makes everything better. The daring creativity of this spot helped us to engage, arguably, the best Big Game director of all time, Bryan Buckley, and an iconic celebrity like Anna Faris. Add that to the heightened cinematic reality that we have this year, and we have a breakthrough spot that is here to be remembered.”