Sunday’s big game offers brands an expensive opportunity to put together a celebrity-fronted spot and get maximum attention in the shortest amount of time
For Bell, his team has multiple ads running during this year’s game including for the beer giant Molson Coors and streaming service Paramount+. It marks the grand culmination of what amounts to a six-month-long journey to Super Sunday.
In Bell’s case, the team at Droga5 knew that Molson Coors wanted a spot sometime last summer and with that in mind, they went to work. “We started off with at least 100 ideas internally,” says Bell. “Finally, we went into one meeting with six different approaches.” What they landed on was a partnership with the gambling site DraftKings which is being positioned as the very first commercial you can officially bet on.
That means teasers that premiere well before the game, and hooks that give viewers something to chatter about long after a winner is announced. For Sarmiento, he and his team started with 60 Downy ideas. “Then we filtered them down to 20, then 10, then five and then out of those, three made the cut. Finally, you pick the one you want to push for.
When it comes to other recent trends, celebrities continue to reign supreme. Along with Coolidge and McBride, other boldfaced names to look for include Steve Martin and Ben Stiller for Pepsi, as well as Ben Affleck and Jennifer Lopez for Dunkin’. Meanwhile, Squarespace recruited the actor Adam Driver. And playing on their names, Jon Hamm and Brie Larson will pitch Hellmann’s mayonnaise.
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