Following the Philadelphia Eagles' Super Bowl 59 victory, reactions poured in from fans and celebrities alike. Simultaneously, the Super Bowl commercials were scrutinized, revealing a mix of winners and losers among the ads. With spots costing up to $8 million for 30 seconds, the stakes are high for brands. Experts noted that most ads prioritized safety over creativity, resulting in a lack of memorable content. Tim Calkins emphasized the difficulty of balancing the need for interest while avoiding controversy, leading to safer yet forgettable advertising efforts this year.
This year's crop of ads included some that dropped the ball, according to Northwestern marketing professor Derek Rucker, who co-runs the Kellogg ad review with Calkins.
That's the challenge this year. Everybody wants to be safe, but you also want to be interesting. Safe advertising isn't the advertising you notice or remember.
Advertisers also spend additional millions on creating their ads, often hiring well-known actors or celebrities to appear in their spots.
Most ads were in development during last fall's U.S. presidential election race, so avoiding controversy was even more of a priority than usual.
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