Familiar faces more of a presence in Super Bowl ads than hard-hitting humour, analyst says
Off the field at the Super Bowl, 50-plus marketers are having a battle of their own.
They used light humour, plenty of cute animals and lots of celebrities to try to win over the more than 100 million viewers that tune in each year. In the ad, Affleck mans the drive-through booth at a Dunkin’ Donuts in Medford, Massachusetts with a Boston accent and shocks customers. Lopez comes through the drive-through and asks him what he’s doing. “You’re embarrassing me in front of my friends,” he says. “Grab me a glazed,” she demands. Affleck has a long association with the brand, and is often spotted carrying Dunkin’ Donuts drinks in paparazzi photos. He directed the ad, too.
One unusual star: a group of donors bought two ads to feature Jesus in a campaign called “He Gets Us.”Those not using celebrities opted for humour. Kia showed a dad on an epic quest to pick up his child’s forgotten “binky.” And E Trade brought back its famous talking babies: this time, they attend a wedding. Ram’s ad went slightly risque and poked fun at erectile dysfunction ads by having couples talk about “premature electrification.
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