Super Bowl viewers can anticipate a return to more lighthearted and entertaining commercials, featuring celebrities and humorous content, as corporate advertisers steer clear of recent trends involving social causes. Brands, recognizing the potential pitfalls of being perceived as political while marketing to a diverse audience, are moving away from previous strategies that addressed issues like diversity and climate change.
The shift in approach is evident as iconic brands like Budweiser, known for addressing social themes in previous Super Bowl commercials, opt for more light-hearted content. Budweiser’s commercial this year will feature the return of the Clydesdale horses, and related brands like Michelob Ultra will showcase a playful ad featuring soccer superstar Lionel Messi.
Marketing experts suggest that appealing to a younger demographic during the NFL championship clash may involve leveraging pop culture, such as the romance between Taylor Swift and Chiefs tight end Travis Kelce, which has generated significant social media attention. Despite occasional criticism over the attention Swift has received during games this season, her widespread appeal is seen as beneficial for both the league and brands investing in Super Bowl commercials.
