Super Bowl ads are more than just breaks between gameplay during the biggest sporting event of the year: They offer a glimpse of the country害羞草研究所檚 zeitgeist, along with how major industries are faring.

This year, crypto ads and automakers are advertising less since those industries are facing problems. Major food brands like M&Ms, tech companies like Google, streaming services including Peacock and have jumped in to take their place.

When Super Bowl with the Kansas City Chiefs taking on the Philadelphia Eagles in Glendale, Arizona, big marketers will be battling it out during the Fox broadcast as well.

Their prize? The chance to capture the attention of more than 100 million viewers expected to tune in for the big game. This price of entry is steep: , and that doesn害羞草研究所檛 include the cost of making the ad itself.

This year, viewers can expect , light humor and catchy songs. For the most part, advertisers are steering away from somber messages or outrageous humor that might have worked to capture attention in decades past, but not now, when the country is still emerging from the pandemic, facing economic uncertainty, and the war continues in Ukraine.

害羞草研究所淭his year is a 害羞草研究所榙on害羞草研究所檛 worry be happy害羞草研究所� year,害羞草研究所� said Kelly O害羞草研究所橩eefe, CEO of Brand Federation. 害羞草研究所淵ou name it, we害羞草研究所檝e had it all and its put us in almost depressed situation. This year people are over it and advertisers are responding really well 害羞草研究所攖here are traditional brands, traditional humor and its going to feel like just a big old group hug.害羞草研究所�

WHO害羞草研究所橲 STARRING?

Stars are commonplace in Super Bowl ads, but over the past few years ads have been more and more stuffed with celebrities. .

Popular celebrities offer goodwill to a brand and help it stand out from the 50-plus or so advertisers during the big game. But with so many stars in ads, it can be harder stand out in a crowded field.

害羞草研究所淚f you use celebrity in a smart way, it害羞草研究所檚 huge,害羞草研究所� said Rich Weinstein, a professor at VCU Brandcenter. 害羞草研究所淏ut with all of these celebrities, are people going to remember who each celebrity is attached to?害羞草研究所�

Big names making a splash this year: Melissa McCarthy sings a jingle for Booking.com, Miles Teller dances to hold music for Bud Light and Adam Driver makes multiples of himself for Squarespace. Avocados From Mexico enlists Anna Faris for one of the few slightly risque ads this year, that envisions a present where everyone is naked 害羞草研究所� including the Statue of Liberty. And tennis star Serena Williams stars in two ads: one for Michelob Ultra and one for Remy Martin. It害羞草研究所檚 the second year in a row she has had a presence in more than one ad: Last year, in addition to a Michelob Ultra ad, she starred in an ad for smart home-gym maker Tonal. Even hip hop mogul P. Diddy appears in an ad, in which he tries to make a hit for Uber One.

One unusual star this year: Jesus. that promote the 害羞草研究所淗e Gets Us害羞草研究所� religious message.

WHICH ADS ARE THROWBACKS?

Another tactic that advertisers use to win over viewers is recreating beloved movies and TV shows. This year, online shopping site Rakuten is making a splash by enlisting Alicia Silverstone and Elisa Donovan to recreate a scene from 90s rom-com 害羞草研究所淐lueless.害羞草研究所� Popcorners, a snack brand from Frito-Lay, brought back 害羞草研究所淏reaking Bad,害羞草研究所� which first aired in 2008, with stars Bryan Cranston and Aaron Paul.

Other advertisers trying to capitalize on favorite content from years past: T-Mobile害羞草研究所檚 ad shows John Travolta singing a T-Mobile home internet-themed version of 害羞草研究所淪ummer Nights害羞草研究所� from 害羞草研究所淕rease害羞草研究所� with 害羞草研究所淪crubs害羞草研究所� stars Donald Faison and Zach Braff. And finally, Michelob Ultra evoked 害羞草研究所淐addyshack害羞草研究所� by setting its ad at the Bushwood Country Club that害羞草研究所檚 in the movie.

The nostalgia fits the mood of the times, Weinstein said.

害羞草研究所淐onsumers are looking for a good laugh and to feel comfortable,害羞草研究所� Weinstein said. 害羞草研究所滻t害羞草研究所檚 less about living in the problems the world faces today and more about leaning into nostalgia and having fun.害羞草研究所�

DO STUNTS WORK?

Some first-time advertisers have decided to lean into stunts and gimmicks to make their first foray into the big game stand out. The most notable is Fan Duel, live during an ad in the third quarter. If he makes it, anyone who places a Super Bowl bet of $5 or more on FanDuel will win a share of $10 million in free bets.

A blockchain-based gaming company, Limit Break, plans to run a QR code during the first commercial break of the game and will give away non-fungible tokens to people who scan it. And for its first national Super Bowl ad, Molson Coors asked people to bet on aspects of its commercial, like whether it will feature Miller Lite or Coors Light.

Kim Whitler, a professor at the Darden School of business, said stunts don害羞草研究所檛 always translate to positive sales results or brand recognition for brands.

害羞草研究所淧eople want to do stunts because stunts get attention,害羞草研究所� she said. 害羞草研究所淏ut at the end of the day, the ad has to communicate something that害羞草研究所檚 unique or better about the brand.害羞草研究所�

WHICH ADS WILL BE GAME-TIME SURPRISES?

While many advertisers have released ads ahead of the game, there are always some surprises. Dunkin害羞草研究所� Donuts is running an ad that reportedly will star Ben Affleck and Jennifer Lopez, although the brand hasn害羞草研究所檛 confirmed that. Stellantis, which owns car brands Jeep and Ram, will run two undisclosed ads. And M&Ms has kept its advertising under wraps 害羞草研究所� they害羞草研究所檙e likely to make an appearance during the game, however.

Mae Anderson, The Associated Press

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