The big game’s almost here. But the real challenge is: which commercials are good enough to spend five million bucks to air them?
Here are some of the more unexpected brands that decided to roll the dice this year. Just so you know, brands pay more for earlier time slots during the game, less toward the end.
Evidently the Weinermobile makes a nice ride but isn’t so great for sleeping over. So Oscar-Mayer has attached an RV (the Wienie-Bago). They’re having a charity auction to see who gets to spend the night at SuperBowl 50. Proceeds go to Stop Hunger Now. The weird part is, you don’t get tickets to the game. Maybe there’s a very big TV screen in the RV, too?
Mobile game developer MZ is returning to SuperBowl, but this time evidently with Arnold rather than Kate Upton. Strike one? AdAge says ‘it’s slated to run a spot for ‘Mobile Strike’ – a mobile war game set in more modern times than ‘Game of War’. Perhaps there will be lots of drone strikes as well as battle scenes from Syria? Coincidentally, Mobile Strike holds the #9 slot in the top-grossing chart of the iOS App Store. Need to sell lots of games if you want to be there for the biggest game of all.
Amazon’s finally ready for primetime with a spot for Echo – their voice-controlled virtual assistant. Siri will evidently have some new competition from Alexa (she’s the voice inside the machine). The Echo commercial will feature the inimitable Alec Baldwin. He must be hard to imitate, because he shows up in so many different spots. Remember Alec telling us that TV turns your brain to mush for Hulu? If not, you can be forgiven because that was way back in 2011. Oh, and Dan Marino is there to help you feel good about Echo, too.
Quicken Loans must have deeper pockets than most advertisers because their first Bowl spot is a full minute long. It’s about their new Rocket Mortgage product, which already has a huge budget behind it given how many different places I’ve seen the ads. The pitch in the commercial – created by Fallon – makes the case that more mortgages helps grow the entire economy, because people buy all kinds of stuff to fill up those new homes. If it sounds a little complex, you can always go back to to the rocket ship analogy, I guess.
Ever notice how popular celebs are in SuperBowl commercials? I guess brands want to have some (or any) kind of guarantee that people will remember their very expensive ads. Jeff Goldblum and Lil Wayne are the heroes of the first Big Game spot for Apartments.com. In 2015, the brand spent around $100 million to promote their newly re-vamped website. They must’ve had some cash left over, because they paid for a sixty second spot on the Bowl.
Just in case you need it, here’s the complete list of SuperBowl 50 advertisers, courtesy of AdAge. Something else to keep in mind: Before the age of social media, you might only see a SuperBowl commercial once. Now, it may seem like you can’t get through a single day without seeing it again and again. Which helps justify the sticker shock of buying the half minute during the game.