A preview of this year’s Super Bowl spots suggested advertisers have felt the sting of “go woke, go broke” and are now looking to turn it back to be in the black.
With tens of millions of viewers expected to tune into Super Bowl LVIII, marketing executives have telegraphed their response to the multi-billion dollar cautionary tale of Bud Light, marking a win in the culture war.
According to Variety, “While some commercials that run in CBS’ Feb. 11 broadcast of Super Bowl LVIII may shock or surprise, most will aim to comfort or amuse, as marketers pull back on pushing the envelope. The bulk of the 70-or-so Super Bowl commercials that run will rely heavily on celebrities such as Kate McKinnon, Tina Fey, Jason Momoa or LL Cool J.”
“Few of them will expand beyond the usual 30-second or 60-second running time,” the report continued, “according to two people familiar with the matter — a change from recent years when the Big Game featured commercials 90 seconds or even two minutes in length to encompass big concepts and cameos, such as Bruce Springsteen appearing in an ad for Jeep. And some may tap into consumers’ collective memories for such things as Budweiser’s famous Clydesdale horses or the Coors Light Chill Train.”
In addition to mounting concern over blowback, the estimated cost for a 30-second spot was said to be between $6.5 million and $7 million, upping the risk factor for featuring a flop.
A 30-second ad during Super Bowl LVIII is estimated to cost between $6.5M to $7M. pic.twitter.com/63Him825d2
— NFL Stats (@NFL_Stats) February 3, 2024
“Advertisers are very aware that things can go wrong at the Super Bowl,” Tim Calkins, professor of marketing at Northwestern University’s Kellogg School of Management told Variety as he noted any ad can “manage to annoy people or cause backlash. Nobody wants to put their career on the line with a certain piece of Super Bowl footage. There is a huge incentive to be cautious.”
Readily recalled was a 2017 ad produced by 84 Lumber that appeared to encourage an open border policy as then-President Donald Trump had been elected promising to build the wall between the U.S. and Mexico.
“The investment is so high, and the attention is so great that you have to be a very brave marketer to take a big creative risk on the Super Bowl today,” said Calkins.
Michelle Deignan, vice president of U.S. Oreo operations, told the outlet, “Life generally is more difficult for consumers. They are more constrained.”
“I think you’ll see those brands that lean into nostalgia, humor, emotion at the Super Bowl…those brands will resonate with the consumer,” she suggested.
This included Budweiser as the beverage company is still reeling from their promotion of transgenderism influencer Dylan Mulvaney. They have returned to their trusty Clydesdales and small town Americana.
Sneak Peek: ‘The Weight’ by The Band in Budweiser’s Super Bowl ad. Catch it before the big game. #SuperBowlLVIII pic.twitter.com/J50VKPZDBM
— The Band (@TheBandOfficial) January 31, 2024
“There is so much that is going on. We are stimulated all the time, and going back to basics and delivering things the old-school way is really something that consumers are looking for,” Budweiser USA’s Head of Marketing Kristina Punwani told Variety.
“Overall, there will be good advertising,” Calkins anticipated while adding, “I doubt we will be blown away.”
DONATE TO BIZPAC REVIEW
Please help us! If you are fed up with letting radical big tech execs, phony fact-checkers, tyrannical liberals and a lying mainstream media have unprecedented power over your news please consider making a donation to BPR to help us fight them. Now is the time. Truth has never been more critical!
Native of Brooklyn, NY, Kevin Haggerty is a graduate of Hunter College where he studied Cultural Anthropology and Geography. An avid reader and truth seeker, he currently resides in Texas with his wife and their dog and, when he isn't researching current events and their impacts, you'll find him spending time with friends and family or working on his next novel.
- Rogan fired up that liberal policies are allowing monsters to eat our house pets - December 17, 2025
- Customer bullies Target employee over Charlie Kirk shirt, but it doesn’t go quite as planned - December 17, 2025
- Merrick Garland lied about Mar-a-Lago raid recently declassified emails show - December 17, 2025
Comment
We have no tolerance for comments containing violence, racism, profanity, vulgarity, doxing, or discourteous behavior. Thank you for partnering with us to maintain fruitful conversation.
BPR INSIDER COMMENTS
Scroll down for non-member comments or join our insider conversations by becoming a member. We'd love to have you!
