Jeanine Poggi, editor at Ad Age, joined Cheddar News to discuss the commercials slated to make their marks during the Super Bowl.

Closing Bell

Brands Using Nostalgia for Super Bowl Ads

Well, the Super Bowl is just two days away and while there's plenty riding on the game for fans, there's also billions of dollars on the table for businesses? It is the biggest advertising event of the year as companies spend millions for the trans to reach a wide audience and stand out among the competition through witty, silly and yes, even emotional commercials. I'm joined now by jeanine Poggi editor at at age nine. It's great to have you on the show here of course ahead of Super Bowl sunday. So from the commercials already released, we are seeing a lot of nostalgia from Breaking Bad to even clueless reunions. I like that one. How are brands trying to capitalize on the nostalgia here. Yeah. You know we're really seeing brands leaning into nostalgia as a way to entertain people, distract them. It is really a way to have people connect with these big celebrities and movies and iconic tv shows that they love. So we have pop corners with Breaking Bad doing a revival there Rocket in bringing Alicia Silverstone to reprise her role as share and clueless we even have john Travolta in a T mobile ad doing a little bit of a spoof on Greece. So you're really seeing these brands lean into movies and tv shows that consumers know him up. So I have a chance to speak to Anheuser Busch early this week and I know that company obviously the big beer brand making the decision to end its decades long exclusive deal as an advertiser on the Super Bowl? We're still gonna see some commercials this year. But how does that sort of open the gates for other brands? And do you think alcohol will be a top selling commercial this year? The alcohol category will look a lot different this year in the Super Bowl for the first time in decades. So you'll have brands like most in Cores and Heineken buying in, we'll have Remy martin and Crown Royal airing Super Bowl commercials, so we're not going to just have, you know, the bud lights and the Michelob Ultras, which is what we're used to seeing in the Super Bowl, but a whole new category really opening up and changing what the alcohol category looked like. You know, it's interesting last year there were a lot of crypto commercials just kind of as the Cryptocurrency market was starting to unfold. That was kind of the start of the peak there not long after, in fact the peak, any insight as to what we might see from technology companies this year, whether it's crypto commercials or perhaps even meta getting into the game. Yes, certainly there are no crypto commercials this year, after everything happened with F. T. X. And, you know, the marketplace sort of unraveled from there. We won't see any brands. And interestingly after everything happened with F. T. X. There was another crypto brand that was reportedly set to air a commercial, but they backtracked and pulled out as well, but we will see one web, three gaming company limit break their their first Super Bowl commercial and you will see brands like sort of lean into the N. F. T. Marketplace in a few ways. Maybe not as big as last year but it will still have a presence. I think one of the really interesting new technologies sort of coming up in conversations is generative ai and chat GPT. While there is no Super Bowl commercial utilizing chat GPT avocados from Mexico had originally intended to lean into the technology this year and then they actually backtracked on those plans. But we will see chat Gpt used in other instances throughout like some of the ancillary Super Bowl marketing and things like that. I think you'll start hearing some buzz around how generative ai will play in March. Yeah it's so interesting as such a topic of conversation. Obviously Janine for us on our show and across the country right now. I remember back in 2021 when General Motors announced its big electric ambitions in a commercial on the Super Bowl that year. These car companies generally have pretty deep pockets. Do you expect a lot of car commercials this year? Yeah, you know, interestingly the auto category is always a big one this year. We're seeing a little bit of a lighter category right now. We only have four auto brands confirmed to air in the game. I do think you know you will see a lot of the E. V. Push again but it is a category that's a little bit lighter this year. Usually a lot is dependent on what new models are hitting the market that year and sort of what the overall marketing goals are. But we'll still see autos of course representing but not in as big of a way as perhaps you're used to seeing autos in the Super Bowl. Any other trends. I know that in this arena in Arizona there's a sports betting, sports book on site of the actual arena. So that would tell me that that's gonna take up a lot of attention at the Super Bowl this year. Anything on that front? Yeah, you'll see Fanduel and draftkings both air Super Bowl commercials, fans will be doing a live Super Bowl commercial with Ron Gronkowski. Uh it's really going to be like something that they will be driving like in the moment, conversations around, there'll be a lot of teams and brands like sort of budding up with each other and working together on their Super Bowl commercials. That would be really interesting. One of those being most and draftkings and the opportunity is that you'll get to bet on all of these various scenarios taking place in Molson Coors ad. So actually using draftkings to bet on the Super Bowl commercial. So I think the whole sports betting goes to a new height there and leave it to Gronk to make a Super Bowl appearance, right? Even if it's in a commercial. Love to see that Janine Poggi editor at age, Janine thanks so much.