Super Bowl ads traditionally center on celebrities who are recognized across different demographics, offering brands a safer marketing bet. This year, familiar faces like Martha Stewart and Billy Crystal dominated the landscape. Creators, while popular in digital formats, struggled to gain ground given the inherent challenge of appealing to a mass audience. Only brands like Poppi and Doritos sought to engage creators, emphasizing the difficulty of translating creative engagement into the polished commercial format common to Super Bowl spots, which typically prioritize widespread recognition and sales results.
The disconnect between creator marketing and Super Bowl ads is evident, as brands seek mass appeal with celebrities that creators cannot provide.
Few brands utilized creators in their Super Bowl campaigns, primarily relying on established celebrities, citing the challenges of achieving mass-market appeal.
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