"In a charged political climate where even small missteps can spark a brand backlash, many of this year's Super Bowl advertisers are sticking with the safest bet in the playbook: comedy and celebrities. Much like last year's Super Bowl, the vast majority of the big game ads released so far are playing it safe. Advertisers hope that A-list stars will be a shortcut to attention in the crowded field of commercials, and that humor will leave audiences feeling uplifted and warm toward their brand."
""In general, advertisers want to play it safe," said Peter Daboll, head of North America at the creative testing platform DAIVID. "There's a high anxiety level here in the US, and people are probably very afraid of triggering anything." Viewers aren't in the mood to be preached to, he added, and even heartwarming ads that might have performed well in Super Bowls past could come across as too "syrupy" and fall flat."
"Of the 15 Super Bowl LX ad previews the TV measurement platform iSpot tested with a consumer panel so far, 12 triggered "funny" reactions from viewers. The highest "funny" score went to Instacart, whose vintage-style ad features actor Ben Stiller and singer Benson Boone in a high-energy- and ultimately calamitous - musical performance about choosing the perfect banana."
Advertisers for the Super Bowl are prioritizing comedy and celebrity talent to minimize risk amid a charged political climate. Many brands are releasing teasers ahead of game day and relying on A-list stars as a shortcut to attention in a crowded commercial field. Industry testing shows the majority of previews trigger "funny" reactions, with Instacart scoring highest for a vintage-style musical spot featuring Ben Stiller and Benson Boone. Executives note high consumer anxiety and a reluctance to be preached to, warning that overly sentimental ads can feel "syrupy" and fall flat. Thirty seconds of airtime averaged $8 million.
Read at Business Insider
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