I honestly can’t remember when Super Bowl ads weren’t equivalent to the Academy Awards in the commercial world. People point to the 1984 Apple Super Bowl spot as the ad that launched the million-dollar scripts. It was groundbreaking, long, and David Lynch-like and directed by Ridley Scott (Bladerunner). It was also reminiscent of art films of the Orwell era and the most expensive ad made to that date. Here’s what’s in store for 2022 Super Bowl ad previews.
Some may feel the halftime show and ads now overshadow the game. The creators believe the ads draw non-football fans to the event. This year the pre-show events are not just limited to football color commentary. Sneak peeks, previews and trailers stir pre-game excitement for the ads themselves.
The Marketing Hype for 2022 Super Bowl Ad Previews
Returning advertisers have kept their lips tight over who, or what, their ads might feature this year. Still, some companies decided to go in the other direction entirely and outright announced who they’ve cast in some creative ways. Lays, Cheetos, and Dorritos (all owned by NFL sponsor PepsiCo) teased a slew of commercial spots back in January to try and excite the ads.
By using teasers to announce who they’ve cast, they effectively created a “Save the Date” to come and watch their ads come Super Bowl time – and it kind of works. Promoting their new “Stay Golden” campaign, Lays landed Seth Rogan and pitched the ad as if they were announcing a comedy special. Meanwhile, Dorritos and Cheetos eagerly teased a dual commercial push with Megan Thee Stallion.
Nissan also announced its first ad spot for the better part of a decade and planned to take it in a light-hearted direction to show off their new electric crossover. They’ve cast Brie Larson (Captain Marvel) for what’s sure to be something memorable.
2022 Super Bowl Ad Previews and Voiceover!
Booking.Com also threw their hat in the bowl for the first time this year and did not disappoint. They cast Idris Elba with cameos from the Old Spice Man and The World’s Most Interesting Man. The ad kind of pokes fun at itself by having Idris Zoom, the two renowned spokesmen, for advice on, well, being a spokesman. So far, there have been two teasers put out, but the second one hits close to home. As not only a voiceover actor but a voiceover coach, I find it oddly satisfying to see Idris practicing his voiceover skills for the two legends and judged on how he hit the company’s tagline.
New Contenders and Returning Favorites
It’s also been confirmed that Kevin Hart is set to do an ad for Super Bowl first-timer, Sam’s Club, although nothing specific has been mentioned yet. Speaking of Super Bowl first-timers, I thought it might be worthwhile to throw up a list of other newcomers:
- FTX – A crypto exchange platform partially owned by Tom Brady and Gisele Bündchen
- Crypto.com – A crypto exchange platform that puts crypto in your wallet with real cards
- Hologic – A medical-tech company dedicated to improving women’s health (they’ve hinted at a few A-Listers for their spot)
- Rakuten – A cashback platform that helps you get paid just for shopping at your favorite stores (confirmed to have at least one A-lister and two fashion influencers for their ad)
- Wallbox – A tech company that makes electric vehicle charging solutions more accessible
Changes From Past Years
So this year marks the Super Bowl’s priciest ads yet! Hot on the heels of a pandemic and a few subsequently risky advertising years, rates jumped nearly a million dollars from last year’s average price. NBC reportedly charged Lays a hefty 6.5 million dollars for just 30 seconds of ad time – and that doesn’t even include what it must have cost to get Seth Rogan to sign on or the cost of filming and producing the spot.
It’s also worth mentioning that we have not one but two competing crypto platforms making their Super Bowl debuts this year. I can’t help but wonder if there will be any on-screen meta rivalry between the two like we’ve seen in the past with Bud Lite and Coors.
2022 Super Bowl Ad Previews Not Returning
Once again, Coca-Cola and Pepsi have decided to sit out the Super Bowl this year, or principally Coca-Cola at least. Pepsi is still putting on the half-time show and advertisement for the Super Bowl but opted out of in-game ads. While these two giants chose not to run ads this year, we do have more than a few familiar faces making their return after a brief (to not so brief) absence.
This year we see the return of powerhouses like Avocados from Mexico, Budweiser, Square Space, and Turkish Airlines, to name just a few. Also, some faces from the fast such as Irish Spring and Taco Bell. Other confirmed, noteworthy advertisers include:
- General Motors
- Meta (Facebook)
- Turbo Tax
2022 Super Bowl Ad Previews – What Should We Expect
Based on a continuing trend from past years and the teasers put out so far, it’s safe to say that advertisers are going to lean more towards funny this year and aim for A-List comedians and pop-culture superstars to try and make the most of those million-dollar ad spots. After all, it is the time of year when most viewers don’t skip ads. We watch or save them.