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Super Bowl Ad Review: Commercials Try to Shake Up Celebrity Formula (But Many Don’t)
A bevy of Super Bowl commercials trying to shake up the usual formula of using celebrity cameos and rapid fire jokes, but only a handful succeeded
An array of Super Bowl advertisers turned up with creative ideas that shunned the typical famous faces making quick-paced jokes in favor of concepts meant to inspire. Nike burnished a host of female athletes backed by the Led Zeppelin chestnut “Whole Lotta Love.” Pfizer took to the Super Bowl screen to rally viewers to fight against cancer. “I think brands need to, in this specific moment, show up in a way so they are part of entertainment,” says Daniel Lobatón, chief creative officer, North America at David, an agency that has supervised many Super Bowl campaigns.
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