First-timers
There are at least 14 first-time advertisers in the game this year, down from 21 newcomers in 2022. Rookies include a couple of liquor brands—Crown Royal and Rémy Martin—which had been shut out of the game until Anheuser-Busch InBev this year dropped the exclusive alcohol advertiser rights it had held for 33 years. While AB InBev still has four ads in the game, the brewer will compete for interest with its top competitor, Molson Coors, which has yet to release its ad. (That is because of legal reasons; Molson Coors’ ad is the culmination of a contest in partnership with DraftKings that asks viewers to predict details in the spot for a chance to win money.)
Also new to the game is Jesus. In what will surely be among the most talked about Super Bowl strategies, the Jesus rebranding campaign “He Gets Us” will air two ads. They have yet to be released, but the campaign in recent months has already gotten extensive airtime, including during NFL broadcasts. Still, there is nothing like the Super Bowl to generate new conversation, and these ads will surely create a stir on social media. The campaign gets funding from the Signatry/Servant Foundation. Lerma/ created the ads alongside marketing firm Haven.
Reminder: Ad Age will review all the ads once they air. Check adage.com at halftime to see the first batch, with our take on the second-half ads dropping once the game ends. You can follow our real-time coverage on Twitter (@adage and @creativitymag) during the game.
And come Monday, Ad Age editors will discuss the game’s ad highs and lows during a special edition of our live “Remotely” show.
from Digital Marketing Education https://ift.tt/z9tlYZx
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