Comedy rules
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So far, 17 Super Bowl ads have been released—and the overwhelming majority of them go for laughs. Only Dexcom and WeatherTech are bypassing humor, and those spots lean more informational than tear-jerking. Choosing comedy over drama is a trend that is likely to continue as we get a look at more ads in the coming days. While there are plenty of timely serious issues that brands could tackle—from climate change to social justice—marketers have mostly avoided such topics in recent Super Bowls. Sixty percent of the ads in last year’s game went for humor, while only 19% were considered heartfelt—a nine-year low, according to analysis from ad tracker iSpot.
Of course, humor is not always easy. “Comedy is the hardest to pull off. It can fail so spectacularly,” Lalou Dammond, a director at Biscuit Filmworks, said during a panel discussion today at Ad Age’s Super Bowl Playbook virtual event. One risk is trying too hard, or saying something offensive. Katherine O’Brien, a group creative director at VaynerMedia, which is behind this year’s comedy roast-themed Planters spot, said the key is having a “big and diverse writing team” and “capturing multiple perspectives.” She added that “you don’t want…a singular point of view that is going to be excluding others.”
“You want to make people happy with your spot, you don’t want to hurt people,” she said.
Read more: Super Bowl 2023 commercials released so far
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