{"id":80356,"date":"2025-02-10T18:45:05","date_gmt":"2025-02-10T18:45:05","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/did-brands-speak-to-struggling-consumers-at-super-bowl-59\/"},"modified":"2025-02-10T18:45:05","modified_gmt":"2025-02-10T18:45:05","slug":"did-brands-speak-to-struggling-consumers-at-super-bowl-59","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=80356","title":{"rendered":"Did Brands Speak to Struggling Consumers at Super Bowl 59?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>It\u2019s time for the <a href=\"https:\/\/www.adweek.com\/category\/super-bowl\/\" target=\"_blank\" rel=\"noreferrer noopener\">Big Game<\/a>, and brands are ready to show what <a href=\"https:\/\/www.adweek.com\/convergent-tv\/fox-8-million-super-bowl-commercials-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">$8 million<\/a> gets you in this economy. Which brands will stand out, and which ones fall into the basic trap of commercial clich\u00e9s? Get your bingo cards out:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.adweek.com\/brand-marketing\/why-celebrities-and-the-super-bowl-arent-likely-to-part-ways\/\" target=\"_blank\" rel=\"noreferrer noopener\">Celebrity<\/a> cameo: Check. Check. Check. Check. Check. Holy crap why are there so many?<\/li>\n<li><a href=\"https:\/\/www.adweek.com\/creativity\/references-in-2025-super-bowl-ads-harken-back-decades\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nostalgic<\/a> pop culture reference: Check. 80s music everywhere.<\/li>\n<li>Actor pretending to be in a high-energy chase scene: Check. I see you, <a href=\"https:\/\/www.adweek.com\/convergent-tv\/super-bowl-glen-powell-dragon-ram\/\" target=\"_blank\" rel=\"noreferrer noopener\">Glen Powell<\/a>.<\/li>\n<li>Obligatory \u201cdeep emotional moment\u201d that hits you <a href=\"https:\/\/www.adweek.com\/creativity\/nail-emotion-led-ads-super-bowl-and-beyond\/\" target=\"_blank\" rel=\"noreferrer noopener\">right in the feels<\/a>: Check.<\/li>\n<\/ul>\n<p>Safe. Boring. Trying to capture priceless relatability when many consumers are literally worried about the price of eggs. These ads don\u2019t exist in a vacuum; people realize they\u2019re <a href=\"https:\/\/www.adweek.com\/brand-marketing\/infographic-super-bowl-ads-celebrities-spending\/\" target=\"_blank\" rel=\"noreferrer noopener\">expensive<\/a>.<\/p>\n<p>Ads aren\u2019t just about selling products anymore. They\u2019re about creating connections, building communities, and showing that your brand understands the people who buy your products.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Boring vs. connecting: Who won?<\/strong><\/h4>\n<p>Don\u2019t get me wrong\u2014a big-name celebrity can still grab attention, but here\u2019s a thought: How about we stop making them the star and put the real stars in the spotlight? That\u2019s where your customers come in. They\u2019re the true heartbeat of a brand: the ones who wear your T-shirts, share your posts, scream at the TV during the game\u2014and, you know, actually buy your product.<\/p>\n<p>Celebrities might have the following, but true loyalty and authenticity come from the people who spend their hard-earned cash with you. So why not show them some love by putting them front and center in those high-profile ads?<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/brand-marketing\/most-engaging-super-bowl-59-commercials\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.adweek.com\/wp-content\/uploads\/2025\/01\/superbowl-header.png?w=640&amp;h=360&amp;crop=1\" alt=\"EDO ranked every Superbowl LIX commercial based on online consumer engagement upon airing. T-Mobile, Ram, Liquid Death, Universal Pictures and Hims &amp; Hers topped the rankings.\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<p>Did anyone really nail this concept and stand out during Super Bowl 59? Who created an emotional response and made their customers feel seen?<\/p>\n<h4 class=\"wp-block-heading\"><strong>Google Pixel<\/strong><\/h4>\n<p>The <a href=\"https:\/\/www.adweek.com\/brand-marketing\/super-bowl-instant-replay-great-im-crying-at-a-google-ad-again\/\" target=\"_blank\" rel=\"noreferrer noopener\">commercial<\/a> opens with a man speaking to his phone in preparation for a job interview. He\u2019s a father, and as he\u2019s answering questions about his work experience, it cuts to moments of him with his kids, relating those skills to the job he wants.\u00a0<\/p>\n<p><!--nextpage--><\/p>\n<p>It\u2019s <a href=\"https:\/\/www.adweek.com\/brand-marketing\/2025-super-bowl-ads-make-you-cry\/\" target=\"_blank\" rel=\"noreferrer noopener\">emotional<\/a> and relatable, with so many people currently struggling to find work. It highlights the lessons and abilities of parenthood and how they directly link to what motivates people and can make them successful at work. It crafts a story that blends the struggles of parents today with what matters to them and then highlights the product as a way to get through that conflict. Nails it.\u00a0<\/p>\n<p>Parents who have ever had to answer questions in an interview get it. Extra points for it being from the father\u2019s perspective.\u00a0<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">  <\/figure>\n<h4 class=\"wp-block-heading\"><strong>Pfizer<\/strong><\/h4>\n<p>With \u201cMama Said Knock You Out\u201d playing throughout, a small boy sees a boxing match and then goes to hit the bell at his hospital, showing that he has <a href=\"https:\/\/www.adweek.com\/creativity\/super-bowl-instant-replay-pfizer-triumphant\/\" target=\"_blank\" rel=\"noreferrer noopener\">beaten cancer<\/a>. He continues to shadowbox through the lobby and into the street, cutting to black-and-white shots of him like an athlete at a parade. He ends at his home, hugging his parents, with the clear message that <a href=\"https:\/\/www.adweek.com\/brand-marketing\/pfizers-super-bowl-59-ad-met-with-negative-reaction-online\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pfizer<\/a> is going to help knock out cancer. A powerful message filled with hope. No notes.\u00a0<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">I\u2019m still stuck on the Pfizer commercial.  Best one tonight.<\/p>\n<p>\u2014 Stephanie Maurice (@WashNews) <a href=\"https:\/\/twitter.com\/WashNews\/status\/1888773571154997723?ref_src=twsrc%5Etfw\">February 10, 2025<\/a><\/p>\n<\/blockquote><\/div>\n<\/figure>\n<h4 class=\"wp-block-heading\"><strong>Taco Bell<\/strong><\/h4>\n<p>Taco Bell took the standard Super Bowl celeb trope and <a href=\"https:\/\/www.adweek.com\/brand-marketing\/taco-bells-super-bowl-ad-gives-face-time-to-hundreds-of-fans\/\" target=\"_blank\" rel=\"noreferrer noopener\">turned it on its head<\/a>, with LeBron James and Doja Cat trying to be part of an ad that was focused on highlighting fans and customers. This speaks so clearly to their appreciation of their customers while understanding what people expect from a Super Bowl ad.\u00a0<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">  <\/figure>\n<p>Taco Bell proved that you can have fun and make people feel seen without playing the \u201cmake them cry\u201d card. They get it, and <a href=\"https:\/\/www.adweek.com\/brand-marketing\/super-bowl-instant-replay-if-thats-not-your-face-in-the-taco-bell-ad-do-you-care\/\" target=\"_blank\" rel=\"noreferrer noopener\">the fans included<\/a> will remember it forever.\u00a0<\/p>\n<p><!--nextpage--><\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">I\u2019m never going to shut up about the fact that Obi and I are in a Super Bowl commercial, even if it\u2019s only for .2 seconds \ud83d\ude2d\ud83d\udc9c\ud83c\udf2e thanks <a href=\"https:\/\/twitter.com\/tacobell?ref_src=twsrc%5Etfw\">@tacobell<\/a> (also Obi volunteers to be the new Chihuahua mascot) <a href=\"https:\/\/t.co\/8WzcgxfnXg\">pic.twitter.com\/8WzcgxfnXg<\/a><\/p>\n<p>\u2014 \ud83e\udea9 whitney \ud83e\udea9 (@Legitwhit93) <a href=\"https:\/\/twitter.com\/Legitwhit93\/status\/1888781917438263382?ref_src=twsrc%5Etfw\">February 10, 2025<\/a><\/p>\n<\/blockquote><\/div>\n<\/figure>\n<h4 class=\"wp-block-heading\"><strong>Nike<\/strong><\/h4>\n<p>While <a href=\"https:\/\/www.adweek.com\/brand-marketing\/super-bowl-instant-replay-nike-made-the-best-big-game-ad-of-the-year\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nike\u2019s<\/a> spot features a ton of <a href=\"https:\/\/www.adweek.com\/brand-marketing\/nikes-super-bowl-ad-puts-women-athletes-center-stage-on-a-male-dominated-field\/\" target=\"_blank\" rel=\"noreferrer noopener\">women athletes<\/a> of the highest caliber, it still resonates deeply with women everywhere. Why? Because women don\u2019t have to be on the basketball court to be told they don\u2019t belong. Women don\u2019t have to be an athlete to be told that they are too aggressive, too loud, too pushy, too demanding. Women don\u2019t have to be an Olympic champion be told they are too much and need to calm down, to be quieter, to know their place, to not put themselves first.\u00a0<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">  <\/figure>\n<p>Highlighting these groundbreaking women and championing all women to do it anyway is a <a href=\"https:\/\/www.adweek.com\/brand-marketing\/nike-super-bowl-59-ad-creative-reaction\/\" target=\"_blank\" rel=\"noreferrer noopener\">powerful statement<\/a> and a much-needed one. The spot made me want to run through a brick wall.\u00a0<\/p>\n<h4 class=\"wp-block-heading\"><strong>The new Super Bowl ad is the anti-Super Bowl ad<\/strong><\/h4>\n<p>Standing out is hard, but not impossible, and some brands have gone a different route to get attention from the masses.\u00a0Brands like AriZona Iced Tea have read the room and made it clear that purposefully not being a part of the million-dollar commercial club can be just as powerful of a statement.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">I&#8217;m not gonna waste millions of dollars on a commercial<\/p>\n<p>\u2014 AriZona Iced Tea (@DrinkAriZona) <a href=\"https:\/\/twitter.com\/DrinkAriZona\/status\/1888683310794063934?ref_src=twsrc%5Etfw\">February 9, 2025<\/a><\/p>\n<\/blockquote><\/div>\n<\/figure>\n<p><a href=\"https:\/\/www.adweek.com\/media\/perplexity-publisher-rev-share\/\" target=\"_blank\" rel=\"noreferrer noopener\">Perplexity<\/a> CEO Aravind Srinivas came up with the same approach, creating a $1 million giveaway to someone who downloads their app and \u201casks like a millionaire.\u201d<\/p>\n<p><!--nextpage--><\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Pay the user, not the establishment. $1,000,000 to that one optimistic user. Better than spending several millions on traditional ad spend. Repeatable and scalable and more exiting and iterative with plenty of room for improvement to make it less random and more meritocratic.<\/p>\n<p>\u2014 Aravind Srinivas (@AravSrinivas) <a href=\"https:\/\/twitter.com\/AravSrinivas\/status\/1888706541269971359?ref_src=twsrc%5Etfw\">February 9, 2025<\/a><\/p>\n<\/blockquote><\/div>\n<\/figure>\n<p>In both cases, the message is clear: The money saved by not buying an ad can be passed on to the consumer.<\/p>\n<p>Similarly, Starbucks is making the day after, a notoriously tough day for tired sports fans, a win for customers, offering a free coffee.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">  <\/figure>\n<p>By leaning into a weekend specifically associated with ads, brands are able to join the conversation and showcase how they show up for their audience.\u00a0<\/p>\n<h4 class=\"wp-block-heading\"><strong>What\u2019s the big takeaway?<\/strong><\/h4>\n<p>Brands are still willing to spend millions on lackluster ideas while their biggest fans feel ignored. The spots that went emotional and leaned into their customers, and their struggles, were able to connect on a deeper level and make others feel seen.\u00a0<\/p>\n<div class=\"row justify-content-center\">\n<div class=\"col-12\">\n<section class=\"section section--teaser section--teaser_partners section--teaser_partners--horizontal px-0 py-4\">\n<div class=\"section--teaser_partner\">                         <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/brand-marketing\/brands-super-bowl-hype-without-tv-spot\/\" target=\"_blank\"><br \/><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.adweek.com\/wp-content\/uploads\/2025\/02\/super-bowl-quiz-2025.webp?w=640&amp;h=360&amp;crop=1\" alt=\"National TV spots command upwards of $8 million, before any production cost\" class=\"image image--partner\"\/><br \/><\/a>                     <\/div>\n<\/section>\n<\/div><\/div>\n<p>Brands are stuck in the assumption that people talking about them is enough and the sentiment doesn\u2019t really matter, but the response you trigger is important. Awareness isn\u2019t enough, especially when the brands that have enough resources to buy a Super Bowl ad aren\u2019t usually lacking in the awareness department. To get them to remember you, you need to trigger an emotional response; you can then trigger a behavior. A yawn is not the behavior you want.<\/p>\n<p>For many watching the game, there were a few ads here and there that really struck a chord, but the rest played about as well as the Chiefs did.<\/p>\n<\/div>\n<p><script async src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s time for the Big Game, and brands are ready to show what $8 million gets you in this economy. Which brands will stand out, and which ones fall into the basic trap of commercial clich\u00e9s? Get your bingo cards out: Celebrity cameo: Check. Check. Check. Check. Check. Holy crap why are there so many? [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":80357,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[1658,13829,23472,7288,11430,814,33773,40376,5002],"dealstore":[],"offerexpiration":[],"class_list":["post-80356","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-bowl","tag-brands","tag-consumers","tag-speak","tag-struggling","tag-super","tag-super-bowl-commercials","tag-super-bowl-creative-reactions","tag-voice"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Did Brands Speak to Struggling Consumers at Super Bowl 59? - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=80356\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=80356&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Did Brands Speak to Struggling Consumers at Super Bowl 59? - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"It\u2019s time for the Big Game, and brands are ready to show what $8 million gets you in this economy. 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Which brands will stand out, and which ones fall into the basic trap of commercial clich\u00e9s? Get your bingo cards out: Celebrity cameo: Check. Check. Check. Check. Check. Holy crap why are there so many? 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