What a feeling! This year’s Super Bowl ads turn back the clocks

With the Super Bowl LVIII set to air in Australia this Monday morning, February 12, many sports fans will not only be turning in to watch the game and the half-time spectacular with Usher but also to see which ads will be scoring a touchdown.

Brands are paying big bucks to grab viewer’s attention with each 30-second spot costing a mere US$7 million. But with an international audience of more than 100 million viewers, the advertising investment may be well worth it.

Here’s a look at some of the brands getting in on the action.

Bud Light

Bud Light is wishing its customers back in droves with its “Genie”-themed Super Bowl ad this year, after last year’s marketing campaign with TikTok influencer Dylan Mulvaney saw its sales quickly plunge, making it a ticking time bomb for the company.

This year’s ad features Post Malone, American football quarterback Peyton Manning, and UFC president Dana White showcasing scenes where its drinkers run into a genie and wish for anything they want.

Uber Eats

Uber Eats will deliver to viewers a spot packed with A-List celebrities, including a reunion with Friends cast members Jennifer Aniston and David Schwimmer. The ad uses humour to drive home the fact that if you’ve forgotten something, Uber Eats can have it delivered to your door.

Other celebrities that make a cameo appearance include David and Victoria Beckham, Usher, and American rapper Jelly Roll.

DoorDash

Not to be outdone, DoorDash also wants viewers to know that it can also deliver anything to your door.

In fact, its Super Bowl ad this year promises one lucky viewer all of the items advertised during the game to be DoorDashed to the winner’s door in a Super Bowl sweepstakes like never before. From cookies to cars and lots of candy, one viewer will get their hands on all of these goodies, and they don’t even need to leave their home to collect their prizes.

Oreo

Kris Jenner is appearing in her first-ever Super Bowl ad for Oreo, with the company taking a non-cookie-cutter approach to its advertising.

This year’s theme is how people rely on twisting open Oreo’s when it comes to making a big decision. The advertisement starts during ancient times when guards twisted an Oreo to determine if they should let the Trojan Troy horse into their compound and ends with Jenner twisting an Oreo if she should go ahead with launching her TV series, it’s a memorable ad that encourages viewers to adopt “let’s twist on it” into their vernacular.

T-Mobile

Scrubs stars Zach Braff and Donald Faison are back on the screens again for T-Mobile, this time joined by Aqua Man’s Jason Momoa. The trio pays tribute to the 80’s Flashdance track, What A Feeling, while singing T-Mobile’s praises about its home wifi internet offering. 

Nerds

Also chanelling Flashdance’s What A Feeling is Nerds, featuring TikTok star Addison Rae. The 15-second teaser opens with Rae coaching a mystery guest how to pull off the iconic 80’s dance. On Super Bowl day all will be revealed with a 30-second spot, from Nerds, having a life-size Nerd Gummy in the spotlight chanelling Jennifer Beal’s original moves.

The spot ends with Rae happily sitting at home, eating a pack of Nerds’s Gummies of course, happy with her teaching efforts. 

Adrian Falk is the founder and director of Believe Advertising & PR.