Matt Britton says 2019 Super Bowl ads are pulling back from social messaging toward pure entertainment, featuring more female celebrities after last year was three quarters male. Startups like Expensify and Bumble are buying expensive slots to go viral, while legacy brands like Doritos and Budweiser stick with what works.
Questions this video answers
February 3, 2019.
Three quarters (75%).
Doritos and Budweiser (advertising for the last 10–15 years).
I talked to Pepsi cmos earlier in Frito Lay. They were also all on the celebrity train. Thought this was the year we were going to get more socially conscious advertisements. Yeah, I think socially conscious can sometimes fall into the realm of controversial. So I think a lot of companies in this political climate are kind of backing off from anything that isn't just focused on entertaining consumers, making them smile and laugh and selling products celebrities haven't or in a new thing. But this year you're going to see more female celebrities. I think a lot of companies are starting to see that in the Me Too era that they have to have more of a balanced approach to not just having male celebrities. Last year three quarters of the celebrities and TV spots were males. So this year they want to have a more balanced approach, which obviously I think is a great thing. Where do the surprise advertisers come from? Who's spending big for the slots that you wouldn't typically expect? Well, Expensify is why Bumble is another. Bumble is a dating app that's coming in as a startup and it's a big chunk of change for, for a startup. For the startups, it's a huge bet. I mean Doritos and Budweiser have been advertising in super bowl for the last 10, 15 years. They're almost expected to be there. But to see startups going, you know, they're, they're anticipating that the impact on their business isn't just going to be marketing to people, but marketing through people that people are going to take their spot, they're going to share it, they're going to get a lot of buzz on places like YouTube prior to the super bowl, starting to create that buzz that goes far beyond the actual Super Bowl. I think, I think it's interesting, the expensified model because essentially the consumerization of the enterprise, it's not a top down approach where they're going to get a CIO to adopt this expensive. The individual employee has the ability to start using it which could spread up and that's how a company like that can justify making such a big investment. But it is fascinating because it's a totally opposite equation to digital targeted ads. We know who you are and what you want and still kind of the fire hose. Yeah, well, I mean the super bowl, besides that, there's the Grammys and the Oscars and that's really all there is right now in terms of gardening, the mass reach and mass eyeballs in the world of, you know, people, time shifting content and Hulu and Netflix. There's not that many games and towns if you want to garner eyeballs. So if I was a CMO of a major brand, I would still invest in the Super Bowl. It's probably the one place I would pour dollars into because it's a sure thing and you know you're going to have that mess reach all at.
