Longtime advertising man Donny Deutsch, who normally hosts a watch party for up to 40 people but this year played the game with a group of six, said attending the Super Bowl usually got a quick attention boost. Companies also run the risk of the half-absorbed audience remembering aspects of an ad but forgetting who produced it.
“The Super Bowl is such a crowded environment for people to advertise,” he said. “You can have an effective ad, but it may not get registered for your brand, especially if brand awareness isn’t there.”
Workarounds for production
Because of the restrictions on pandemic movies, many companies have relied on stock footage, voice-overs, and remote filming. Those hurdles were largely hidden and many advertisers were able to incorporate location changes and special effects, said Margaret Johnson, chief creative officer at Goodby, Silverstein & Partners, who worked on Cheetos’ Super Bowl commercials for 2021. Doritos and others.
The limitations on filming meant there were few large crowd scenes, usually a staple for the flamboyant ads that were shown during the big game. Oatly, an oat milk company, showed its managing director Toni Petersson at a keyboard in the middle of a field.
“Wow! Wow!” he sang. “No cow!”
The commercial got a lot of attention on social media, both good and bad. Immediately after the ad went online, the Oatly website offered a t-shirt that said, “I totally hated that Oatly commercial.”
Many other ads only contained a character or two, “which is safest,” said Daniel Lobaton, chief creative officer of Saatchi & Saatchi NY.
Huggies, the diaper company, aired a commercial in the second quarter that was new to the use of long distance movies. It contained scenes shot on Super Bowl Sunday that were interspersed with footage that had already been filmed. The ad showed eight infants born since midnight in scenes shot by willing parents who were being compensated by the company. A team of 25 people who worked on the commercial made every effort to get the commercial ready on time, the company said.