ST Alpha - "Late, but I didn't have the US feed so I didn't see most of the SB ads. Is it just me or the past few years most of them have the exact same concept" (Reading a Post)

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Late, but I didn't have the US feed so I didn't see most of the SB ads. Is it just me or the past few years most of them have the exact same concept

Posted by Guigue (aka Guigue) Feb 12 '24, 14:25

Here's a celebrity. Said celebrity is doing a SuperBowl ad and here's a silly thing that's happening backstage. Oh no how silly. A second, possibly related celebrity shows up to add additional silliness to the situation at the very end. Here's a tag line that links the situation to the product. We would have changed the line for a different product if needed since none of this makes sense. Product shot.

Everything seems so lazy. But I work in ads so maybe I'm jaded. It just feels like someone at an agency did a study that showed that you get the best result with a celebrity, the concept is secondary, and now everyone is following that guideline.

The Top 10s I'm seeing everywhere is celebs after celebs. Nothing resembling the VW ad with a kid dressed as Darth Vader. Nothing that will enter pop culture like the Wassup Bud ads. It all feels so boring.

Responses:

Your IM started reading like the Deadpool trailer and I was about to fight you! -- nm - Spawn Feb 12, 15:21 1
- Movies are fine, it's not like they make them just for the SB -- nm - Guigue Feb 12, 15:27
Chip. - Beryllium Feb 12, 14:40
You're correct in your assessment. Many are just celebrities playing themselves in a fun way. We don't get many that are clever and stick with you - Krusty Feb 12, 14:29 4
- Remember the first Snickers “You’re not you when you’re hungry” commercial with Betty White? Easily my favorite ad campaign featuring celebs. (Since - mara Feb 12, 15:09 3
  - That was a great use of a celebrity. Loved that ad! -- nm - Krusty Feb 12, 15:47 1
    - Really perfect, because you had the surprise of seeing Betty, followed by the shock of the violent tackle, followed by the reveal. -- nm - mara Feb 12, 16:04
  - I did leave that one out because it didn't support my rant, but yeah I did think about it as an example of a celeb campaign that did work :) -- nm - Guigue Feb 12, 15:17

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Late, but I didn't have the US feed so I didn't see most of the SB ads. Is it just me or the past few years most of them have the exact same concept

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