Chris Pratt works out to get in shape to tout Michelob Ultra. Bill Hader takes a break on set to snack on some Pringles.
This year’s Super Bowl advertisers are minding their manners. They’re trying hard to steer clear of everything from politics to the (hash)MeToo movement with lightly humorous ads that don’t offend.
The goal is to capture the attention of the 111 million-plus viewers expected to tune in Sunday when the Philadelphia Eagles take on the New England Patriots. Thirty-second slots are going for more than $5 million for airtime alone.
Last year http://www.panthersfootballauthentic.com/greg-little-jersey-authentic , ads that tackled political issues fell flat, like an 84 Lumber ad about immigration. And some thought the recent Grammy Awards’ low ratings were because the show contained too many political moments, such as Hillary Clinton reading from the Trump biography ”Fire and Fury.”
People are in the mood for ”political-free entertainment,” said Kim Whitler, a marketing professor at the University of Virginia.
Several ads will be taking a light-humor approach with mostly male celebrities. PepsiCo brands Doritos Blaze and Mountain Dew Ice are showcased in two 30-second linked spots showing Morgan Freeman and Peter Dinklage in a lip-sync rap battle.
In a Pringles ad , Bill Hader has a snack on set and introduces a made-up practice dubbed ”flavor stacking,” in which he mixes and matches different Pringles varieties. M&Ms enlisted Danny DeVito to embody what happens when a red M&M becomes a person after wishing on a lucky penny.
Keanu Reeves surfs on his motorcycle through the desert in an ad for Squarespace. Chris Elliott lives in a bio dome to tout avocados from Mexico, while ”Stranger Things” star David Harbour shows up in Tide’s commercial.
”They’re light hearted and good natured,” Whitler said. ”That’s on target with the mood of the country.”
”We’re exposed to so much constant negativity,” said Andy Goeler, a marketing executive at Bud Light. ”Delivering something just light hearted and fun is the root at what beer is all about.” The brand’s two spots showcase a mythical kingdom a la ”Game of Thrones” centered on Bud Light and the catchphrase ”Dilly Dilly.”
Amazon’s 90-second fourth-quarter ad stars a bevy of celebrities who sub for the voice of Amazon’s Alexa voice assistant: singer Cardi B, actress Rebel Wilson, star chef Gordon Ramsey and even actor Anthony Hopkins putting a Hannibal Lector spin on things. Leading up to the halftime show, Pepsi’s ad references past celebrities who have appeared in Pepsi Super Bowl ads: Britney Spears, Michael Jackson Will Grier Jersey , Cindy Crawford and others.
Nonetheless, two Super Bowl ads are bucking the trend and sidling up to political issues, however obliquely.
Coca-Cola’s anthemic 60-second ad features varieties of Coke, from Coke Zero to the stevia-flavored Coke Life, quaffed by women, men and a person who uses the ”they” pronoun.
”There’s a Coke for he, and she and her and me and them,” a voiceover states.
Coca-Cola executives say the ad highlights the diversity the company has always used in its advertising, adding that they consulted African-American and LGBTQ groups among its own employees. A biracial couple and a person in a wheelchair also appear in the spot.
”We want to celebrate all the people that make up the world,” Coca-Cola executive Brynn Bardacke said. ”We don’t want to exclude anyone.”
On the other hand, WeatherTech, which makes car mats and other interior car products, has a staunchly pro-American approach in its ad, which shows the construction of a factory that opened late last year.
”At WeatherTech, we built our factory right here in America http://www.panthersfootballauthentic.com/christian-miller-jersey-authentic ,” the ad’s text reads. ”Isn’t that the way it is supposed to be?”
It’s the fifth year WeatherTech has advertised in the Super Bowl touting its all-American operations. Founder and CEO David MacNeil said his ad doesn’t have typical Super Bowl accoutrements – ”no ponies, no puppies, no pretty girls” – but said it’s straight to the point about its message.
”Isn’t it just logical to build your own factory in your own country so your own fellow citizens can have jobs?” he said. He said he doesn’t believe the ad might be divisive. ”It wouldn’t occur to me that I could offend anyone by supporting my own country,” he said.
While the majority of advertisers release their ads ahead of time to try to drum up publicity, there are some holdouts. Fiat Chrysler usually appears during the game without advance warning. Other advertisers that have remained mum about their plans so far include E-Trade and Monster Products.
”It may be that advertisers with risky ads are waiting for the game, hoping to protect the surprise and break through the clutter,” said Tim Calkins, a marketing professor at Northwestern University.
JACKSONVILLE, Fla. (AP) — Yannick Ngakoue grew tired of watching from the sideline as teammates participated in 11-on-11 drills. So he took a different approach to stand out Tuesday.The Jacksonville Jaguars defensive end ran onto the field during a special teams play, scooped up a punt and started juking would-be tacklers.“Just trying to show my athleticism a little bit,” Ngakoue joked after the team’s first organized team activity.Ngakoue is willing to do just about anything to bolster contract negotiations.The former Maryland standout, a third-round draft pick in 2016, is entering the fourth and final year of a $3.84 million rookie deal. He’s due to make $2.025 million this fall — far less than other top playmakers at his position.He showed up for the first two days of the team’s voluntary, offseason conditioning program in April before leaving and spending the past month working out in Miami. Ngakoue rejoined teammates Tuesday and emphatically said he plans to play this season even if he doesn’t get a long-term contract.“Of course, I’m going to play Jordan Scarlett Jersey ,” he said. “I love the game. I’m in God’s hands at the end of the day. I’ve been playing this game my whole life and that’s what I’m here to do.”Ngakoue has 29 ½ sacks and 10 forced fumbles in three NFL seasons, developing into a key piece of one of the league’s top defenses.“It’s self-explanatory what I’ve done in three years, what I’ve amassed in three years,” he said.The Jaguars hope to re-sign the 24-year-old Ngakoue, but getting it done might take patience. The team has roughly $13 million in salary cap space for 2019 and could get nearly $10 million more in additional room if linebacker Telvin Smith, who intends to sit out this season , fails to show up for training camp.They also could rework a high-end contract or two to free up extra cap space.Although Ngakoue brushed aside several questions about a potentially huge payday, he acknowledged how pass rushers have cashed in this offseason.Dallas’ Demarcus Lawrence and Kansas City’s Frank Clark signed five-year, $105 million contracts. Lawrence got $65 million guaranteed, and Clark received $62.3 million guaranteed.Trey Flowers signed a five-year year, $90 million deal with Detroit that included $56 million guaranteed. And Dee Ford signed a five-year, $85 million contract with San Francisco that included $45 million guaranteed.“That’s not a secret,” Ngakoue said. “We all can go on the computer; we see what they’re getting. At the end of the day, it’s a blessing to be in that position and I’m thankful. If it comes, it comes.”Until then David Montgomery Jersey , Ngakoue plans to continue practicing with his team. He said he will be in attendance for the remaining 12 OTAs, wants to be voted a captain this season and hopes to be a mentor to fellow defensive end Josh Allen, the seventh overall pick in the NFL draft who could end up splitting snaps with Ngakoue.“Just trying to build some team camaraderie, being a leader, trying to be different,” Ngakoue said. “That’s the main reason why I came back. I don’t have to be here, but I chose to be here. Just shows you how much I love the game. That’s why I want to be here, to help some guys out.’Coach Doug Marrone applauded the effort.“It’s always good when you’re around your teammates,” he said. “Consistency and being around, I think that’s part of the chemistry and all the other stuff, so yeah, I’m appreciative of all the players that are here during this voluntary period.”
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