This year’s Super Bowl will lose some big names from its advertising list, with several major brands choosing to remain on the sidelines of the football league due to the coronavirus pandemic.
The largest sporting event in the U.S. traditionally hosts some of the most eye-catching and memorable television ads, but some companies known for their marketing prowess will be absent or will reduce their presence.
Budweiser, the InBev Anheuser-Busch beer brand known for its flashy Clydesdale horses and exciting television ads, will forgo its Super Bowl ad for the first time in 37 years and use the funds to promote awareness of the Covid-19 vaccine.
“This commitment is an investment in a future where we can all be safely together again over a beer,” the brewery said in a statement.
Marketing director, Marcel Marcondes, added: “A fundamental lesson from 2020 is that we must prioritize humanity and purpose.”
The brewer will not be completely absent. It will display ads for Bud Light and Michelob nationally, while Stella Artois and Cutwater Spirits will advertise regionally.
Coca-Cola, also known for its creative ads, is also losing the game.
“This difficult choice was made to ensure that we are investing in the right resources during these unprecedented times,” said the soft drink manufacturer.
“We will be toasting our other brands with a cold Coke outside.”
The automakers Audi and Hyundai, regulars of the Super Bowl in recent years, are also out of the game, although they did not specifically cite the pandemic as a reason.
The South Korean automotive giant said its decision was “based on marketing priorities” as well as at the time of launching its vehicles, while promising “we will certainly be back”.
Audi said it was skipping the Super Bowl, but will look to future events “to share the next chapter in our history.”
– Duel forever? –
The Super Bowl LV will feature Tampa Bay Buccaneers legendary quarterback Tom Brady and Kansas City Chiefs rising star Patrick Mahomes, a duel that is likely to attract an audience of at least 100 million viewers.
The game will have a list of advertisers willing to pay around $ 5 million for a 30-second commercial.
New brands this year include DoorDash, the fast-growing food delivery app that made its debut in the stock market last year and may see an increase in demand per game day.
DoorDash said its ad will feature popular characters from Sesame Street, such as Big Bird and Cookie Monster.
The ad “tells the story of how we offer the best in your neighborhood in an authentic and engaging way and supports Sesame Workshop,” said Christopher Payne, director of operations at DoorDash.
“This is the first time that we have changed the image of our brand from a food delivery logistics company to a multi-category market in a significant way.”
The fast-food chain Chipotle will air its first Super Bowl ad with the theme: “Can a burrito change the world?”
Meanwhile, the online Mercari market is airing with its commercial aimed at Americans who want to fix their homes during the pandemic.
– Big mistake? –
Northwestern University marketing professor Tim Calkins said some brands have struggled to find the right message for the current climate, explaining the shift to the background.
“This is a challenging year, because it is difficult to set the tone in the Super Bowl,” said Calkins.
“If you run a funny ad, it may seem inappropriate. If you run a very serious ad, it can seem disheartening. Given that, due to all the chaos in the country, it is difficult for these advertisers to figure out what to say at a big event like the Super Bowl. “
But the marks of Pace University marketing professor Larry Chiagouris moving away are “making a big mistake.”
“The Super Bowl has always been expensive, but this will be the best bargain, simply because Americans are hungry to watch competitive sports and there is a lack of quality competitions,” said Chiagouris.
Chiagouris said the pandemic public is eagerly awaiting the big game and that the dispute between Brady and Mahomes will intensify interest.
“This will be a huge opportunity,” he said.
“The brands they cut have lost. They are being risk averse when they should be taking more risks.”
tu-rl / jm