In the wake of one of the most thrilling Super Bowl games in recent memory, advertising director Steve Merino criticized the trend of using celebrities in Super Bowl ads. With a price tag of $7 million for just 30 seconds of airtime, Merino believes that this year’s ads lacked substance and were “ho hum.” He cited the overuse of celebrities in ads as a contributing factor to the lack of impact.
Despite the trend, Merino pointed out a few standout ads, such as Ben Affleck’s sequel spot for Dunkin’, which he praised for its self-aware humor. He also highlighted the Reese’s Big Cup Caramel ad for its simplicity and effectiveness.
Merino noted that this year’s Super Bowl ads reflected broader societal trends, with ads focusing on topics like online betting, cybersecurity, and artificial intelligence. Regional businesses and institutions, including Wilmington University and Valley Forge Tourism & Convention Board, also had a presence in the ad lineup.
Overall, Merino sees the Super Bowl ads as a barometer of America’s mood and a reflection of broader societal shifts. He pointed to the inclusion of ads targeting a younger, female audience, such as Dove and E.l.f. Cosmetics, as evidence of the influence of figures like Taylor Swift on both business and society.
In conclusion, while the use of celebrities in Super Bowl ads may have been overdone this year, there were still a few standout ads that captured audiences’ attention and reflected the current cultural landscape.
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