Super Bowl ads have become a separate cultural phenomenon from the football game itself. The cost of a 30-second commercial during the Super Bowl can cost around $7 million in 2023. This price has increased about half a million per year at $6.5 million last year, and $5.5 million the year before. Every year views increase as well. As February 12 approaches, you might be wondering what will define 2023’s commercials. We have outlined our predictions of what trends and brands might dominate one of TV’s biggest night’s advertising times. Here are some things to look out for during the Super Bowl commercials this year.
A lot of recurring characters in the world of Super Bowl commercials make a return this year such as Turbotax, Anheuser-Busch InBev, Pringles, Doritos, and Avocados from Mexico who have confirmed their ads for this year. Social media will be integrated into some ads including TikTok and Roblox. Celebrities lineup, every year for their special Super Bowl commercial debut, and 2023 continues that tradition!
E-Trade, owned by Morgan-Stanley, will be returning to the Super Bowl for a commercial they made with their creative agency, MullenLowe. The ad will feature their famous E-Trade Baby that has been featured in past advertisements. In a teaser, the baby has a “save the date” as it is preparing. This brand often advertises during the Super Bowl.
The popular candy brand will have a 30-second ad during the third commercial break of the second quarter. This will involve an immersive campaign that has been building up for a few months leading up to the big game. They will introduce a new character, purple. Maya Rudolph will star in the ad which will feature M&M characters exploring their other interests such as making playlists and hanging out with other candies.
Diageo intends using a “well known” super fan of their brands for their Super Bowl commercial debut. This ad launches during the third quarter of the game and aims to last 30-seconds. Some known fans of the brand include Gabrielle Union, Cedric the Entertainer, rapper Big Boi from Outkast and Hillary Clinton.
The famous chip brand returns for their 23rd year with a Super Bowl ad. Doritos went to TikTok to cast a dancer for this commercial by creating a dance contest on the popular app to find the star of their 2023 Super Bowl advertisement as well as featuring a mystery star. Jack Harlow and Missy Elliot will also be in a Doritos ad during the game. The brand plans to announce their new Sweet and Tangy BBQ chip flavor.
FanDuel decided to do a Super Bowl commercial for the first time, featuring Rob “Gronk” Gronkowski. They’re offering a unique experience for fans, by letting them make a bet on whether or not Gronk can make a 25-yard field goal during the third-quarter commercial break. Fans that bet correctly have the chance to win part of a $10 million prize.
This is the brand’s 10th appearance of a Super Bowl commercial. They aim to occupy 7 ad spots to promote a new campaign for their AI-driven platform. This campaign is expected to be on other platforms such as Roku, Twitch, Spotify, Buzzfeed, Netflix, and during other upcoming football games.
Similar to FanDuel, this popcorn chip snack introduces their brand during a Super Bowl for the first time! The ad was inspired by “Breaking Bad,” whose 10 year anniversary airs in 2023. This ad stars character Walter White from the popular TV show, as teased on the actor Bryan Lee Cranston’s Instagram.
DraftKings and Hartbeat Productions
Draftkings returns to the super bowl for a 30 second commercial for the third year in a row, and decides to do a collaboration with Hartbeat Productions, the production company owned by Kevin Hart, who will also be starring in this commercial.
For their third year in a row, Hellmans continues to make an appearance during the Super Bowl. This year, Hellmann’s prepared the commercial to advocate against food waste. This is a 30-second commercial in collaboration with Wunderman Thompson. Their main message intends to emphasize the elimination of food waste, a growing problem in America.
Avocados from Mexico
This is the brand’s 8th time in the last 10 years making an appearance during the big game. The ad aims to focus on the message “good times and good taste,” and plans to feature their catchy jingle.
General Motors is partnering with Netflix for a minute-long ad to promote their support for electric vehicles. The ad will feature Will Ferrell and some popular series on Netflix.
Pepsi will be running an ad to promote their new and improved Pepsi Zero Sugar drink. This will be their first commercial appearance during the Super Bowl in three years, despite having name rights to the halftime show. They will have two separate ads with actors Ben Stiller and Steve Martin.
Calling all rom-com fans! The tech company Rakuten will have a commercial with Alicia Silverstone, AKA Cher from “Clueless.” This will be their second super bowl ad, and has released teasers for the big ad. This ad will be shown during the first quarter of the game.
AH InBev continues to advertise although they gave up their status as the Super Bowl’s exclusive alcohol advertiser after 33 years. They are the official beer and hard seltzer sponsor for the NFL, although other alcoholic beverage brands are serving ads this year. Bud Light will have a 60-second slot with “Top Gun: Maverick” star Miles Teller and his wife. The ad is focused on “easy enjoyment” of the beer and giving consumers a chance to win $10,000 during the game each time a team scores during the game. Budweiser will have a separate ad featuring Kevin Bacon and Metro Boomin. There will also be a 45-second version of the ad along with the 30-second one aired during the Super Bowl.
Uber will be back for the Super Bowl with a 60-second spot. This is their third consecutive year and this year will be featuring Diddy. He will be creating a song for the commercial promoting a safe rideshare option.
The makeup brand will make their Super Bowl debut during the second quarter. It will feature a mystery award-winning actress and will highlight a popular product, Power Grip Primer, made famous on tiktok.
Super Bowl fans look forward to the ads every year, including the team at Electric Symphony Media. A poll was taken at the office, for which Super Bowl Ad the team was most excited about, and the votes included: Popcorners, Doritos, Anheuser Busch, and Crown Royal. At ESM, we’re passionate about digital media and advertising as we offer a wide range of products for our clients. Our team would love to help you reach your marketing goals for 2023 and beyond!
ESM is a media partner that helps brands and agencies uncover unique value in marketing investments. We believe the most successful media campaigns interweave the art of past experience with the science of data analytics. ESM offers end to end media planning, activation, and reporting services. The agency’s tech stack provides a connective thread across all channels, but as a team we emphasize the importance human experience plays in predicting outcomes. Whether it’s traditional, digital, or emerging media, the knowledge ESM has gained from running campaigns that are large, small, geographically diverse, with different KPIs, goals, and assets gives us a strong library of learnings to apply to future activity.