The Super Bowl ads in the United States are a major annual event in the advertising world. With huge budgets and high levels of creativity, every major brand aims for maximum visibility, buzz, and product sales. The challenge lies in achieving these goals within a mere 1–2.5 minutes. In previous years, giants like Coca-Cola and Hyundai actively participated in producing Super Bowl ads. However, after the pandemic, both companies were absent, making way for newcomers like the website-building platform Squarespace and the delivery platform Uber Eats. Notably, to increase their talkability and relevance to current trends, many brands incorporate humorous or satirical “strange stories” as the themes of their commercials, boosting online discussion. Let’s take a look at three Super Bowl ads to analyze this year’s advertising trends.

1. Doritos: Flat Matthew
To promote their latest 3D chips, Doritos created a commercial featuring Oscar-winning actor Matthew McConaughey as a 2D character. Throughout a series of bizarre encounters as a flat figure, he finally finds a solution to regain his normal 3D form. Besides recruiting a leading actor whose persona aligns with the ad’s tone, the commercial clearly highlights the three-dimensional shape of Doritos’ new product. Doritos spared no expense, inviting “La La Land” director Damien Chazelle to direct this whimsical ad. They also produced three teaser clips apart from the full one-minute commercial, further enhancing the mystique and distinct personality of “2D Matthew.” With a clear theme, standout features, and successful buzz, this ad has effectively drawn attention to Doritos’ new product.

• Flat Matthew: https://bit.ly/2YW3Eju
• Behind the Scenes: https://youtu.be/e25wCObUmNs

2. Squarespace: 5 to 9
Squarespace, an online website-building platform, was chosen by renowned country singer Dolly Parton to create the official website for her new perfume product. Taking advantage of this, Squarespace collaborated with Parton to produce an ad featuring a remake of the song “5 to 9.” The ad’s concept encourages nine-to-fivers to utilize Squarespace after hours to build websites for their side projects from 5 PM to the next morning’s 9 AM. Damien Chazelle was once again tapped to direct, and the ad’s style reflects his signature musical flair. Beyond the commercial itself, Dolly Parton recorded a theme song called “5 to 9.” The combination of music and performance successfully drew viewers, sparking online buzz. For Parton, it also served as a platform to promote her new perfume. This collaboration stands as a prime example of a successful partnership between a brand and a personal brand.

• 5 to 9: https://bit.ly/3q0CZOn
• Theme Song: https://youtu.be/-NjmTzWMAbs

3. Uber Eats: Wayne’s World & Cardi B’s Shameless Manipulation
The delivery platform Uber Eats adopted a nostalgic approach, revisiting the iconic 1990s comedy “Wayne’s World” and bringing back its two main characters with special guest Cardi B. The ad recreates scenes from the film, adding in a touch of satire and humor. Beyond the playful retro vibe, Uber Eats took a unique step by producing two and a half hours of “thank you” footage, featuring the main characters humorously enduring this long stretch of time. During the video, restaurant names scroll by like credits, allowing Uber Eats to express its gratitude to all partner restaurants nationwide. This inventive approach captured the attention of younger audiences and generated plenty of online chatter.

• Wayne’s World & Cardi B’s Shameless Manipulation: https://bit.ly/3pZV7b4
• Thank-You Video: https://youtu.be/73u8pED1wFo

From these three Super Bowl ads, we see that although post-pandemic brands may not have the same revenue as before, they remain willing to invest heavily in Super Bowl spots. Beyond the commercials themselves, they introduce creative content—such as theme songs or quasi-livestream thank-you videos—to increase uniqueness and attract new-generation consumers. In the internet age, ordinary ad content isn’t enough to captivate audiences bombarded by diverse media. The biggest challenge for brands is how to use humor and craft “bizarre” narratives that draw in consumers. While this diverse taste places pressure on brands and advertisers, it also encourages more creativity and originality in designing ads that invite viewers into whimsical and humorous worlds, ultimately winning over consumers.

What innovative ads will brands and advertisers come up with post-pandemic to grab consumer attention? How can they harness emotional elements in advertising to reinvent their brand image?

Next time you see a new brand ad, consider these questions and join us in reflecting on the evolving landscape of advertising!
 

參考資料 / References：

1. 超級盃廣告大戰「疫」外掀起懷舊風 (http://bit.ly/39UmvSe)