The Wall Street Journal
Advertisers trade last year’s serious commercials for lighthearted ones this Sunday
Madison Avenue will be playing for laughs during Super Bowl 50.
Advertisers have traded last year’s serious and emotional commercials for lighthearted ones this Sunday when the Carolina Panthers take on the Denver Broncos in front of 100 million-plus viewers.
Outdoor-clothing company Marmot will air a spot that shows the company’s namesake animal—think giant squirrel—becoming friends with a human. Jeff Goldblum will sing the theme song from “The Jeffersons” to promote Apartments.com.
This tone is far different from last year’s ad bowl when many companies showed heavy, downer campaigns: Nationwide Mutual Insurance famously featured a dead boy talking about all the things he missed in life. Indeed, only 49% of the Super Bowl commercials last year used humor, a big drop from 2010 when 71% of the ads relied on funny themes, according to Ace Metrix, a research firm that measures the creative effectiveness of national TV ads.
Although humor will return, viewers shouldn’t expect many of the ads to push the boundaries of comedy. Ad executives say that it’s tougher nowadays to do very funny ads. The rise of social media has made it a “lot harder to be edgy,” said Susan Credle, chief creative officer of FCB.
To be sure, not everyone will be seeking laughs. Several companies will push socially conscious and other serious messages. Here are some of the most anticipated ads:
Amazon In its maiden voyage to the Super Bowl, the online retailer’s spot features a Super Bowl party being thrown by actor Alec Baldwin. He enlists Alexa—the voice-controlled virtual assistant in Amazon Echo—to help.
Marilyn Monroe isn’t feeling quite like herself, in this Super Bowl ad for Snickers.
Snickers What does a hungry Marilyn Monroe look like? Apparently, she looks like Willem Dafoe. The Snickers spot features Mr. Dafoe shooting the famous scene from “The Seven Year Itch,” standing on a subway grate and having his skirt blown up over his head. He transforms back to Ms. Monroe after eating a Snickers.
Aerosmith’s Steven Tyler receives a special portrait, in this Super Bowl Ad for Skittles.
Skittles A commercial for Skittles candy features rocker Steven Tyler checking out a portrait of himself that is made entirely of Skittles and sings “Dream On.” The picture falls apart when it tries to hit the high notes.
Coke Coca-Cola, which highlighted the issue of online bullying last year, is expected to sound a lighter note with a spot that ties into the popular Marvel franchise. The beverage giant is keeping mum on the details.
NFL The National Football League will once again donate ad time to an organization that will run an ad highlighting domestic violence. The NFL will also air a funnier spot that features fans that were born in winning cities about nine months after the game.
Amy Schumer and Seth Rogen band together to form a new party, in this Super Bowl ad for Bud Light.
Bud Light Ripping a page from election-year headlines, the brewer’s spot features Amy Schumer and Seth Rogen traveling around the country—from factories to rodeos—enlisting supporters to join the “Bud Light Party.” Standing on the steps of a courthouse, Ms. Schumer says: “They say we are a nation divided.” Mr. Rogen points out how that’s not true. “Nothing brings America together like Bud Light,” he adds.
Three guys suddenly find the energy to move, with a little help, in this ad for Mountain Dew KickStart.
Mountain Dew Mountain Dew Kickstart has enlisted all three of the more popular Super Bowl gimmicks—puppies, babies and monkeys—and blended them together to form one bizarre creature to star in its ad. The “puppymonkeybaby,” as the creature is called, delivers the drink to three lazy young men and licks one of them in the face. The trio suddenly are energized and break into dance. The point: highlight how the drink combines three ingredients Mountain Dew, juice and caffeine.
Avocados from Mexico A group of aliens takes a tour around an interplanetary museum to learn about Earth’s ancient artifacts. Things on display include a Rubik’s Cube, a Chia Pet, Scott Baio and even the infamous blue and black/white and gold dress. Naturally, Avocados From Mexico are part of the tour.
Write to Suzanne Vranica at suzanne.vranica@wsj.com
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