When households sit down to watchSuper BowlLVII know on February 12 , they might get a horse sense of déjà vu . While the game might be unpredictable , some of the much - hyped commercial blot will be rerun , circulated online years or even weeks in cash advance . you’re able to findfootageof Ben Stiller andSteve Martinfor Pepsi Zero Sugar , Alicia Silverstone’sCluelesscharacter Cher for Rakuten , andSylvester Stallonescaling a passel for Paramount+ . No tackling required .
“ Some bulge out these ads in December , maybe even as early as November , ” Tellis state USC News in 2022 . “ The more you tease , the groovy the audience on the day itself and the groovy probability of virality . ”
One of theearliestexamples of pre - game exposure was a 2011 Volkswagen touch withaStar Warstheme . Released day before theSuper Bowl , it earned 11 million horizon before anyone saw it on airwave that Sunday .
Ad diligence observers feel it was a paradigm shift from fellowship being highly secretive about ad campaigns : The cachet of being a Super Bowl advertising can push back interestingness long before outset . In 2014,The Los Angeles Timesestimated that Super Bowl ad that got an other YouTube preview were regard 2.5 times more than ads that were restricted to game day .
Fast forward to today : In December 2022 , framework softener Downeylaunchedits Super Bowl campaign for its Unstoppables sweet-smelling laundry beadwork . That was before the AFC and NFC conference genius were even crown .
For company who directly turn a profit from the game , it take a crap mother wit to get their advertising campaign out early . That ’s specially true of beermakers likeAnheuser - Busch , which circulated ad office on societal medium prior to the Super Bowl in 2022 so they would be on the psyche of shoppers buying beverages for their viewing party .
Some advertisers release teaser spots , with the Super Bowl advertizing being the feature display ; others drop the entire spot . In either display case , the objective is simple : to make that massive marketing investment pay off before , during , and after the game .
[ h / tThe Los Angeles Times ]
