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Bruce Springsteen and Babies star in Super Bowl advertising in Pandemic Year


Long-time advertising director Donny Deutsch, who normally hosts a watch party for up to 40 people but attended the game with a group of six this year, said attending the Super Bowl usually causes a quick stir. But companies also risk the half-sunken audience remembering aspects of an ad but forgetting who produced it.

“The Super Bowl is such a cluttered environment for people taking ads,” he said. “You can have an effective ad, but it might not get registered for your brand, especially if brand awareness isn’t there.”

Because of the restrictions on pandemic filming, many businesses relied on stock footage, voice-overs, and remote filming. Those hurdles were largely hidden, and many advertisers managed to incorporate location changes and special effects, said Margaret Johnson, chief creative officer at Goodby, Silverstein & Partners, who worked on Cheetos’ 2021 Super Bowl commercials. Doritos and others.

The rotation restrictions meant there were few major crowd scenes, usually a staple of the extravagant advertisements shown during the big game. Oatly, an oat milk company, showed its CEO Toni Petersson at a keyboard in the middle of a field.

“Impressive! Impressive!” he sang. “No cow!”

The commercial got a lot of attention on social media, for better or for worse. Immediately after the ad ran, the Oatly website offered a t-shirt that said, “I totally hated that Oatly commercial” on the front.

Many other ads only contained a character or two, “which is safest,” said Daniel Lobaton, chief creative officer of Saatchi & Saatchi NY.

Huggies, the diaper company, aired a commercial in the second quarter that was new to its use of remote movies. It contained scenes shot on Super Bowl Sunday interspersed with footage that had already been shot. The ad featured eight children born since midnight in scenes filmed by willing parents who were being compensated by the company. A team of 25 people working on the commercial made every effort to get the commercial ready on time, the company said.


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