As small businesses, we often get bombarded with messages about the importance of marketing…
And we know it’s true. To build huge sales and a large base of loyal customers you need more than brand loyalty. You need lots of brand awareness, repeat customers, and to show up in front of your target audience as much as possible.
But we all secretly wish to be that one exception. The company who thrives solely on word of mouth and referrals. Accidentally goes viral on the internet. No “ad spend’ needed.
But the reality is, marketing is a crucial part of every brand’s business. Even the most well-known players with billion-dollar profits, can’t afford to slip in their ad spend. In this hyperconnected, fast-evolving world, we’re all fighting to stay relevant.
Personally, I think nothing highlights this better than the widely-anticipated and famously-expensive Superbowl ad.
What’s so special about the Superbowl ads?
On February 13th, 112 million Americans tuned in to watch the biggest football game of the year. The most in 5 years, according to the New York Times.
That’s prime viewing all marketers can dream of.
And the biggest companies never miss out on this opportunity to sear their names further into our brands and stir up buzz on Twitter, Facebook, and major news outlets covering their newest commercial.
This year was no exception. The average ad reached 106 million viewers. Totaling around 4.39 billion verified household ad impressions. With brands spending around $6.5 million dollars per 30 seconds.
Your journey for brand awareness is never over.
Superbowl ads are known for their over-the-top, comedic tones that can cause a stir. But last year, given the state of the world, they took on a more somber tone. Viewers weren’t sure what to expect for Superbowl ads in 2022, but they proved to be much more light-hearted, aspirational, and humorous.
Something we noticed is the particular emphasis on the Hollywood trend, with many of this year's commercials starring celebrities and dropping in even more athletic cameos than usual.
We truly enjoyed this years’ line-up. Here are our favorite Superbowl 2022 commercials for the “Hollywood trend” at JonesHaus.
Our favorite “Hollywood trend” Superbowl 2022 commercials
Screenshot from Michelob Ultra, “Welcome to Superior Bowl”, Superbowl Ad 2022
1. Michelob Ultra – Welcome to Superior Bowl
This Michelob Ultra commercial was instantly a success in our book. It was entertaining, star-studded, and had such a simple concept: “Where the players play when they’re not playing.”
The ad takes place at a bowling alley where athlete superstars Peyton Manning, Jimmy Butler, Nneka Ogwumike, and Alex Morgan are bowling a game. The competition is bubbling.
They did a great job building up anticipation and dropping in easter eggs to give die-hard fans an extra laugh.
The action is set to the 1973 jam “Showdown” by British rock band Electric Light Orchestra — a song that also appeared in an epic bowling scene in the 1996 movie, Kingpin (and a song we love too). They used acclaimed actor, Steve Buscemi, as one of the employees, who once played an amateur bowler in the 1998 classic, “The Big Lebowski”.
In the last few seconds, Serena Williams power walks in to put the rest to shame.
We’re left wanting to know more and capture that feeling. Way to go, Michelob Ultra.
Screenshot from Amazon, “Mind Reader”, Superbowl Ad 2022
2. Amazon – Mind Reader
In this genius commercial, Amazon pokes fun at the reality of convenience technology: when does it become too convenient?
Real-life couple Colin Jost and Scarlett Johansson have their marriage intruded upon by another woman: Amazon's Alexa.
And she’s spilling all the secrets.
The commercial opens with Jost and Johansson in their home, preparing for a Superbowl party. The ad cleverly shows off some of Alexa’s more advanced (and likely less used) capabilities, like turning on a fridge and adjusting blinds.
Johansson remarks, “It’s like she can read minds,” about the helpfulness of the intuitive and helpful virtual assistant.
In a hilarious dream sequence, we’re flashed through scenes in which Alexa “reads the minds” of the homeowners and spills the beans on what they’re really thinking.
Is Alexa reading minds a good idea? No. No, it is not.
But she’s just helpful enough (with the right commands) to keep your everyday living easier.
Screenshot from Lay’s, “Golden Memories”, Superbowl Ad 2022
3. Lay’s – Golden Memories
This heartwarming commercial brings together long-time friends, and cherished comedians, Seth Rogan and Paul Rudd together on the former’s “wedding” day.
The pair reminiscence how Lays have been a part of their friendship from childhood camping, to flying first class, to buying a haunted home where Seth met his undead wife?
The commercial may not have made the most sense, but did a great job capturing that Lay’s are for everyone, in every moment, with the comedic flair we’ve all grown to love from these two.
It’s certainly memorable, to say the least.
Next time you’re in the chip aisle and don’t know what to get? Lay’s are there.
Screenshot from Rocket Homes, “Dream House”, Superbowl Ad 2022
4. Rocket Mortgage – Dream House
This commercial was a hilariously creative spin for Rocket Mortgage, a company that helps potential homebuyers get pre-approved and secure a mortgage online.
Instead of just having the usual endearing guy in a suit, insisting he can help you get “the best mortgage the easiest way,” Anna Kendrick and child companions used Barbie’s Dream House, Barbie, and her competitors (ughhh, Cash Offer Carl) to comedically display the reality of trying to buy a home in 2022.
They stirred up childhood memories and the frustrating comparison to adulthood acquisitions – unfortunately, trading a month of chores or a week of dessert to get the dream house you want, no longer cuts it.
5 stars to these creatives!
Screenshot from Squarespace, “Sally’s Seashells”, Superbowl Ad 2022
5. Squarespace – Sally’s Seashells
Another interesting mix of the Hollywood trend and recall to childhood memories: the classic tongue-twister, Sally sells seashells by the seashore, featuring Zendaya.
This light-hearted and color-filled commercial tells the story of how Sally went from a flop of a business to overnight success with the help of her website on Squarespace.
The place where you can do “everything to shell anything”.
This commercial has it all: heartstrings being tugged, a nice play on words, a well-loved celebrity that’s sure to bring views and buzz, and shows consumers what they do without telling them what they do.
All in all, it’s a well-put-together ad that’s beautiful to look at and inspires you to launch your own website!
Screenshot from Coinbase, “OR Code”, Superbowl Ad 2022
6. Coinbase – QR Code
The most unexpected but arguably brilliant – and highly effective – was Coinbase’s “QR Code” commercial.
Rather than telling a story, relying on humor, or a celebrity approval, Coinbase just had a 1 minute bouncing QR code. No details. No name. The CTA was creatively using the main way we’ve accessed menus for 2 years.
Get out your phone and scan to see what it is.
They perfectly captured the audience’s attention and drove them to action. So much so that their app crashed following the ad. But the users that did get through?
They were introduced to the “Less talk, more Bitcoin” campaign on Coinbase’s promotional website, complete with a promotion of $15 credit and a chance to enter a $3 million giveaway.
Truly, an amazing way to capture an audience, grow your email list, and be able to follow up effectively for an audience that likely needs some product education.
What Superbowl commercial did you like best? Did any stick out to you more than the rest? Or inspire you for a new marketing campaign idea? Let me know!