On February 15th, the fifteenth Lantern Festival of the first lunar month, eating tangyuan and Lantern Festival, representing the official end of the Spring Festival, it is time to completely close the work. However, Americans have just passed their own "Spring Festival" — not Christmas or Easter, but super bowl games live.
As a national sport, American football has always been very popular, and the NFL's annual final, the Super Bowl, is naturally the most concerned event in the United States. On February 13, local time in the United States, the 2022 Super Bowl officially opened.
The "all-black" of the 2022 Super Bowl halftime show | medium publishers
In addition to the fierce championship battle, as well as the "all black" hip-hop superstars composed of midfielders Dr. Dre, Emminham, Snoopy Dog, Mary Brigitte and Kendrick Lamar, as the highest-rated TV show in the United States, the Super Bowl has always been a must for brand advertising. The 30-second Super Bowl ad in 2021 sold for $6.5 million, but that didn't stop brand owners from competing for prime time.
In a sense, people can see some trends in consumption and even the technology industry from Super Bowl ads, after all, there must be enough "ammunition" and promotion needs to buy Super Bowl ads.
At the 2022 Super Bowl, as a consistent advertiser car manufacturer, the main products promoted are all turned to trams, GM introduced the latest Silverado electric pickup truck in homage to the well-known American drama "The Soprano Family"; BMW invited former California Governor Schwarzenegger to advertise the new tram iX; Kia borrowed Sony's electronic dog AIBO to show the new car EV 6.
In 2021, NFT and DAO completed two successful circle-breaking journeys for the entire cryptocurrency industry. Following the NBA's Miami Hot Team Stadium, the cryptocurrency exchange used a humorous short film to satirize skeptics who contradicted the cryptocurrency industry; Coinbase, another U.S. cryptocurrency exchange that has been listed, did the opposite, attracting people's attention with a QR code that imitated the "ancient" DVD logo, resulting in a traffic crash in the background.
Facebook's metacosm, Amazon's Alexa, Google's new mobile phone and other technology products are also the guests of this Super Bowl. From new energy vehicles to cryptocurrencies to the meta-universe, these technology products that are or will have a profound impact on people's lives have earned the attention of the American people and even the world in advance through the American Spring Festival Gala.
Electric vehicles, no matter how "awkward" they are, they must be pushed!
Like beer and potato chips, the Super Bowl is definitely a great place for car companies to spend money to advertise new cars, and this year is the same, but the difference is that this year' car companies are no longer promoting fuel vehicles, but electric vehicles. From BMW to GM to Kia, celebrities have been invited to promote their trams.
As its most expensive luxury tram, BMW invited retired governor and action superstar Schwarzenegger and Latino star Selma Hayek to play the gods Zeus and Queen Hera, two middle-aged and elderly people who ran to California to experience retirement. Zeus, who is in charge of raiden, got tired of charging his neighbor's cell phone and golf cart until Hera showed him the BMW iX, and the two retired gods happily enjoyed the driving pleasure of the luxury tram.
Born from iNEXT, the BMW iX is its main high-end tram model, with oversized "nostrils" following the brand's unified front face design. The 12.3-inch instrument cluster combines with the 14.9-inch touchscreen center display, crystal-shaped gear wheels, hexagonal steering wheel, and a touch of luxury and technology. The iX is powered by BMW's 5th-generation BMW eDrive electric drive technology, which accelerates from zero to 100 kilometers in 4.6 seconds and has a range of 630 kilometers.
Retired Zeus and Hebbed pulled on BMW's most expensive tram, the iX| YouTube
At last year's Guangzhou Auto Show, BMW exposed that the iX was priced at 840,000 yuan, raising the price of high-end trams by an order of magnitude.
Americans' love of pickup trucks and love of football may be comparable, and Rivian, the "Tesla killer" who specializes in electric pickups, has not sold a hundred units and can get a market value of $120 billion on the market. Pickup trucks have contributed huge profits to traditional car manufacturers, which is why Ford and GM have to take the lead in electric pickup trucks even if the "electrification" action is slow.
GM made a short film for Chevrolet Silverado that pays homage to The Sopranos| YouTube
At this year's Super Bowl, GM filmed a short film for its Chevrolet Silverado electric pickup truck in tribute to the well-known American drama "The Sopranos" - meadow, the daughter of a gangster gangster, drove the Silverado through the city, and multiple shots reproduced the picture design of the father, but the car was replaced by the Chevrolet Suburban SUV to the current electric pickup, and the cigar was replaced by a lollipop. Given that "The Sopranos" is an American drama of the same era as "Friends", its inheritance is obvious.
The most interesting thing is PoleStar, the Volvo and Geely upstart released a "never compromise" 30-second ad at the Super Bowl, in which "No Dirty Secrets" is obviously a satire on the Volkswagen's "emission gate" of the previous two years, while "Don't Talk About Occupying Mars" directly satirizes Elon Musk, who just finished the "Big Rocket" in Texas. As a new tram company whose sales are completely out of the list, it can only be said that this advertisement is "courageous".
Coin circle grabs the Super Bowl
With the huge publicity of the NFT and DAO last year, the cryptocurrency industry successfully "broke the circle", and the ambitionists in the cryptocurrency industry obviously did not want to miss the Super Bowl, which is a great opportunity to further increase the volume.
FTX, a cryptocurrency exchange that has become popular in the past two years, has invited comedians to play a skeptic who has doubted all the advanced technologies of wheels and electricity from ancient times, and the latest is cryptocurrency, and the advertisement ends with the sentence "Don't learn from him". A few months before the ad, FTX had just renamed the home of the NBA Miami Heat to FTX Arena for $135 million for 19 years.
Advertising for cryptocurrency exchange Coinbase, very directly | YouTube
Another cryptocurrency exchange, Coinbase, played a retro game, they made the QR code of the web page into a DVD logo style gliding in the picture, abandoning the exquisite, the pursuit of the ultimate "product effect unity". The results were unexpected, with more than 20 million hits in just one minute, directly crashing the company's back office — Coinbase chief marketing officer Kate Rouch said the Super Bowl brought far more traffic than expected.
"The number of encrypted ads on the Super Bowl is another sign that crypto is becoming mainstream and at the center of the cultural zeitgeist." For cryptocurrency companies that don't lose money, the Super Bowl could be the next marketing project to compete for.
There are always people who are not afraid of "playing with fire"
The Super Bowl is a great opportunity for advertisers to be willing to invest heavily in it, and it is also an arena for advertising agencies to compete. But sometimes, excessive pursuit of comedy or emotional effects can also make the advertising and the concept of the product itself or the main company run counter to the concept.
Facebook, which has just lost half of Alibaba, released a very "Toy Story" ad at the Super Bowl to promote the popular Quest 2 VR headset. A doll dog that was once popular was abandoned after a while. After blindly hitting and wearing a VR headset, he reunited with his old friends in the "meta-universe" and became popular again in the virtual world.
The paradox of this advertisement is that the protagonist is a veritable "Underdog", and such a failed character, seeking solace from the virtual world, is difficult not to remind people of the network "meme" - a homeless man wearing an Oculus Quest 2 headset playing games, is there anything more in line with the theme of science fiction works "high-tech, low life" than this picture?
Another example comes from Amazon, as the only company to compete with traditional media giants for NFL broadcast rights, Amazon invited "Black Widow" Scarlett Johansson at this Super Bowl to perform a married life that was "known to the roots" by AI assistant Alexa.
When Alexa jokingly said the heart of the lover, while creating "laughing fruit", it is even more chilling - the current AI will not be so intelligent, but the thought of smart speakers and home appliances listening to people's words all the time, figuring out the thoughts behind it, it is difficult not to suspect that these large companies are using the user's private data to feed countless artificial intelligence systems all the time, and these systems will undoubtedly react to the user. At that time, users may encounter a simple "social death moment".
The Super Sunday brought by the Super Bowl is over, but the advertising brands you competed for at the "American Spring Festival Gala", from electric pickups to VR headsets to cryptocurrency exchanges, the tens of millions of dollars they smashed into the production of ads, to some extent announced the direction of future technology, they are eager to become a common necessity in people's lives more quickly like Budweiser beer and Pico chips.