$5.6 Million Super Bowl Ads in 2021 -- Still Worth the Cost?

Marshawn Lynch has reprised his role as the bedtime storyteller in a newly released ad by Frito-Lay, but this time it's the "Night Before Super Bowl" instead of the "Night Before Kickoff." Using their in-house ad agency, Frito-Lay has assembled a long list of NFL legends, all donning pajamas and causing a ruckus while they snack on Doritos, Cheetos, and Tostitos. (Do we see a brand name pattern here?) See the video below.

For years, marketers have used the Super Bowl hype to introduce brands and products, as well as to connect with various audiences, many of whom only tune in for the ads and have little interest in football. But with this year's price tag of approximately $5.6 million for a 30-second ad slot (plus production costs of course), is it worthwhile when considering the reported controversies surrounding the NFL and this year's "socially distanced" pandemic?

Politics, Social Issues, and COVID-19

When NFL quarterback Colin Kaepernick first sat, and then kneeled, during the playing of the U.S. national anthem in 2016, it sparked fiery debates not only about social issues regarding racial injustice, but also about the appropriateness of social and political protests during sporting events. This led to talk of boycotts against the NFL and its sponsors, as well those supporting such sponsors. Yet, while some marketers worried that the NFL was a tainted branding partner, others dismissed the controversies and recognized the opportunities in both exposure and hype.

But 2021 has brought the COVID-19 pandemic and its associated social (physical) distancing, which is resulting in a more sparsely populated stadium for the Super Bowl game and calls by infectious disease physician Tony Fauci for people to limit their game day parties to "only household members."

All this has put a damper on something that has been a long tradition of celebrations, gatherings, and marketing opportunities. Or has it? Super Bowl spots have increased about 10% during the past four years (they were around $5 million in 2017) and there doesn't seem to be a shortage of marketers willing to buy in.

Digital Has Changed the Value Equation

It's hard to imagine those days when Super Bowl ads had to be watched on game day, with little hope of ever seeing them again unless the brands decided to run them in the weeks following the game. But with digital platforms, the availability -- and thus, the exposure -- to audiences has risen considerably. No longer do Super Bowl ad fans need to skip their restroom break so they don't miss the latest celebrity hocking some household product. They merely do a quick search on YouTube or Google, and a plethora of ads, both past and present, appear before them for their viewing pleasure.

When I first wrote about the value of Super Bowl ads in 2017, I hinted at the concept of "value" being in the eyes of those with the money (i.e., the marketers). Is a Gucci or Fendi handbag worth the price? How about a $75,000+ Hermès Birkin bag? For marketers, the Super Bowl is the Birkin bag of advertising. You pay a LOT, but you're hopefully getting something in return above "just the prestige" of being a Super Bowl advertiser.

The truth is that Super Bowl ads do get a lot of attention and that attention doesn't just last for the 30 seconds of initial ad time. It lasts for months and years later and in some cases starts long before game day. But more importantly, the smart Super Bowl advertisers realize that it's wise to put much more into these ads than they would a "regular" ad. They create stories, build emotions, and have fun with their audiences.

Consider the Frito-Lay "Night Before Super Bowl" ad mentioned previously. Under the supervision of Hollywood movie director Peter Berg, the ad features a host of NFL legends: Peyton and Eli Manning, along with their father Archie Manning, Joe Montana, Jerry Rice, Troy Aikman, Terry Bradshaw, Jerome Bettis, and Deion Sanders -- all donning pajamas and eating a variety of Frito-Lay snacks the night before game day while Marshawn Lynch narrates. The spot is filled with nostalgia and levity and is sure to be a fan classic for years to come.

So is the ad worth the airtime and production costs? Watch it for yourself (see the link above) and just try not to think of Frito-Lay snacks. And after watching the various versions (2-minute, 60-second, 15-second, and 6-second), you may just want to spend time with the associated blooper reel (see link below). Oh, and don't forget the chips!

Remember… “When it comes to marketing, it’s only expensive if it doesn’t work.”

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