Last year’s Super Bowl ad spots focused heavily on politics and the event was widely deemed “the most political Super Bowl ever.” This year, most companies decided to give politically fatigued viewers a break and instead opted for humor to win the audience’s attention. “Now, more than ever, I think people want—no, make that need—to laugh a little,” said Dan Kelleher, chief creative officer for Deutsch. “Heck, even the NFL itself needs a break from all of the politics.”
The Super Bowl LII on Sunday drew in approximately 103.4 million viewers, making it one of the biggest television platforms for advertisers to showcase their brands. Below we round up some key themes beyond the laughs from the Super Bowl ads.
The Amazon effect
Amazon reminded us of the company’s buying power by rounding up a host of celebrities for its comical 90-second commercial “Alexa Loses Her Voice.” The ad, which stars actor Anthony Hopkins, actress Rebel Wilson, chef Gordon Ramsay and singer Cardi B as Alexa voice replacements, was the most viewed on YouTube on Super Bowl Sunday.