Super Bowl LVII, broadcasted to an anticipated record-breaking viewership according to Fox, was grounded in the joy consumers are chasing and embracing. Absurdist depictions juxtaposed ads that poked fun at and celebrated our everyday lives: their streaming content, their sober pursuits, their workplaces.
Apple, the first music-oriented brand to sponsor the Halftime Show, turned Rihanna’s much-anticipated performance into a series of ads on their own, promoting Apple services, products, and Rihanna herself. Missing from the 57 commercials was crypto, which dominated screens at last year’s game alongside a wide breadth of celebrity endorsements.
We’ve plucked a few overarching themes from this year’s ads that align with what consumers will be most attuned to in 2023.