Coinbase garnered plenty of attention when it aired its first Super Bowl commercial last year, which was just a QR code bouncing on the screen. Its success with that spot (it crashed Coinbase’s website and won a Grand Prix award at Cannes) has spurred other advertisers to try their hand at the tech this year. This includes AB InBev label Michelob Ultra, Avocados From Mexico and Web3 gaming company Limit Break, among others.
Avocados From Mexico also intended to experiment with another emerging tech—generative AI—but reversed course and decided to pull those plans.
As has become a trend in Super Bowl marketing, brands are leaning into IP that brings back a sense of nostalgia—at least, for Super Bowl viewers of a certain age. Rakuten is breathing new life into the 1995 hit movie “Clueless,” with Alicia Silverstone reviving her role as Cher. Michelob Ultra has its cast of celebrity athletes reenacting scenes from the 1980 movie “Caddyshack.” And Frito-Lay’s PopCorners is bringing back “Breaking Bad” for its first Super Bowl ad, with Bryan Cranston, Aaron Paul and Raymond Cruz all reviving their characters from the series, which ran from 2008 to 2013. The spot was also directed by the show’s creator, head writer and executive producer, Vince Gilligan.
Even the musicians starring in spots are meant to appeal to those looking to relive their glory days. Workday’s ad features no less than five rockstars, including Ozzy Osbourne, Joan Jett, Billy Idol and Paul Stanley of Kiss. Meanwhile, Dave Grohl, Foo Fighters frontman and one-time Nirvana drummer, appears in Crown Royal’s spot.