Super Bowl ads lean on stars, humor to grab attention

An unprecedented number of star-studded commercials will battle for attention during Sunday's Super Bowl airing on Fox, as brands focus on getting laughs in a tough economy.

Celebrities from the worlds of music and movies including rock legends Ozzy Osbourne and Billy Idol, who appear in a Workday ad about corporate "rockstars," and rapper Jack Harlow, featured in a spot for Doritos, will hit notes of humor and self-deprecation as the Kansas City Chiefs battle the Philadelphia Eagles for the National Football League championship.

Big-name celebrities are not uncommon in Super Bowl ads. But the level of star power is unique this year as advertisers look to unite viewers rather than risk souring the mood with overly heartfelt or controversial messages, especially as consumers deal with high inflation and political divisiveness, said Charles Ray Taylor, a professor of marketing at Villanova University School of Business.

In years past, some advertisers have used the Super Bowl to put a focus on social issues such as gender equality and access to clean water. Those messages will not be at the forefront this time around as brands look to tried-and-true humor, he said.

Companies are of course striving to make their commercials memorable to get the most bang for their bucks from ads that have reached a record-high price, said Derek Rucker, professor of marketing at Northwestern’s Kellogg School of Management.

A 30-second Super Bowl spot this year sold for a little over $7 million, according to a person familiar with the ad sales.

“Advertisers want people talking about their brand, and not just during the 30 to 60 seconds of (Super Bowl) air time,” Rucker said.

For the first time in over three decades, Budweiser-maker