Super Bowl Ads Take a Safe Approach with Celebrity Focus #

The Super Bowl LVIII ads played it safe this year by adopting a strategy that avoided offending a significant portion of the TV audience. However, this celebrity-heavy approach came at the expense of creating memorable ads. Advertisers paid $7 million per 30-second spot to put their messages in front of the year’s biggest TV audience. The lineup featured traditional categories such as beer, snacks, cars, and big movie trailers. Although there were some standout ads, the overall response was mixed, and the opportunity to reach more women did not lead to significant changes in creative approaches. The practice of premiering ads before the game also diminished the element of surprise.