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From the trailer for The Lord of the Rings to cryptocurrency and electric car commercials and many Hollywood parodies, the 2022 Super Bowl, which ended up crowning the Los Angeles Rams, once again stood out for its expensive and much-talked-about advertising spots.
Up to 7 million dollars per 30 seconds were paid to appear in the advertising of the game, which in the United States was broadcast by NBC, Telemundo, and the Peacock platform.
That fortune gives access to a huge audience: in 2021, despite being the lowest in 15 years, 92 million viewers tuned in to watch the NFL final.
With those numbers in mind, it’s easy to understand why Amazon aired the first teaser for The Lord of the Rings: The Rings of Power, its highly anticipated series inspired by J.R.R. Tolkien’s work and Peter Jackson’s dual film trilogy of The Lord of the Rings and The Hobbit, at the Super Bowl.
It wasn’t the only trailer to sneak into this Super Bowl.
Jordan Peele’s horror film Nope, Marvel’s Moon Knight series with Oscar Isaac and Marvel’s Doctor Strange and the Multiverse of Madness, Netflix’s The Adam Project with Ryan Reynolds, and the new installment of Jurassic World also offered some images as previews of their releases.
In addition to the trailers, a number of Hollywood celebrities were also seen in other commercials.
For example, Salma Hayek and Arnold Schwarzenegger, playing two retired Greek gods who have traded Olympus for Palm Springs, sold the goodness of a BMW electric car.
Another electric vehicle that was announced was a Chevrolet model that accurately and nostalgically replicated the credits of The Sopranos, this time with Jamie-Lynn Sigler (Meadow Soprano) in place of the much-missed James Gandolfini (Tony Soprano).
So good was the recreation that some social network users came to believe that The Sopranos was going to announce its return to the small screen.
Instead, General Motors electric cars turned to Mike Myers to bring back the Austin Powers humor.
In addition, Eugene Levy became an unlikely action star for Nissan; Idris Elba and Ewan McGregor sold travel for Booking and Expedia; Seth Rogen and Paul Ruud formed a comedy duo for Lay’s potato chips; Lindsay Lohan and Danny Trejo teamed up at the Planet Fitness gym; and Demi Moore and Mila Kunis (ex-partner and current partner of Ashton Kutcher) ironized their own lives for AT&T.
Outside of film and television, sports stars also claimed their space.
Perhaps the ad that had the most figures per square meter was a spot for Michelob Ultra beer featuring, among others, Serena Williams, Jimmy Butler, Peyton Manning and Alex Morgan measuring themselves in a bowling alley.
Finally, one of the most outstanding trends of this Super Bowl was the prominence of ads around cryptocurrencies.
Thus, Crypto.com with LeBron James as a great signing and FTX with a hilarious Larry David were some examples of spots about investments in cryptocurrencies, a theme in which also caught the attention, for being disconcerting, one of Coinbase where only a QR code was seen bouncing from side to side as if it were a screensaver from the 90s.
