In this special Super Bowl issue of Sunday Strategy, we look at six questions from this year\u2019s game that we\u2019ll be talking about this week, including: how celebrity was used, how to activate heritage, weightloss ads, the big game AI fight, ownable nostalgia and what we can expect viewers to reasonably do.<\/p>\n\n\n\n
This year’s advertising reinforces there\u2019s no single formula for celebrity Super Bowl ads. Celebrities have traditionally been a vehicle for endorsement or absurd humour, seen this year from the pun-heavy Raisin Bran \/ William Shatner ad<\/a> or Instacart\u2019s Benson Boone & Ben Stiller combo<\/a> to Ritz\u2019s celebrity-heavy \u2018Ritz Island\u2019<\/a>. However, this year\u2019s ads have increasingly tapped celebrity references which require someone on the couch to explain them. As deepfakes and AI make celebrity placement trivial, there may be more value in cultural relevance and deeper references than broad celebrity puns.<\/p>\n\n\n\n