Most sports fans and non-sports fans can agree on one thing when it comes to the Super Bowl: they all like watching the commercials.
As they should since companies are spending roughly $5,500,000 on just a 30-second video. However, some people's favorite Super Bowl ad traditions, like seeing the Budweiser Clydsedale horses, are put on pause this year.
"It's becoming less of just kind of a default opportunity for brands to say, 'Well we always do a super bowl ad. Let’s do another one because it’s part of our 50-year tradition,'" John 'Max' Maxham, the chief creative officer at Laughlin Constable, said. It's a full-service marketing company with offices in Milwaukee and Chicago.
Companies like Anheuser-Busch, Pepsi, Coca-Cola, Ford, Hyundai, Olay, Avocados From Mexico, Little Caesars and many others aren't showcasing their products during one of the most highly televised events in the country. Instead, they are using that money to donate to COVID relief efforts and other charitable causes.
“I think we’ve seen a little hesitancy in all of the marketing about kind of dipping the toe in the pool and just kind of waiting and seeing. And, you know, it’s a lot of money," Maxham said.
Regardless of the reason, these companies are avoiding the Super Bowl this year, and it is allowing newcomers a shot at the big game. Both Chipotle and Huggies will be airing ads during the Super Bowl.
The game kicks off on Feb. 7 at 5:30 p.m. central time.