Celebrities will abound in Super Bowl ads

Sarah Michelle Gellar parodies a horror movie for Olay. Jeff Bridges and Sarah Jessica Parker ask for a Stella Artois beer. Steve Carrell promotes Pepsi.

The power of celebrities abounds this year in the Super Bowl ads.
The power of celebrities abounds this year in the Super Bowl ads.

Advertisers expect to offer some entertainment and entertainment while economic fears persist and the political climate in the United States is twitching. Just as this year's championship will be a battle on the field between the New England Patriots and the Los Angeles Rams, there will also be a fight between the advertisers to see who gets the most attention and who gets left behind.

Celebrities are a relatively safe bet to draw the attention of Super Bowl viewers who do not seek a tedious speech. There is a shift from other commercials that are more openly political than those seen in the 2017 championship, from companies such as 84 Lumber and Airbnb.

"The big issue is a return to light humor," said University of Virginia professor Kim Whitler. "It's being recognized that the Super Bowl is about entertainment."

The Super Bowl remains the largest screen for advertisers and one of the few remaining in an age of personalized ads focused on individual interests based on data collected by Facebook, Google and other technology mammoths. It is anticipated that digital ads will account for almost 60% of advertising spending by 2020, according to the eMarketer firm, an increase from 50% in 2018.

However, a 30-second ad in the Super Bowl can cost more than $ 5 million. More than 100 million people in the United States are expected to watch Sunday's game on CBS. Wade Devers, creative director at Simplisafe, said the home security company will be announced for the first time because the party "has a unique audience" primarily interested in seeing commercials.

Advertisers do what they can to excel while moving away from the controversy. For example, Bridges relives his character "Dude" from the movie "The Big Lebowski."

Therefore, this time we do not expect any mention of the closure of the US government or the debate on the border wall with Mexico, for example.