Super Bowl LVII - watch Adam Driver, Serena Williams and Dave Grohl in this year’s Super Bowl advertisements
Almost as pivotal as the game itself, Super Bowl advertisements once again become the topic of water cooler conversations this week.
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They are almost as symbolic of the Super Bowl as the half-time show; every year, companies spend huge sums of money to ensure that their products get prime-time viewing in the United States during the annual American Football championship.
Not surprisingly, slots during the broadcast of the biggest event in the NFL calendar go for around $6 million per slot so a lot is riding on the backs of advertising executives on this hallowed of sporting occasions in the United States - it’s the equivalent of British advertisers buying advertising space during the halftime of the FA Cup - or the finale of Love Island in some cases.
So when it comes to maximising the impact of these adverts, out comes a range of A-list personalities to lend a hand to help promote the product. Be it the almost iconic Carl’s Jr advert in 2005 featuring Paris Hilton, to more recently Chris Evans, Rachel Dratsch and John Krasinski laying on the Boston accent thick to promote the Hyundai Sonata in 2020.
Super Bowl adverts have become topics of conversation by the proverbial water coolers on both sides of the Atlantic, with many Brits keeping a steely gaze on YouTube in the hours after the half-time show to bear witness to the memorable adverts that have been given the spotlight so early in 2023.
Be it boasting the talents of Adam Driver being philosophical regarding website building or the long-awaited trailer for the beleaguered DC movie The Flash, Peopleworld has looked at five of the Super Bowl 57 adverts that caught our attention this year.
Adam Driver for Squarespace
Adam Driver has been known for balancing his incredible pathos in serious movie roles with an offbeat, eccentric sense of humour off-camera. So what happens when both worlds collide, and more importantly how will the world cope with an army of Adam Drivers?
Squarespace’s half-time advert has become one of the internet’s biggest talking points since it premiered during the sporting spectacular - earning itself the right to call itself one of the more unusual, interesting and dare we say it “artsy” adverts to screen this year. But how can we be surprised when it’s Adam Driver at the helm?
Serena Williams for Michelob Ultra
A loving tribute to ‘80s underdog comedy Caddyshack, brewers Michelob invested in not only one of the greatest tennis players to grace the court but also one of film and television’s greatest character actors.
Succession star Brian Cox and tennis great Serena Williams duke it out on the greens of a local golf course, complete with the original soundtrack to the late Harold Ramis film and the mascot of the beloved series - that gopher that neither Bill Murray nor Dan Aykroyd could dispose of during the film franchise
Alicia Silverstone for Rakuten
That ‘90s zeitgeist is in full, unabashed glory with Rakuten’s advert during the Super Bowl’s halftime, as Alicia Silverstone returns to one of the roles that made her a definitive ‘90s icon - Cher Horowitz from the 1995 film Clueless.
She once again steps up to debate her points against fellow classmate Amber (once again played by original actress Elisa Donovan) to extol the virtues of Rakuten as only Cher knows how; with a volley of valley terms that no doubt will start to creep back into everyday language once a legion of uninitiated Clueless fans takes to streaming services to watch the modern-day take on Jane Austin’s Emma.
The Flash trailer
The DC Extended Universe has been mired in controversy in the past 12 months, from James Gunn taking over the creative helm to Henry Cavill being “dumped” from his Superman role after leaving the Netflix series The Witcher to commit to the part.
But none more controversial than the private life of Ezra Miller, who despite arrests and widespread problematic behaviour is still being banked on as the start to help the DCEU out of its slump. He stars as Barry Allen a.k.a The Flash in the character’s first stand-alone film, with the trailer polarising the internet - how can something that looks impressive still be praised after the actor’s transgressions?
Dave Grohl for Crown Royal
Everyone’s favourite Rock ‘n’ Roll uncle, Dave Grohl, makes a rare appearance in an advertising spot this year. But given the former Nirvana and current Foo Fighters front-man's penchant for Crown Royal whiskey, we’re sure he was happy to lend his face to the commercial.
But rather than sip on the brand and talk about its oak flavors and rich, distinguished scent, Grohl instead takes us on a journey of appreciation for the USA's northern neighbour, the great white of Canada. Cue references to Celine Dion, poutine, ice hockey, and finally the Canadian export itself - Crown Royal whiskey.