As the Buccaneers and Chiefs get ready for their biggest game of the year this weekend, we’re preparing ourselves, too – just in a slightly different way. In the past few days, we’ve started to see the first teasers and early releases of Super Bowl commercials from participating brands. Based on the videos we’ve seen so far, we’re predicting that most of the ads will follow a few common narratives. Check out our takes on the big game ads in this week’s Weekly Must Reads.

The Pandemic Ads

The COVID-19 pandemic is naturally still at the top of mind for advertisers and consumers alike. We expect the pandemic and the general disdain for 2020 to be the go-to commercial topics during the big game this year. It’s an easy topic to tackle – it’s guaranteed to get attention and be relatable to every person watching. 

Already, we’re seeing brands release early teasers and commercials that indirectly reference the pandemic. Bud Light is using their commercial to talk about the “lemons” of 2020 as a tie-in to their new hard seltzer lemonade flavor. Similarly, M&Ms has teased a commercial that highlights “things gone wrong.” Watch M&Ms ad and learn about more upcoming Super Bowl campaigns here: https://www.delish.com/food-news/g35310568/best-super-bowl-commercials-2021/

The Inspiring Ads

In addition to ads that focus on the negatives of the pandemic, we also think a number of marketers will use their spot to lift people up after a year of challenges. In a normal year, there are already typically quite a few commercials that tug at our heartstrings, so we’re predicting even more than usual this year. We’re also anticipating that some of these inspiring messages will focus on diversity and inclusivity, following more brands’ ongoing participation in conversations about social or political issues. 

So far, we’ve seen preview of Chipotle’s first ever Super Bowl commercial that asks if burritos can change the world. The ad highlights the work of young farmers. It also features Chipotle’s core brand missions, including reducing carbon emissions, saving water and supporting local food growers. You can get your first glimpse at their upcoming commercial here: https://www.businessinsider.com/chipotle-first-ever-super-bowl-ad-commercial-2021-1

The Spoof Ads

We’ve seen a trend in recent years of competing brands picking on each other in their Super Bowl commercials. Who can forget the infamous battle between Bud Light and Coors Light after the corn syrup accusations of 2019? This year, with some perennial Super Bowl advertisers sitting the game out, we’re expecting to see even more spoofs and friendly jabs than ever.

One brand we’ve already seen use this strategy is another beer brand: Samuel Adams. For the first time in years, their competitor Budweiser will not run a commercial during the Super Bowl. In a nod to their past advertisements, Sam Adams teased a commercial that will show the iconic Clydesdales being released from their harnesses. Check out the 30-second spot here: https://adage.com/article/special-report-super-bowl/sam-adams-spoofs-budweisers-super-bowl-clydesdales/2308866

The Celebrity Ads

Super Bowl commercials have certainly become star-studded affairs over the years, and this year will likely be no different. The ads that feature big-name stars are often among the most-talked-about in the days to follow. Last year, Jeep’s Groundhog Day-inspired spot with Bull Murray was a fan favorite. There was also a lot of buzz around Secret Deodorant’s ad, which showed soccer star Carli Lloyd nailing a field goal.

This year, a growing list of brands will enlist some familiar faces for their game day ads. Michelob Ultra has signed on a large group of notable athletes to star in their commercial, including tennis legend Serena Williams and golf pro Brooks Koepka. Hellman’s has partnered with Amy Schumer for their upcoming commercial, while Cheetos is leaning on celebrity couple Ashton Kutcher and Mila Kunis for double the star power. Read through the full list of celebrities to watch for here: https://www.foxnews.com/entertainment/super-bowl-2021-commercials-celebrities