When Mr. François received the script for an early version of the Super Bowl ad, he sent it to Mr. Landau. Within 24 hours, he had a virtual handshake deal with Mr. Springsteen, who joins Bill Murray, the star of last year’s Super Bowl commercial from the same company, as a Jeep pitchman.
In a statement, Mr. Landau said the Boss had created the ad with his own creative team. “Bruce made the film exactly as he wanted to, with no interference at all from Jeep,” he said.
Companies paid roughly $5.5 million for each 30-second slot this year, an expensive marketing gamble. Mr. François said that, because of the high cost, “the only way to make a return on investment is to make the ad last.”
“If it’s going to be forgotten in a year or so, it probably is not worth the money,” he said.
Lockdown Ads
Some companies dealt directly with the effects of the coronavirus pandemic, focusing on unemployment and the sense of isolation that goes with the shutdowns of so many workplaces, stores and entertainment venues.
“You may be feeling a little cooped up,” said the narrator of an outdoors-themed ad from Bass Pro Shops and Cabela’s. “In these trying times, we need nature more than ever.”
The commercial from the job-search site Indeed, set to the inspirational ballad “Rise Up,” began with homebound people who seem to have merged with their couches and beds. By the end of the 60-second ad, they find themselves ready to rejoin the outside world, knotting neckties or strolling confidently down city streets.
“Any time you’re running a big brand, you want to make sure that whatever you’re asserting has context and meaning, and is not just trying to sell stuff,” said Anton Vincent, the president of MM’s parent company Mars Wrigley North America. “Now, of course, we are trying to sell stuff. But we have a responsibility with the messaging.”
Article source: https://www.nytimes.com/2021/02/07/business/media/super-bowl-commercials.html
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