Super Bowl ads go heavy on nostalgia and star power | Technology

The association did not immediately respond to a request for comment on the ban, which hits an industry with almost $3 billion in annual exports.

Some familiar advertising icons returned in 2022. ETrade brought back the spokesbaby it used in Super Bowl ads from 2008 to 2014 in order to attract investors to its platform.

“Brands are returning with ads that leverage equity that they built in years past,” said University of Virginia marketing professor Kimberly Whitler.

One first-time advertiser tried a stunt. Coinbase ran an ad with a QR code that changed colors while electronic music played. The QR code led to Coinbase’s web site.

Whitler said the approach was likely to drive signups but might not work for some Super Bowl viewers.

“A floating QR code without a brand name may not be sufficient to drive interest,” Whitler said. “They are likely hoping that curiosity will inspire people to put down the beer and pick up their phone ... but that is a tall order without any other “reason why”.

What does the future look like? Electric, if automakers have anything to do with it. With automakers back in full force this Super Bowl, BMW shows Arnold Schwarzenegger as Zeus, the god of the sky (or in this commercial, the god of lightning) whose wife, Salma Hayek Pinault, gives him the EV BMW iX to spice up retirement.