Advertisers who normally use the Super Bowl to create commercials that make your jaw drop instead were content if they could get just a little smile.
For the second consecutive year, Madison Avenue relied on a massive parade of celebrities to capture consumer attention, foregoing in many cases the social messages and dynamic creative concepts that have generated chatter in the past. Where the Super Bowl was once the setting for Apple’s still-talked-about “1984” commercial or Procter & Gamble’s clever insertion of Tide into a bevy of ads, it’s now become a place for formulaic cameos of famous faces.
“It’s like a celebrity arms race,” says Simon Bruyn,
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