When it came to this year’s Super Bowl, Madison Avenue appeared to have hard marching orders: “Insert celebrity here.”
Ben Affleck. Bradley Cooper, Will Ferrell and Anna Faris were among the dozens of A-listers who showed up to hawk Pepsi Zero Sugar, T-Mobile, General Motors and Avocados From Mexico, among other items, in Fox’s telecast of Super Bowl Lvii. The allure of celebrity was so powerful this year that Mars Inc. benched its famous M&Ms spokes-candies in favor of a cartoonish ad led by Maya Rudolph. Famous faces even showed up for serious items such as Dexcom, a glucose monitoring system for diabetics that enlisted Nick Jonas.
“This year, we just wanted to be entertained. We want to forget things,” says Tim Curtis, a partner at WME who oversees celebrity endorsements,. After an era during which consumers have grappled with everything from a nation’s polarized politics to a global pandemic,...
Ben Affleck. Bradley Cooper, Will Ferrell and Anna Faris were among the dozens of A-listers who showed up to hawk Pepsi Zero Sugar, T-Mobile, General Motors and Avocados From Mexico, among other items, in Fox’s telecast of Super Bowl Lvii. The allure of celebrity was so powerful this year that Mars Inc. benched its famous M&Ms spokes-candies in favor of a cartoonish ad led by Maya Rudolph. Famous faces even showed up for serious items such as Dexcom, a glucose monitoring system for diabetics that enlisted Nick Jonas.
“This year, we just wanted to be entertained. We want to forget things,” says Tim Curtis, a partner at WME who oversees celebrity endorsements,. After an era during which consumers have grappled with everything from a nation’s polarized politics to a global pandemic,...
- 2/13/2023
- by Brian Steinberg
- Variety Film + TV
Erin Andrews’ choices for wardrobe, hair and makeup for a Fox Sports Super Bowl broadcast have never been so important.
The veteran sportscaster had to decide on all those things last month — and her verdicts were of pivotal importance to the National Football League as it quietly crafted a two-minute commercial that, at least at first glance, looks like just another part of the Big Game. After wrapping a broadcast of the Apple Music halftime show with Rihanna, Fox appeared to launch an interview segment between Andrews and Diana Flores, the team quarterback of Mexico Women’s National Flag Football team.
It was anything but. The network — and the NFL — were really making an extra effort to capture viewers’ attention on a night when hundreds of others are trying to do the same.
During the interview, Andrews tells Flores, “You are so elusive. Is there anybody that can pull your flags?...
The veteran sportscaster had to decide on all those things last month — and her verdicts were of pivotal importance to the National Football League as it quietly crafted a two-minute commercial that, at least at first glance, looks like just another part of the Big Game. After wrapping a broadcast of the Apple Music halftime show with Rihanna, Fox appeared to launch an interview segment between Andrews and Diana Flores, the team quarterback of Mexico Women’s National Flag Football team.
It was anything but. The network — and the NFL — were really making an extra effort to capture viewers’ attention on a night when hundreds of others are trying to do the same.
During the interview, Andrews tells Flores, “You are so elusive. Is there anybody that can pull your flags?...
- 2/13/2023
- by Brian Steinberg
- Variety Film + TV
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