This advertisement has not loaded yet, but your article continues below. Those messages will not be at the forefront this time around as brands look to tried-and-true humor, he said.Ĭompanies are of course striving to make their commercials memorable to get the most bang for their bucks from ads that have reached a record-high price, said Derek Rucker, professor of marketing at Northwestern’s Kellogg School of Management. In years past, some advertisers have used the Super Bowl to put a focus on social issues such as gender equality and access to clean water. But the level of star power is unique this year as advertisers look to unite viewers rather than risk souring the mood with overly heartfelt or controversial messages, especially as consumers deal with high inflation and political divisiveness, said Charles Ray Taylor, a professor of marketing at Villanova University School of Business.
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