Are the ads that discuss economic problems, high inflation and high house prices the successor to “in these unprecedented times” from last year?
Although this year’s Super Bowl ads were largely upbeat, several pointed to undercurrents of financial stress. In his announcement, E-commerce tried to persuade his retired spokesperson to return by explaining that consumers are “getting crushed by inflation.” Actor Ewan McGregor, in Expediapleaded with viewers to drop their fixation on spending on “stuff” (while encouraging them to spend on vacation).
Rocket Mortgage aired a nightmare scenario for many people looking for a home, told by actress Anna Kendrick. Barbie tries to buy her dream house, but is overwhelmed by a “super competitive market” that also includes dolls such as “Better Offer Betty”, “Cash Offer Carl” and “House Flipper Skipper”.
“You vultures,” exclaims Kendrick. “You’re going to start a bidding war!”
Barbie wins the house, while the others must consider a “superior repairman’s castle” that “has good bones but very bad neighbors” (this is Castle Grayskull, from “He-Man”).
All this in a year when Super Bowl advertising space cost up to $7 million for 30 seconds. In the game’s inaugural year of 1967, the same space cost just $37,500, or about $316,000 after adjusting for inflation.