Super Bowl Ads Literally Go Down the Drain This Year
During this year’s Super Bowl, advertisers embraced a surprising theme: bathroom humor. The game features the New England Patriots against the Seattle Seahawks, but the real competition is happening in the commercial breaks.
Bathroom Humor Takes Center Stage
This year’s ads are filled with scatological references, aiming to shock and amuse viewers. One standout is Liquid I.V., which plans to air a public service announcement during the first quarter. The company’s teaser hints at themes of urination and hydration, alluding to the importance of knowing one’s hydration levels.
Comedic Highlights
- Raisin Bran’s Unique Approach: William Shatner will make an appearance as “Will Shat,” humorously addressing the need for fiber.
- Garage Beer Gag: In a Philadelphia regional ad, Jason Kelce smears horse feces on his face, referencing Budweiser’s Clydesdales.
- Nature Calls Beer: Columbia Sportswear has introduced a beer brewed with real bear poop, called “Nature Calls,” targeted at tailgaters.
These incidents underscore a trend where brands adopt vulgar humor to capture attention during a high-stakes advertising moment. This could lead to increased conversations about the ads, even if they don’t translate to lasting consumer affinity.
Understanding the Motivations
While some may question the effectiveness of such humor, marketing experts note that controversial jokes can boost brand recognition. “You want to be talked about,” stated Ronnie Goodstein, an associate professor at Georgetown’s McDonough School of Business. “People will discuss these ads.”
Nutritional Messaging Hidden in Humor
Brands are leveraging bathroom jokes to address serious topics. Raisin Bran, now part of the Ferrero Group, aims to highlight fiber’s health benefits through humor. Doug VandeVelde from WK Kellogg Co shared, “We’re hoping to make an awkward topic more approachable.”
Similarly, Liquid I.V. is addressing hydration, with their CMO stating that urine color is a visible indicator of dehydration. This reinforces their brand message while utilizing humor.
Historical Trends and Risks
Ad campaigns that embrace risqué humor aren’t new. Kmart’s 2013 campaign, featuring the phrase “ship my pants,” became a viral sensation but ultimately did not result in a business turnaround. Goodstein suggests that even shock ads can create brand recognition—but they risk alienating audiences if not aligned with the brand’s core message.
Tackling Taboo Topics with Humor
Some advertisers, like Novartis, opted for subtler humor in their PSA-style ad. They highlight the significance of prostate screenings, making the connection with NFL tight ends. The advertisement blends humor and a serious message, appealing to older male viewers.
In summary, this year’s Super Bowl ads showcase a bold move toward bathroom humor. As brands try to capture attention, they must balance shock value with relevance, ensuring that laughter also aligns with their value proposition.
