"Although the Seattle Seahawks and New England Patriots will face off in Super Bowl LX, they're not the only ones competing on Sunday. Super Bowl advertisers are also going head-to-head during the annual championship to vie for viewers' attention and, ultimately, their wallets. "CMOs are under so much pressure," Kerry Benson, SVP of Kantar, told Business Insider. "They have to prove ROI in these ads.""
"The tense political climate has spurred many advertisers to play it safe, relying on comedy and celebrities. Others, though, took big swings. Hims & Hers highlighted healthcare inequality in an ad called "Rich People Live Longer," while William Shatner - aka "Will Shat" - appears in a cheeky Kellogg's Raisin Bran ad heralding fiber. Here is a roundup of the best Super Bowl LX ads, so far."
The Seattle Seahawks and New England Patriots will compete in Super Bowl LX. Advertisers also compete during the broadcast to capture viewers' attention and drive sales. Chief marketing officers face pressure to demonstrate return on investment from expensive Super Bowl spots. The tense political climate motivates many brands to favor comedy and celebrity appearances as safe strategies. Some advertisers pursue bold themes and social messages, including ads about healthcare inequality and a Kellogg's Raisin Bran spot featuring William Shatner. The advertising lineup mixes safe humor with risk-taking creative aimed at maximizing impact and viewer engagement.
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