The balm of nostalgia
Other advertisements date back to a time before protective face masks and political resentment. Cadillac referred in 1990 with Timothée Chalamet in the role of Edgar, the son of the title character, on the Tim Burton film “Edward Scissorhands”. His mother is played by a star from the original film, Winona Ryder, the Gen X avatar who made a comeback in Netflix’s “Stranger Things”.
“It wasn’t me,” rapper Shaggy’s 2000 catchy tune was featured in a Cheetos commercial with Ashton Kutcher and Mila Kunis, the stars of “That 70s Show,” and Shaggy himself. For Uber Eats, Mike Myers and Dana Carvey adapted their Wayne’s World roles from their Saturday Night Live sketches and films from a time when slackers were the cultural craze.
Michelob Ultra put together a number of look-alikes for celebrity fixtures in an ad for its organic seltzer, including Serena Williams, Sylvester Stallone and Don Cheadle (until the real Don Cheadles meets his doppelganger on a yacht). Bud Light reunited stars from previous Super Bowl commercials, including cast Post Malone and Cedric the Entertainer.
“As we all went through the pandemic, nostalgia took hold as something that really makes people feel good and calm,” said Andy Goeler, vice president of marketing at Bud Light.
Workarounds for production
Because of the restrictions on pandemic movies, many companies have relied on stock footage, voice-overs, and remote filming. Those hurdles were largely hidden and many advertisers were able to incorporate location changes and special effects, said Margaret Johnson, chief creative officer at Goodby, Silverstein & Partners, who worked on Cheetos’ Super Bowl commercials for 2021. Doritos and others.
The limitations on filming meant there were few large crowd scenes, usually a staple for the flamboyant ads that were shown during the big game. Instead of the thousands approach, some companies have been ambitious to re-use remote shooting.
Huggies, the diaper company, was slated to air a commercial in the second quarter with scenes filmed on Sunday. The ad showed infants who were self-born since midnight on Super Bowl Sunday.
Comments are closed.