Actors might want to tread carefully when considering whether to take part in a Super Bowl spot, no matter how alluring the prospect. “It’s no secret that using a celeb is purely about borrowing equity. So, as a celeb, you must decide who gets to borrow not just you, but more importantly your fans. Truth is, the more disconnected you are from the product you’re selling, the more unsettling it is to them,” says James Bray, executive creative director at the large Arnold advertising agency. “They may love you, but they may not love Pepsi, Chevy or Stella Artois for a host of reasons. So, when brands borrow your millions of valuable followers, be aware that some won’t be returned in the same condition.”
Even so, celebrities are in high demand for the event. On Sunday, viewers will see Bridges and Sarah Jessica Parker for Stella Artois; Serena Williams for Bumble; Ludacris for Mercedes-Benz; Steve Carell, Cardi B and Lil Jon for Pepsi; Chance the Rapper and the Backstreet Boys for Doritos; and Christina Applegate for Mars’ M&M’s, among others.
Spotting celebrities in ads is “part of the attraction” of watching the event, says Allison Miazaga-Bedrick, brand director for M&Ms, in an interview. Bringing familiar names to the commercials “gets those eyeballs,” she adds. “We are aware of the power of having not only a good commercial that delivers a message that is fun and light-hearted, but having a face that people know and can relate with,” says Alvaro Luque, CEO of Avocados from Mexico, entering its fifth year as a Super Bowl advertiser.