Skift Take
Given the dearth of creative firepower on Sunday during the Super Bowl, it would not have been hard for travel companies to stand out in the crowded field of all the meh 30-second spots. That unfortunately didn't happen, with travel brands opting for the same formula of celebrity status quo that did little to inspire.
The Kansas City Chiefs weren’t the only ones celebrating on Sunday night. The companies that shelled out for spots during the big games, which more than 100 million people were expected to tune in to see, are watching closely as social impressions, commentary, and — in some cases — sales roll in.
Companies including Booking.com, Virgin Voyages, Vrbo, and Uber paid up to $7 million for a 30-second spot in this year’s game, not counting the production, talent, and mixed media campaigns accompanying them. Fox Sports sold all of its in-game Super Bowl 57 inventory just last week, AdWeek reported. The cost of a 30-second Super Bowl ad has rapidly increased since its origin, nearly doubling in just the last decade.
Given the cost, it’s of little surprise that some brands opt for a pre-game spot to spread their dollars a bit further, which is just what Priceline did this year. The brand’s pre-game Go To Your Happy Price ad, featuring brand ambassador and actress Kaley Cuoco, kicked off a much larger campaign across digital, social, and streaming channels delivering $5 million in travel rewards. The creative itself is cheesy, in a lovable way, as expected from Cuoco, but the message around saving on travel with Priceline is direct enough to not get lost in the cringe.
https://www.youtube.com/embed/ET4GkoAb4No
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