The Super Bowl ads: almost as big a deal as the game itself

KANSAS CITY, Mo. (KCTV) - More than 115 million are expected to tune in for Super Bowl 58 and most will stay to watch the commercials. In many ways, the ads have become almost as big as the game itself.

KCTV 5′s Anchor Sharon Chen sat down with a Kansas City Ad Firm to break down the art of the Super Bowl Commercial.

“What people look for and this isn’t surprising is humor,” said Steve Bernstein.

Bernstein is President of Bernstein-Rein Advertising, one of Kansas City’s premier ad agencies. Bernstein knows commercials well, he’s been watching them his entire life.

“I grew up in advertising, my Dad started this agency in 1964,” said Bernstein.

He said for Super Bowl 58 in Las Vegas, advertisers are going all in.

“This year for a 30-second spot, just the time is $7 million,” said Bernstein.

He said back in 1967 for Super Bowl I, a 30-second spot sold for $37,500. 57 Super Bowls later, not only are the ads $7 million, but many brands are spending extra for a 60-second ad. Bernstein adds all ad spots were sold out in November.

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“So it’s an ad for an ad? Why would they do that,” said Christopher Walken.

The 15-second spot for BMW shows Walken walking down a hallway, sounding very confused on the phone.

Bernstein said this year advertisers are shelling out even more cash just to promote the big ad to run during the Super Bowl.

“The teasers are a big deal now. This is not only about relating to your customers before the event, before the Super Bowl relating to them during the event, but also relating to them after the event,” said Bernstein.

For the main event, there are some 80 Super Bowl spots sold.

• E*Trade: Babies
• Paramount+: Hail Patrick
• Oreo: Twist on It
• Hellmann’s Mayonnaise: Mayo Cat
• BetMGM
• Drumstick

Bernstein said this year the KC connection is making a big play in Super Bowl spots.

“We’ve got at least three ads, maybe four, connected to Kansas City,” said Bernstein.

There’s Mayo Cat from Kansas City-based VML starring Kate McKinnon.

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“She’s looking for and what she can make for a meal, and her cat meows - when hears the meow she hears mayo and so she says this cat is genius,” explained Bernstein. “It’s just very clever and cute and the cat becomes famous and even starts dating Pete Davidson.”

Other commercials with Kansas City ties are Michelob Ultra with soccer superstar Lionel Messi and KC native Jason Sudeikis and Miller Lite’s commercial with KC native Rob Riggle.

“This is a Kansas City Super Bowl in every way,” said Bernstein.

Bernstein also said for Super Bowl 58 we will see fewer ads for beer and cars.

“Some people are calling this year’s Super Bowl the Sweet Bowl,” said Bernstein "

It’s being called the Sweet Bowl, because Bernstein said there are at least six ads for candy and other sweet treats.

“There’s never been more than three, so there’s definitely going to be more sweets advertised in the Super Bowl this year,” said Bernstein.

He also said there is going to be a strong emphasis on health and beauty ads and you can thank Travis Kelce’s girlfriend for that.

“There are more ads aimed at women more than ever before, it’s appropriate, but its also part of the Taylor Swift effect,” said Bernstein.

That brings us to State Farm, which is always known for the Kansas City tie, but this year features Arnold Schwarzenegger as Agent State Farm.

“Yes, it’s a gamble for them to go with Arnold Schwarzenegger in the Super Bowl ad, but I think they’re wanting to do something that goes above and beyond what you’re seeing so much in,” said Bernstein.

What? No Patrick, Travis or Coach Reid? Guess we’ll just have to tune in to find out.

“I don’t know when you’re going take a break to run to the refrigerator or go to the bathroom because the game’s going to be great and the commercials are going to be great,” said Bernstein.

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