NEW YORK (AP) — Game on. On advertising’s biggest night, Super Bowl ads are aiming for optimism.
An Audi ad will show an aging astronaut getting reinvigorated by driving an Audi to the tune of David Bowie’s “Starman.” Amy Schumer and Seth Rogan will try to unit Americans with the “Bud Light Party.” And Axe will tell teenagers to embrace their unique qualities and “Find Your Magic.”
The stakes are high, with more than 114 million people expected to tune into CBS as the Carolina Panthers duke it out with the Denver Broncos in Santa Clara, California. Forty-plus advertisers — including newcomers like Amazon and stalwarts like Anheuser-Busch — have taken a $5 million gamble for a 30-second chance to wow viewers.
Instead of slapstick-focused ads or racy messages this year, advertisers are trying to break out with empowering and even heartfelt messages. Pokemon urges kids to “Train on,” Michelob Ultra tells exercisers to “Breathe” and SunTrust urges people to let go of financial stress.