UGA expert: Expect edgy content in Super Bowl ads

ATHENS, Ga. – This year’s Super Bowl 50 ads will be packed with celebrities, say the faculty members the University of Georgia Grady College of Journalism and Mass Communication.

Several advertising and journalism faculty members are prepared to provide commentary on the advertisements aired during the Super Bowl February 7.

Amy Schumer, Seth Rogan, Christopher Walken, Serena Williams, Alec Baldwin and Liam Neeson are just a few of the celebrities who will pitch products this year.

“Having a celebrity in the ad is a big theme this year,” said Tom Reichert, head of Grady College’s department of advertising and public relations. “Not only are you paying the $5 million for just the placement, but you are also paying the celebrity endorsement fee. I think people determine it’s worth it because celebrities gain instant awareness and recognition. We are obviously in a celebrity-obsessed culture, so certainly that is an effective strategy and one that has borne out over time.”

Reichert also points to ads like one for Shock Top that will have some edgy content.

“What’s really interesting about it is that I didn’t know a lot about Shock Top, but now it has an instant brand image for me, which is that it has a little bit of an attitude. I think that is exactly what they were going for, so I think they will be very successful.”

Other ads that some say are edgy include the Doritos “Ultrasound” ad, Mini’s “Defy Labels” ads and one from Bai caffeine-free drink’s “None of this Makes Sense” campaign.

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