Media

A flurry of brands will make their first appearances in the Super Bowl this year

Rakuten and EV charger brand Wallbox, to name a few.
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ABC/Full House

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It’s out with the old and in with the new (sort of) on this year’s roster of Super Bowl advertisers.

Over the past few months, first-time Super Bowl advertisers have been coming out of the woodwork:

  • Earlier this week, medtech company Hologic and Colgate-Palmolive soap brand Irish Spring each announced plans for 30-second spots.
  • Last week, Sam’s Club said it tapped Kevin Hart to create and star in its first Super Bowl ad.
  • EV charger maker Wallbox, Booking.com, and Rakuten have all made their planned Super Bowl debuts public.

On repeat: New advertisers were also venturing into the game last year. Brands like DoorDash and Fiverr that thrived during the earlier days of the pandemic bought up ad space, while some of the typical advertisers benched themselves for the year.

Jay Pattisall, principal analyst at Forrester, told us over the summer that he expected to see “relatively smaller, platform businesses returning to or breaking into the Super Bowl in February 2022.” Looks like he was onto something.

Return of the brewer: Perhaps the most notable brand to skip last year’s Super Bowl was Budweiser, marking the first time in almost four decades that the beer brand—known for trotting Clydesdales through its ads—didn’t appear in the game. This year, parent company Anheuser-Busch InBev is bringing Budweiser back, alongside ads for five more of its brands.—AM

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