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World's First LIVE Super Bowl Commercial. So What?

Updated: Jan 10, 2022

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We LOVE Super Bowl ads and can't wait to see what's in store Sunday! Whatever team you may be rooting for, I think we can all agree that the commercials are a simple reminder of the creative genius' in our world today and we can all root for that team in unison.

In case you haven't heard, Snickers plans to launch the "World's first LIVE Super Bowl commercial" this Sunday during the third quarter of the big game.

Despite the benefits of ad time in the one TV event of the year when consumers often intentionally watch commercials, marketers still need to cook up new ways to stand out in the pricey lineup. Ad Week has a full article to fill you in on all of the details on this "new" hype.

Going "LIVE" is a trend that we have seen in many social arenas including Facebook, Instagram, etc. But going live on TV to grow brand perception is nothing new considering HSN, QVC and other live TV shopping shows air live every single day on national TV.

So what is the big deal about Snickers doing the same thing?

"As this first-ever live Super Bowl spot demonstrates innovation in advertising comes as much from outstanding creative ideas as it does from technology," Bruce Lefkowitz, Fox Networks Group executive VP, advertising sales, said in a statement provided by Snickers.

Sure, it is the Super Bowl and no other brand has done this yet... but is this really thinking outside of the box or just applying an already proven tactic with the addition of an exaggerated PR play to get as much attention as possible surrounding this brand prior to the big game?

Perhaps consumers nowadays need more reasons to believe, and more reasons to trust advertisers. Thus, going live eliminates the worry of camera tricks and reinstates authenticity.

If so, should we anticipate live TV shopping networks to see exponential growth in upcoming years?

Regardless, we hope Snickers will live up to the hype of this live spot and furthermore validate why this is being positioned as "moving the needle" of advertisers moving forward. Additionally, make those that have being doing live TV since the 70's proud!


What do you think about this topic? Do you have any suggestions on what topic we should talk about next? We'd love to hear your comments!

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