Travel's Super Bowl Ads Went Too Far on Stars Over Message
25.08.2023 - 14:07
/ skift.com
/ Melissa Maccarthy
The Kansas City Chiefs weren’t the only ones celebrating on Sunday night. The companies that shelled out for spots during the big games, which more than 100 million people were expected to tune in to see, are watching closely as social impressions, commentary, and — in some cases — sales roll in.
Companies including Booking.com, Virgin Voyages, Vrbo, and Uber paid up to $7 million for a 30-second spot in this year’s game, not counting the production, talent, and mixed media campaigns accompanying them. Fox Sports sold all of its in-game Super Bowl 57 inventory just last week, AdWeek reported. The cost of a 30-second Super Bowl ad has rapidly increased since its origin, nearly doubling in just the last decade.
Given the cost, it’s of little surprise that some brands opt for a pre-game spot to spread their dollars a bit further, which is just what Priceline did this year. The brand’s pre-game Go To Your Happy Price ad, featuring brand ambassador and actress Kaley Cuoco, kicked off a much larger campaign across digital, social, and streaming channels delivering $5 million in travel rewards. The creative itself is cheesy, in a lovable way, as expected from Cuoco, but the message around saving on travel with Priceline is direct enough to not get lost in the cringe.
Battle of the STRs
On the backend of the game came Vrbo’s ad, a direct punch at Airbnb, with visuals of a multi-generational family arriving at a vacation home, reserved just for them. “When you stay at a Vrbo, you always get the whole home,” the ad’s voiceover starts. “Not part of it, but the whole upstairs, the whole downstairs, the whole fridge, and the whole secret nap room. Because is it really a vacation home if you have to share the house with the host?” The serene imagery of a large family traveling together, plus the privacy and luxury providing by the rental, will hit home with many viewers who are largely traveling again to reunite with loved ones.
But Vrbo isn’t the only one taking a hit at Airbnb and competitive short-term rental platforms.
Booking.com made an appearance in the fourth quarter with Emmy Award-winner and Academy Award nominee Melissa McCarthy taking center stage as she sings about the many types of accommodations available on the booking platform.
“Oh, Booking.com. I’m going somewhere, anywhere, a beach house, a tree house, honestly, I don’t care. A fancy hotel with a sexy gardener. A tiny home with aggressive flair. Somewhere, anywhere, as long as they have child care,” she sings while embodying different vacation personas. The backdrops change from a cabin in the woods to an in-room spa treatment, a hot tub at a ski resort, and a beach. The final shot features background singers chiming in, “Mama deserves a