Here's the Super Bowl Formula

I recently wrote in this newsletter about how brand values were going to be at the core of many of this year's Super Bowl ads. But for the rest, there's a tried and true combination: celebrities and abject weirdness. And if you can make it all retro, even better.

Remember, last year we saw Jeep revive Groundhog Day, Mountain Dew reboot The Shining and Cheetos avoid touching MC Hammer.

We haven't seen many full ads yet for this year's Super Bowl, but today revealed one that shows the formula is in full effect.

Tide and Seinfeld alum / veteran ad pitchman Jason Alexander come together in the ad, which centers on a "Jason Alexander Hoodie" bearing the actor's face. Through a series of stain-smearing incidents, the hoodie becomes a filthy mess (which, of course, only Tide can solve). And it's set to a song long associated with Alexander thanks to Seinfeld: the theme to Greatest American Hero.

You'll definitely want to watch the spot and read my colleague T.L. Stanley's exclusive background on how it came about. (Fun fact: The ad concept was actually inspired by pandemic masks, but you'll need to read the article to learn how.)

I look forward to the inevitable merchandising of Tide selling the hoodies as we get closer to game day. 

Any other trends you're expecting from this year's Big Game ads? Let me know at the email below or at @Griner on Twitter.

David Griner
International Editor, Adweek
David.Griner@Adweek.com

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