Nothing will be normal about the Super Bowl this year with stadium capacity limitations and COVID hygiene protocols in full swing. This year will also be unusual for brands as classic game day advertisers like Coca-Cola sit the game out and a growing list of newcomers are buying spots for the first time.
Fiverr, Triller, Scotts Miracle-Gro, Vroom and DoorDash are among the growing list of brands that have revealed plans to advertise at the Super Bowl for the first time in 2021. These companies, which has done well in pandemic times, are aiming to keep up the momentum and expand to a wider audience by advertising on such a grand stage.
“We’re very excited to be releasing an ad among the world’s top brands this year during the Super Bowl,” said Gali Arnon, CMO of Fiverr. “It’s a real defining moment for the company, after a landmark year for the business. We believe that we are at a pivotal moment in time, where the future of work is here and we have an opportunity to be at the forefront of it.”
Fiverr, a freelance services marketplace, has been testing advertising on national TV and streaming platforms since summer and has been seeing positive signals, inspiring the Super Bowl ad buy. During a year when people are out of work and looking for new streams of income, these ads appear to be resonating with audience. The Super Bowl ad will help the lesser known brand expand to a massive audience.
“We have a really large target audience with the 500 categories of services available on Fiverr,” said Arnon. “While small and medium businesses have been a large part of that, anyone that is part of a team at a larger corporation, entrepreneurs, and agencies can benefit from using the Fiverr platform. We can’t wait to introduce the world to our brand in a new and exciting way, while showcasing how valuable the company is to businesses that want to get things done.”
On the heels of a successful year, the popular food delivery service DoorDash will be running their first ever Big Game commercial. This teaser, which aired during the AFC Championship game, stars Cookie Monster. The full 60-second spot will feature Hamilton’s Daveed Diggs and other characters from Sesame Street. The campaign will focus on supporting local businesses and struggling communities.
Scotts Miracle-Gro has tapped celebrity influencers for its big 30-second spot, which will encourage people to “Keep Growing” after the pandemic inspired a rise in home gardening. Vroom has created a teaser for its spot, which highlights the headaches of shopping for a car at a dealership while playing up its own brand of digital car shopping.
Follow our Super Bowl tracker here to see teasers and previews from the upcoming game. Brand Innovators is hosting a pregame day preview event. Follow this link to learn more or to register for the free event.
