Super Bowl 2024 Highlights and Pfizer’s Big Game Strategy
Much more than a Big Game: a Record-Shattering Spectacle
Super Bowl LVIII, the 2024 American football championship showdown, cemented its status as the unrivaled sporting event of the year. It was not just a game but a pop culture phenomenon that shattered viewership records.
The thrilling derby between the Kansas City Chiefs and San Francisco 49ers kept millions on the edge of their seats, captivating viewers with the Chiefs’ narrow 25-22 victory and the dazzling spectacle at new and technological Las Vegas’s Allegiant Stadium.
The event is the 2nd most-watched TV moment in history, just after the 1969 Apollo 11 moon landing.
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HERE'S TO SCIENCE - SUPER BOWL LVIII (US)
Pfizer debuts as an advertiser at Super Bowl by showing its role in the history of science
Brief Description
For the first time, Pfizer stepped onto the big stage of Super Bowl LVIII on February 2024 with a captivating commercial titled “Here’s to Science.” This 60-second ad, with an extended 90-second version available online, aimed to achieve several goals through its strategic approach and creative execution.
The Super Bowl, known for its high-stakes football game, holds an unexpected champion: the commercial breaks. These breaks are no longer mere intermissions but events in themselves.
With an audience often exceeding 100 million viewers, the Super Bowl offers brands a unique opportunity to reach a massive and diverse demographic.
Companies are willing to pay millions for a 30-second slot, understanding that the cultural impact and conversation generated around these ads can extend far beyond the game itself.
This unique blend of captive audience, cultural significance, and high production value has transformed Super Bowl commercials into a cultural phenomenon, rivaling the game’s anticipation and discussion.
Strategy
Pfizer’s primary objective was to reframe the company’s public perception. By showcasing their longstanding commitment to scientific innovation, the idea was to cultivate a sense of trust and appreciation for their contributions to human health.
Additionally, the ad aimed to bolster brand awareness and position Pfizer as a leader in the fight against various diseases, most notably cancer.
Creative
The ad takes a unique approach by blending science, history, and music to deliver its message. We see historical figures like Galileo, Isaac Newton, Albert Einstein, and Pfizer’s founders brought to life through animation and seamlessly integrated into historical paintings and photographs.
The unexpected twist comes when these figures begin lip-syncing to Queen’s iconic anthem, “Don’t Stop Me Now.” This playful and unexpected choice injects a sense of humor and relatability into the ad, making it stand out in the crowded Super Bowl ad space.
In a step towards recognizing historically underrepresented figures, Pfizer’s ad also showcases important women scientists. This includes Rosalind Franklin, known for her role in deciphering DNA’s structure, as well as 19th-century scientist Mary Somerville and the groundbreaking Black biochemist Marie Maynard Daly.
The ad also features a scene in a women’s medical school and touches on Pfizer’s contributions to the mass production of penicillin and the creation of vaccines against COVID-19. Katalin Karikó, who won the Nobel Prize in Physiology or Medicine for work on mRNA, features toward the end of the ad.
The ad culminates with a powerful message: “Here’s to science. Here’s to the next fight. Learn more at letsoutdocancer.com.” This final call to action directs viewers to a dedicated website focused on Pfizer’s ongoing cancer research and treatment efforts.
The creative minds behind “Here’s to Science” belong to McCann New York, a renowned advertising agency with a long history of producing impactful campaigns. The agency partnered with production company MJZ to bring the ad to life with cutting-edge animation techniques.
Repercussion
“Here’s to Science” garnered significant public attention during the Super Bowl and sparked conversations about the importance of scientific progress and collaboration in overcoming global health challenges.
It’s important to note that while the ad was widely praised for its creativity and message, it also faced some criticism, particularly regarding portraying complex scientific advancements in a simplified and potentially misleading manner.
The Wall Street Journal reported that securing a 30-second slot during the Super Bowl cost companies roughly $7 million this year, excluding the additional expense of producing the ad itself. This raises questions about the potential total cost for Pfizer, considering they laid off several employees in 2023 and 2024.
Nonetheless, Pfizer’s Super Bowl debut undoubtedly left a mark, successfully generating discussion and raising awareness about its role in the scientific landscape.
A Marketing Mecca and the Novelty of Multicasts for Different Audiences
CBS’s broadcast of Super Bowl LVIII commanded US$7 million for 30-second advertising slots – a testament to the event’s marketing might. In the US, broadcaster rotation ensures all major networks get a piece of this lucrative pie, delivering the year’s largest American television audience.
Over 123 million watched across CBS, Nickelodeon’s kid-focused broadcast (featuring SpongeBob commentary and AR fun), Univision’s Spanish-language coverage, and Paramount+.
The NFL and Nickelodeon have partnered with Roblox to create immersive, interactive experiences to engage younger Super Bowl fans within the popular gaming platform.
Celebrities and Superlative Entertainment:
Taylor Swift and Usher
Pop superstar Taylor Swift, dating Chiefs player Travis Kelce, brought her star power and infectious excitement to the game. Her presence fueled social media buzz as cameras caught her thrilling reactions.
The Apple-sponsored halftime show was a dazzling affair headlined by Usher. With surprise guests like Alicia Keys, H.E.R., Ludacris, and Lil Jon, it stole the show and ranks among the best halftime performances in recent memory.
Most Loved Ads from the Break
Super Bowl LVIII’s ads were diverse, but the top 12 crowd-pleasers mostly focused on heartwarming themes, empowering messages, and playful humor.
Celebrity appearances were a common thread. If you missed them, here’s the full rundown:
- Like a Good Neighbaaa, State Farm
- The DunKings, Dunkin‘
- Perfect 10 | The Kia EV9, Kia
- Worth Remembering, Uber Eats
- Born to Play, NFL
- Hard Knocks: A Dove Super Bowl Film, Dove
- Talkin’ Like Walken, BMW
- Old School Delivery, Budweiser
- Can’t B Broken, Verizon
- Dina & Mita, Doritos
- Javier in Frame, Google
- Mayo Cat, Hellmann’s
CeraVe ranked 15º with the ad Michael CeraVe
Key Takeaways:
our cut ABBOVE
We saw
The Super Bowl continues its reign as the year’s premier marketing stage, with record-setting viewership and ad prices.
Innovative engagement strategies are paramount – think Nickelodeon’s kid-focused broadcast and the NFL’s Roblox venture.
Celebrity endorsements and entertainment-driven campaigns (Taylor Swift, Usher’s halftime show, star-studded ads) can drive significant social buzz and engagement.
Pfizer airing its first-ever Super Bowl commercial and taking creative risks to stand out can be highly effective.
We learned
Emotional resonance is key. Ads that evoke warmth, humor, and inspiration resonate most strongly. Purpose-driven messaging can create a positive brand image. Pfizer’s focus on scientific progress taps into this. taking creative risks to stand out can be highly effective.
This encourages us to
Embrace new platforms and explore the potential of gaming partnerships and immersive digital experiences to reach new audiences.
Think beyond the traditional 30-second spot: consider diverse tactics, like celebrity collaborations or sponsorship of halftime show elements, for added impact.
Don’t be afraid to be bold: Pfizer’s historical twist caught attention. Find our own unique ways to break through the clutter.
Triggers for Innovation
How can we use the power of music and humor to make our health messaging more memorable and shareable?
What if we leveraged the reach and engagement of major sporting events to raise awareness of specific diseases or health conditions?
How might we translate complex scientific breakthroughs into emotionally resonant and easily understood stories for a broad audience, like Pfizer’s historical approach?
How can we effectively collaborate with gaming platforms like Roblox to create interactive health education experiences for younger audiences?
How about we develop multi-channel campaigns that extend beyond the traditional TV spot, like incorporating QR codes or website links in ads?
What if we sponsored fan-voted elements of major sporting events to increase brand engagement and positive association?
ABBOVE TEAM