This year’s ads feature country rapper Lil Nas X and actor Sam Elliott waging an Old West dance-off for PepsiCo Inc.’s Cool Ranch Doritos; Buzz Lightyear, Flash Gordon and other favorite sci-fi characters collecting curbside pickup orders from Walmart Inc.; and Boston-affiliated celebrities Rachel Dratch, Chris Evans, John Krasinski and David Ortiz marveling at the “smaht pahk” automatic-parking feature on the new Sonata from Hyundai Motor Co. Ltd.
“We just want to entertain and if someone got a takeaway about one of our vehicles, we’ll be happy,” said Angela Zepeda, chief marketing officer at Hyundai Motor America.
Advertisers have a lot on the line. The Super Bowl still regularly draws an audience surpassing 100 million people at a time when traditional ad-supported TV is suffering a steady erosion in ratings as alternatives, including ad-free streaming services, proliferate.
Fox Corp. charged as much as $5.6 million for 30 seconds in this year’s game pitting the San Francisco 49ers against the Kansas City Chiefs.
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