For all the talk of the importance and rapid growth of the creator economy, few brands tapped creators for the Big Game stage this year.
The Super Bowl is one of the few monoculture moments left for brands to show up and get the attention of a live audience that may actually pay attention to the ads. Given the varied audience and the need for mass appeal, marketers turned to celebrities — so many celebrities (several ads featured multiple celebs) — this past Sunday in hopes of connecting with consumers during the big game, according to agency execs.
“You need names and faces that are recognizable cross generationally,” said James Nord, founder of influencer marketing shop Fohr, when asked about the lack of creator representation in linear Super Bowl spots. “Now that culture has fractured into hundreds of thousands of small branches, even somebody who is hugely influential in a number of those branches is going to be completely anonymous to others.”