The Avengers Effect: Why One Celebrity Isn't Enough for Many Super Bowl Advertisers

On a year when hitting the right tone has proven difficult, advertisers are leaning on A-listers

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If there’s one thing most Americans can agree on, it’s their love of celebrity. And in a year when tone is proving to be one of the hardest and riskiest aspects of advertising on the Super Bowl stage, brands have chosen to lean on VIP spokespeople even more than usual.

Over the past ten years, according to research at Villanova University, a little over a third of all Super Bowl ads have included a celebrity cameo or role.



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