What the Super Bowl Looks Like to Marketers in the EU

Opinion: The game is mostly meaningless, but the ads shape the coming year

Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.

Seen from France, the Super Bowl is the portrait of a triumphant America that stuffs itself with chicken wings and nachos, wallowing in front of the TV. With 1.3 billion chicken wings, 52 million cases of beer and 47,000 tons of guacamole devoured in less than three hours, the Super Bowl is an extraordinary day when the country consumes almost as much food as at Thanksgiving.