As Super Bowl ad spends continue to climb, with an estimated $435 million (nearly $100 million more than last year) spent during this year’s Big Game, brands are looking for other ways to leverage the spectacle of the Super Bowl.
One prime example from this year was Verizon. As a partner of the NFL, Verizon had a Super Bowl commercial, in which Harrison Ford provided a voice-over honoring first responders. (The ad wasn’t one of Adweek’s favorites, but it also wasn’t one of the worst ones during the game.)
In addition to that ad, Verizon also focused on a new niche—blending the worlds of competitive gaming and the NFL.
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