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Here comes ChatGPT

With Coinbase drawing so much attention last year for its QR Super Bowl spot, it’s no surprise brands are leaning into the two-dimensional barcodes this year; Michelob Ultra and Avocados From Mexico are among the brands deploying QR codes in their Big Game campaigns. But the trendier 2023 topic might be ChatGPT—and Avocados is the first brand to reveal it will use the generative AI tool in its campaign. Given how AI has taken the industry by storm recently, we are likely to see more AI mentions as brands hype their Super Bowl plans in the next two weeks.

As for Avocados, the brand will include a QR code in its ad linking to a landing page where users will be asked to press a button to initiate a process in which ChatGPT will generate a tweet that users will be encouraged to share on the game. Read more on that here.

The pregame hype winner is … 

When it comes to sheer attention, there is no doubt M&M's is winning the early Super Bowl ad hype game. As documented by Ad Age this week, the brand’s move to sideline its spokescandies in favor of comedian and actress Maya Rudolph has netted headlines in publications ranging from The Hollywood Reporter to Time. Most of the coverage is fixated on the “wokeism” of the brand’s move last year to recast its characters in a more progressive light—and conservative figures such as Tucker Carlson have taken a prominent role in that sideshow.

In a tacit acknowledgment that the Rudolph stunt is maybe being taken a little too seriously by some outlets, the Mars brand on Wednesday issued a statement that, “rest assured, the characters are still our official spokescandies.” As if there was any doubt … 

For a behind-the-scenes look at Super Bowl ad planning, check out Ad Age’s Super Bowl Playbook event on Feb. 7. It will feature brand leaders and agency execs behind the ads. Register here for the virtual event.

All about that bass 

Using music stars is an oft-used Super Bowl ad play—but this year’s game seems poised to be especially musical. So far we know that Pringles is deploying Meghan Trainor; Doritos is using Missy Elliott and Jack Harlow; and Workday is including Ozzy Osbourne, Gary Clark Jr. and Joan Jett in its campaign.

Of course, the main musical attraction will be halftime entertainer Rihanna, who just nabbed an Oscar nomination for best original song for “Lift Me Up” from “Black Panther: Wakanda Forever.” The NFL announced this week that Chris Stapleton will sing the national anthem; Babyface will perform “America the Beautiful”; and Sheryl Lee Ralph will sing “Lift Every Voice and Sing.”

Watch: inside Workday’s first Super Bowl commercial

This day in Super Bowl history

Super Bowl 20 was played on this day in 1986 when the Bears blew out the Patriots in New Orleans … and all people in Chicago could talk about was the “Super Bowl Shuffle” and William “The Refrigerator” Perry.  

NBC carried the game. Advertisers included McDonald’s, which unleashed Pepé Le Pew to plug the McDLT (thanks to Leo Burnett). Burger King countered with “Herb,” the nerdy character portrayed as never before trying a Whopper—until he announced during one of the chain’s Big Game ads that he had. It was part of a promotion in which BK gave away $5,000 to the first person to spot him at the restaurant. It was all a move to counter McD’s McDLT hype—which also included a Romeo and Juliet-themed spot.

“BK didn’t have a product to compete with it at the time and they wanted a great diversion,” recalled Hal Friedman, creative director at J. Walter Thompson at the time, according to Ad Age’s Super Bowl ad archive.

Of course, the McDLT was later discontinued. For fans of the sandwich—whose cool side and hot side were served separately in Styrofoam—parting was sweet sorrow.

For a complete look at Big Game commercial history, check out Ad Age's Super Bowl ad archive.