Two major brands will be featured in ads during the Super Bowl, and there’s a major Chicago connection to both.
For the first time, Ferrara Candy Company, which has been based in Chicago for more than 100 years, is using the Big Game to debut a new product.
“It’s a 30-second spot called, ‘Taste Buds,'” said Katie Duffy, the vice president of global brands at Ferrara.
“We are introducing Nerds Juicy Gummy Clusters, which is a brand new innovation,” said Duffy.
The spot stars Bravo TV host Andy Cohen coaching a human-form of the gummy candy how to embrace its new, bigger and juicy self, according to Duffy.
“We know that telling a story with a celebrity can help an ad break through,” Duffy said. “We know there’s so much that comes at consumers with the game and the halftime show and the ads, and maybe they’re entertaining. Engaging a celebrity partner is a really strong way to do that, and we know that Andy is someone who appeals to all audiences.”
The spot was in development for nearly a year.
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A 30-second commercial reportedly costs around $8 million on average. It’s a hefty price tag, but one that’s worth it to many brands, according to the cofounder of Chicago-based Highdive advertising agency.
“It warrants the cost. There are so many eyeballs and so many people watching the game. It has such impact for these brands,” said Mark Gross of Highdive.
This year, Highdive is the creative agency behind the Lay’s “Last Harvest” commercial, which features a retiring farmer handing the keys to the family potato farm to his daughter.
“What’s interesting is 40% of Americans don’t think Lay’s are made from real potatoes,” said Gross.
“One of the main things we want people to take away is that Lay’s are made with real, fresh potatoes grown by generations of American farmers that have been doing it for the company for many, many years.”
“It’s a sweet spot, a tearjerker.”
The ad took nearly four months to put together.
“On our side, it’s probably a team of 25 to 30 people that work on the commercial from start to finish,” said Gross.
“Most consumers are surprised at how many people work on it, how long we’re developing the ideas, how much testing goes into it, how many rounds of work.”
Highdive has worked on more than 10 Super Bowl commercials since 2020, with four winning the number one spot on USA Today’s Ad Meter.
The Lay’s commercial will air during the first quarter, and the Nerds commercial will follow, airing right before halftime.
Super Bowl LX airs on NBC Chicago on Sunday, Feb. 8.
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