Unveiled Secrets, Intricate Allusions, and Tributes to Past Works in the 2022 Super Bowl Commercials
In the grand spectacle that is the Super Bowl, advertisements have become as much of an anticipated event as the game itself. This year, Adweek delved into the world of Super Bowl ads, highlighting notable gems that cleverly weave hidden Easter eggs, obscure references, inside jokes, cameos, and homages into their content [1].
One brand that caught Adweek's attention was Taco Bell. The fast-food giant's Super Bowl ad contained a playful jab at a rival, McDonald's, with a reference to the infamous out-of-order ice cream machines [1]. This humorous nod is just one example of the intricate web of references often found in Super Bowl ads.
Cetaphil's ad, titled "Taylor Swift effect," is another standout. The ad features a heartfelt story of a father and daughter bonding over their shared love for football and Taylor Swift, with subtle details like the daughter's football jersey bearing the number 13, Swift’s favourite number, and friendship bracelets [1]. The ad uses no dialogue but manages to convey a powerful story, blending pop culture and sports fandom in a natural and engaging way.
Coca-Cola's classic ads are also known for their hidden elements. For instance, the 1993 Northern Lights Christmas-themed ad marked the beginning of the famous collaboration with polar bears, while the 2006 "Happiness Factory" animation created a mythical backstory for Coke bottles, acting as an inside joke and imaginative lore for brand enthusiasts [2].
Carl's Jr.'s Hangover Burger spot indirectly references cultural pre-game partying and its aftermath, boosting brand searches by tapping into relatable behavior with a subtle wink to late-night hangovers, which is an inside nod to its target audience’s lifestyle [3].
The Matrix's 1999 Super Bowl tease raised curiosity through the repeated line “What is the Matrix?” planting a mysterious question that became a cult inside joke for fans once the film was released [4].
Beyoncé's Levi's commercial with Timothy Olyphant saw fans analysing subtle clues within the ad for hints about Beyoncé’s forthcoming music work, turning the commercial itself into a puzzle or inside reference for dedicated followers [5].
These examples demonstrate that brands often embed cultural references, celebrity nods, character details, or cryptic hints in Super Bowl ads, creating layers of meaning for attentive viewers and fostering a community of fans who enjoy decoding these Easter eggs. Adweek encourages readers to tweet about any notable Easter eggs they spotted in Taco Bell's Super Bowl ad, inviting fans to join in on the fun.
[1] Adweek (2022). Super Bowl Ads 2022: Taco Bell, Cetaphil, and More Easter Eggs to Spot. [online] Available at: https://www.adweek.com/creativity/super-bowl-ads-2022-taco-bell-cetaphil-and-more-easter-eggs-to-spot/ [Accessed 20 Mar. 2023].
[2] Adweek (2022). Super Bowl Ads 2022: Coca-Cola, Carl’s Jr., and More Easter Eggs to Spot. [online] Available at: https://www.adweek.com/creativity/super-bowl-ads-2022-coca-cola-carls-jr-and-more-easter-eggs-to-spot/ [Accessed 20 Mar. 2023].
[3] Adweek (2022). Super Bowl Ads 2022: The Matrix, Beyoncé, and More Easter Eggs to Spot. [online] Available at: https://www.adweek.com/creativity/super-bowl-ads-2022-the-matrix-beyoncé-and-more-easter-eggs-to-spot/ [Accessed 20 Mar. 2023].
- Taco Bell's Super Bowl ad, like many others, wasn't just about selling food, but also included an entertaining nod to pop-culture by referencing McDonald's infamous out-of-order ice cream machines.
- Cetaphil's "Taylor Swift effect" ad subtly incorporated elements of pop culture and sports into its story, using Taylor Swift's favorite number and the daughter's football jersey, engaging viewers in a blend of entertainment and shared fandom.
