The most talked about Super Bowl 2023 marketing campaigns

The most talked about Super Bowl 2023 marketing campaigns

Pippa Gilroy February 16, 2023

The most popular ad spots from the Super Bowl this year

The Super Bowl LVII saw many captivating star-studded commercials with brands eager to capture viewer attention and cash in on the busiest night in advertising.

According to The Independent, 100 million viewers tuned in to watch the Kansas City Chiefs play against the Philadelphia Eagles in Arizona on Sunday night. Many viewers also tuned in to see Rhianna’s eagerly anticipated half-time performance and the many commercials which followed. According to CNBC, this year’s advertisers sold 30 second spots in the commercial breaks between $6 million and $7 billion which according to Fox, was the highest amount of Super Bowl ad revenue on record. 

Here are just some of the most talked about campaigns from the night:

Heineken x Marvel Ant-Man and the Wasp

Heineken promotes sobriety with their advert by partnering with Marvel’s eagerly anticipated film Ant-Man and the Wasp: Quantomania in which Paul Rudd takes a swig of Heineken 0.0 non-alcoholic beer before he goes out to save the world. Here is a teaser of the trailer below:

Dorito’s Love Triangle Campaign

Dorito’s posted the following teaser of their Super Bowl campaign on Instagram several days before the big game:

This created much speculation amongst social media as to who the mysterious person was. Another teaser trailer posted before the big game revealed that the mysterious guest was no other than Jack Harlow and the advert alluded to a potential love triangle.

During their spot in the commercial break it was revealed that there was no love triangle, but Jack Harlow taking inspiration from the iconic Dorito triangle shape which incited a love affair for playing the triangle instrument. The advert sees him becoming the best triangle player in the world but hilariously, Elton John instead rises to stardom by winning the award instead of Harlow.


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A post shared by Doritos ® (@doritos)

Tubi Glitch

According to Social Media Today, Twitter saw another rise in global tweets during the event. One campaign sparking many confused tweets was Tubi’s glitch campaign which interrupted the game by seemingly tuning into Tubi’s popular streaming channel leaving many viewers searching for their remotes and writing panicked tweets in the process. According to Twitter Tubi’s advert saw the most original tweets and sparked much discussion throughout the game.

Rhianna and Fenty

Rhianna took to the stage in the Super Bowl half-time performance after a long six year hiatus from performing. Of course the music superstar turned multi-million pound entrepreneur took the opportunity to bag some free advertising by promoting her own make-up line Fenty beauty during her sensational half-time performance making her the real advertising winner.

Leading up to the event the brand posted several snippets of the brands collaboration with the Super Bowl in a series of social media posts:

fenty beautysuper bowl post on instagram

According to Ad Week the company also hosted a Game Day Hub selling limited edition Superbowl x Fenty products prior to the game.

During the show, before performing her hit single “All the Lights” Rhianna touched up her make-up thereby promoting her Invisimatte Instant Blotting Powder to the millions that watched and demonstrating effective product placement in the process.

All of the dancers were also dressed head to toe in Savage x Fenty to promote her popular fashion brand.


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A post shared by Moda (@deby.milan)

Thanks to clever marketing, Rhianna paid zero dollars in comparison to the many brands paying millions for a cameo in the biggest night in advertising and generated many leads and sales in the process. According to Canadian Business, Google searches for Fenty increased by 883% during her performance. 

This therefore poses the question of how marketing will take place at the Super Bowl in the future, as we may see a change from the usual commercials to the half-time performer promoting their own products, at no cost at all.

Marisa Bailey is a Digital Marketing MSc student with an interest in reporting on the latest digital media trends.
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