With rising trade tensions between Canada and the US, and a shift in social discourse under President Trump, Canadian Super Bowl ads are expected to reflect these changes. Expect playful jabs at American tariffs and an emphasis on Canadian values, along with celebrity appearances and a focus on the growing popularity of gambling.
Among other things, he's used his first weeks in office to threaten tariffs against Canada and Mexico and attack diversity initiatives.
"It might be just a line, it might be a voiceover or it might be just a subtle twist ... to maybe capture the current sentiment," he said. The ad changes Connors's lyrics to call football"the second-best game you can name." The spot ends with the message,"Sorry, not sorry. We're proudly Canadian."Though U.S. ads are unlikely to make light of or even acknowledge the trade situation, Canadian stars will pop up in several of the spots.Canadian actress Catherine O'Hara will team up with Willem Dafoe to hustle younger players on a pickleball court for Michelob Ultras.
His every move will be watched closely because what he does at the game and who he appears with will offer insight into what and who he values, said Cheri Bradish, a sports marketing professor at Toronto Metropolitan University. "I'd be disappointed if we weren't watching it," Lander said."What do we accomplish by not informing ourselves of what our adversary has planned for us?"With the team back at the big game, many predict the popstar will return as well, but will the bevy of fans who started following football because of the star also tune in? And will brands cater to them?
While Super Bowl advertisers are no stranger to using social messages to sell products, Bradish has doubts about whether other companies will adopt the"End Racism" message in the NFL's absence.Meta will use Chris Pratt and Chris Hemsworth to advertise AI-powered Ray-Ban smart glasses, while Salesforce will lean on Matthew McConaughey to highlight its AI agent, Agentforce.
SUPERBOWL TRUMP TARIFFS CANADA ADVERTISING
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