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Super Bowl Commercials Lean on Celebrities

The Associated Press
Created: February 01, 2019 12:07 PM

Star power abounds in this year's Super Bowl advertisements.

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Chance the Rapper and Backstreet Boys are selling Doritos, while Sarah Jessica Parker brings back her iconic Carrie character from "Sex and the City" alongside Jeff Bridges' "The Dude" character from "The Big Lebowski" in a pitch for Stella Artois.

Advertisers are hoping to provide some welcome distraction as economic fears persist and the US political climate remains sharply divided.

As much as Sunday's Super Bowl will be a battle between players on the field, it will be a battle between advertisers over who gets the buzz - and who gets forgotten.

Michael Lewis, a professor of marketing at Emory University's Goizueta Business School, viewed a preview reel of the commercials and doesn't see anything that stood out from the pack, or felt terribly risky.

"I think it's becoming more challenging for these Super Bowl advertisers to actually get this kind of pop," Lewis said.

The stakes are high. A 30-second Super Bowl advert can cost more than $5 million. More than 100 million people in the U.S. are expected to tune in to Sunday's game on CBS.

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The Associated Press

Copyright 2019 The Associated Press. All rights reserved.

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