Social media: What we’re talking about recently

Celebrity-heavy ads risk oversaturation  
Every year, more and more brands lean on celebrities to help them capture headlines during the Super Bowl. In 2023, 74% of the commercials  featured celebrities, compared to 51% in 2020. So, it’s not surprising to see, yet again, so many brands relying on an abundance of celebrities, which, in some cases, diluted impact.  

While celebrity endorsements can be effective, using celebrities to do all the heavy lifting vs. focusing on authentic storytelling seems like a wasted opportunity. Take Novartis’ (first ever) ad, as a great example of prioritizing story over celebs. While Hailee Steinfeld and Wanda Sykes were in these commercials, they appeared after the ad had captured attention in support of the messaging, rather than being used as the hook.  

TLDR: Storytelling should always be the focus — and that applies to all mediums, not just TV. 

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