Travel, autos, entertainment and grooming companies are trying to persuade Super Bowl viewers to get pretty and get out — in prepandemic style.
There were movie trailers, such as one for “Jurassic World Dominion” at the start of the game (though there were several spots for streaming services as well). Gillette will return with its razors for the first time in 16 years. Online travel agencies such as Expedia and Booking.com hired charming actors such as Ewan McGregor and Idris Elba and are having them sell the fantasy of experience and escape.
Also, there will be cars, and many ways to buy them. Carvana, an online seller of used cars, is making its Super Bowl debut; its competitor, Vroom, will air a mini-musical.
Battery-powered vehicles will appear en masse. Kia has a robotic dog chasing after its EV6 crossover. Arnold Schwarzenegger and Salma Hayek Pinault portrayed the thunderbolt-throwing Greek god Zeus and his wife, Hera, and they retire to Palm Springs to zip around in an electric BMW iX.
Nissan will be promoting its electric Ariya crossover in a sendup of Hollywood action thrillers, featuring the actors Eugene Levy, Brie Larson, Danai Gurira and Dave Bautista.