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Super Bowl: Amazon, Netflix y P&G apostaron a las estrellas

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Los animales simpáticos no estuvieron en boga este año, pero hubo famosos por todas partes en los anuncios multimillonarios de la final del torneo de la NFL.

Tal como les pasó a los Philadelphia Eagles en el segundo cuarto el domingo por la noche, los anunciantes del Super Bowl tuvieron que decidir si corrían grandes riesgos o tomaban el camino seguro. Varios de ellos se animaron.

PepsiCo Inc. presentó a famosos en una batalla de rap en playback. Squarespace Inc. instaló a Keanu Reeves en una moto voladora. Procter & Gamble Co. intentó un enfoque popular atractivo, un meta-comentario sobre la publicidad propiamente dicha con un personaje recurrente que aparecía en otros comerciales famosos.

La valiente decisión de los Eagles en el segundo cuarto derivó en un touchdown que le dio una victoria sorpresiva de 41 a 33 sobre los New England Patriots. El reñido partido, transmitido por NBC, dio al público estadounidense previsto de más de 110 millones de televidentes un motivo para no cambiar de canal. Esto garantizó que los anunciantes que habían pagado más de US$5 millones por spots de 30 segundos pudieran sacar partido de su dinero.

A continuación, cómo usaron algunos de ellos ese valioso tiempo de emisión:

PODER DE ESTRELLAS

Los animales simpáticos no estuvieron en boga este año, pero hubo famosos por todas partes. El protagonista de “Game of Thrones” Peter Dinklage pronunció las palabras al compás de una canción de Busta Rhymes al tiempo que Morgan Freeman rapeó junto a Missy Elliott, en una promoción de Doritos y Mountain Dew de PepsiCo.

Una golosina M&M parlante se convertía en Danny DeVito y preguntaba a personas que iban por la calle si querían comerlo. Steven Tyler de Aerosmith se rejuveneció conduciendo marcha atrás en un Kia.

Pero Amazon.com Inc. exhibió uno de los mayores despliegues, con un elenco estelar que incluyó a Anthony Hopkins, el chef de la TV Gordon Ramsay, la rapera Cardi B, la actriz Rebel Wilson y el máximo responsable de Amazon, Jeff Bezos -celebridad por derecho propio y bastante buen actor- en un spot para Echo, los altavoces controlados por voz del gigante tecnológico.

Dado que los niveles de audiencia de la temporada normal de la NFL cayeron 10% este año, resultó irónico que el Super Bowl estuviera repleto de anuncios justamente de los servicios de video que están alejando a los espectadores. Tanto Hulu LLC como Amazon Prime Video promocionaron nuevas series, y HBO de Time Warner Inc. promocionó la segunda temporada de “Westworld”.

Netflix Inc. reveló una de las grandes sorpresas de la noche, un aviso para “The Cloverfield Paradox”, una nueva entrega de las populares películas de horror cuyo lanzamiento no se esperaba hasta más avanzado este año. La cinta se estrenó, en cambio, este domingo en Netflix, dando a los fans una alternativa si no querían quedarse con el muy promocionado episodio del drama “This Is Us” de NBC después del partido.

Una de las estrellas más reconocidas de Netflix, David Harbour de “Stranger Things”, también apareció en la ambiciosa serie de avisos de Tide de P&G, mostrando que la ropa limpia que visten los protagonistas de los comerciales de TV transmiten subliminalmente el poder del detergente. Los spots aprovecharon la variada gama de productos de P&G, incluidos el desodorante Old Spice y el limpiador para el hogar Mr. Clean.

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