No room yet for social creators in Super Bowl commercials

Real, realer, realest. That’s what we want to see on social media these days. Real people, real experiences, and really good content. Pepsi hooks into this real (haha) clever in their new Super Bowl commercial. The TV spots ladder into an SMS promotion that will see the brand give away up to 10 million cans and bottles of Pepsi Zero Sugar, to let people taste for themselves if it’s truly tasting good. Because a good drink had to be tasted by yourself, they say. Or, well, Ben Stiller.

Announced commercials for the 2023 broadcast so far feature Bryan Cranston and Aaron Paul reprising their “Breaking Bad” roles; Alicia Silverstone doing the same for “Clueless;”. We don’t see major (TikTok) creators in TV commercials (yet). Brands seem to partner with creators on social media, but are still sticking to traditional stars when it comes to traditional TV. Do social creators also deserve a stage on the big screen?