The Super Bowl LVI commercials the fitness industry should take note of.
Super Bowl LVI took place on February 13, 2022, and as always, the advertisements run during the show received just as much attention as the game itself.
This year’s ads had a wide range of themes and strategies used to garner consumer attention. Here is a round-up of the Super Bowl LVI commercials the fitness industry should pay attention to, and why.
Planet Fitness
Planet Fitness ran a star-studded commercial during the game featuring Lindsay Lohan titled, “What’s Gotten into Lindsey?” The ad had guest appearances from Dennis Rodman, Danny Trejo and William Shatner, and followed the star’s “glow up” resulting from her Planet Fitness membership. The franchise was the only national gym chain to run a commercial during Super Bowl LVI.
Expedia
Expedia’s ad called “Stuff” featured actor Ewan McGregor expositioning on the question, “Do you think any one of us will look back on our lives and regret the things we didn’t buy?” Instead, he posed, will it be “the places we didn’t go?”
The commercial seemed to be tapping into consumers’ pent-up demand for travel and experiences post-pandemic, which saw many limit their activities such as travel, sporting events and concerts.
Headspace
The meditation app Headspace ran a commercial titled “Sleep with John Legend” that purported self-care in the form of guided meditation. The app and others like it have gained steam in light of the pandemic due to heightened anxiety and stress, and an increased focus on mental health.
Hologic
Hologic, a diagnostic and medical imaging solutions company, ran an ad featuring Mary J. Blige that stressed the importance of making time for an annual women’s health screening, no matter how busy you are. “Making your health a priority is real love,” stated Blige. The ad taps into the heightened focus on consumer health post-pandemic.
Coinbase
The cryptocurrency company Coinbase ran a 60-second ad during the game that had no speaking, and just involved a QR code bouncing around the screen, reminiscent of the back-ground saver for DVD players. The theme of the ad isn’t relevant to the fitness industry, but the fact a QR code could be scanned, making the ad interactive, was an interesting concept.
Which Super Bowl LVI commercial caught your eye that’s relevant to the fitness industry?
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
