The Super Bowl isn’t just the pinnacle of American football—it’s also a cultural and commercial phenomenon where brands battle for attention as fiercely as the teams on the field. In 2022, technology took center stage in many of the game’s most talked-about commercials. From visions of the metaverse to high-profile endorsements for cryptocurrency exchanges, this year’s ads reflected the evolving digital landscape and shifting consumer interests.
With 30-second spots selling for up to $7 million, only the most confident and well-funded companies could afford a place in the broadcast. NBC, which aired the game, reported selling over 70 advertising slots. The audience? Over 100 million viewers across the U.S., making it one of the most valuable marketing opportunities of the year.
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The Rise of Tech in Super Bowl Advertising
Historically dominated by beverage and automotive brands, Super Bowl ad space has increasingly welcomed tech innovators. In 2022, companies like Meta Platforms (formerly Facebook), Amazon, and emerging crypto platforms used the platform to make bold statements about the future.
One of the most anticipated themes was the metaverse—a concept gaining momentum thanks to Meta’s rebranding and massive investment. The company aimed not only to promote its vision of interconnected virtual worlds but also to rebuild brand confidence following a sharp stock decline earlier in the month.
Meanwhile, cryptocurrency exchanges, once fringe players, emerged as major advertisers. With surging public interest in digital assets, platforms like Crypto.com and FTX invested heavily in star-studded campaigns featuring celebrities such as Matt Damon and Tom Brady—though their exact Super Bowl spots remained under wraps until game day.
Meta’s Metaverse Moment
Meta Platforms made a strategic push during the broadcast with an ad that offered viewers a glimpse into its version of the metaverse. The commercial showcased immersive virtual experiences—from social gatherings to collaborative workspaces—using Oculus headsets.
This wasn’t just about product promotion; it was a brand rehabilitation effort. After facing regulatory scrutiny and internal challenges, Meta needed to remind the public of its ambitious technological roadmap. By placing the metaverse at the heart of its Super Bowl message, the company reinforced its commitment to long-term innovation.
The ad also subtly addressed skepticism around virtual reality adoption, emphasizing accessibility and human connection rather than technical jargon. It was a narrative designed to resonate with mainstream audiences who might still view VR as niche or futuristic.
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Crypto’s Big Game Debut
If 2021 marked crypto’s arrival in mainstream finance, 2022 was its moment in pop culture—and no event symbolized that better than the Super Bowl. While specific details of Crypto.com and FTX’s ads were undisclosed before kickoff, both companies had already built significant buzz through pre-game marketing.
These crypto exchanges leveraged celebrity power effectively:
- Matt Damon fronted a campaign for Crypto.com with the tagline “Fortune favors the brave,” drawing parallels between historical explorers and modern investors.
- Tom Brady, along with his wife Gisele Bündchen, appeared in FTX promotions, lending credibility and star power to a rapidly growing platform.
The goal was clear: position cryptocurrency not as a speculative asset class, but as a legitimate part of everyday financial life. With retirement accounts, payment options, and NFT marketplaces now integrated into these platforms, the message was that crypto is here to stay.
“This is more than an ad—it’s an invitation to participate in the next era of digital ownership.” – Industry Analyst
Streaming Wars Heat Up During Halftime
While the halftime show—featuring Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, and Eminem—drew record-breaking preview views (over 13 million), streaming platforms also used the break to launch new content.
Amazon Prime Video teased its highly anticipated series The Lord of the Rings: The Rings of Power, touted as the most expensive TV show ever made. The trailer dropped during the game, capitalizing on fantasy fans’ excitement and Amazon’s deep pockets.
Other platforms followed suit, using the Super Bowl’s massive reach to compete in the streaming wars. With subscriber growth slowing in saturated markets, capturing attention during live events has become crucial for differentiation.
Celebrities and Social Messages
Hollywood stars didn’t just sell products—they delivered messages. Matthew McConaughey took a subtle jab at billionaire space travelers like Jeff Bezos, Richard Branson, and Elon Musk, promoting T-Mobile’s #TeamEarth campaign. Rather than glorifying space tourism, the ad encouraged investment in solving Earth’s problems.
Similarly, Dolly Parton joined forces with Miley Cyrus in another T-Mobile spot, blending humor and heart while highlighting connectivity as a force for good. Meanwhile, Zendaya made her Super Bowl debut in a Squarespace ad, positioning herself as a creative entrepreneur building her brand online.
Even legacy brands like Budweiser returned after skipping 2021, using nostalgia and tradition to reconnect with audiences.
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Frequently Asked Questions
What role did technology play in Super Bowl 2022 ads?
Technology played a central role, with major campaigns focused on the metaverse, cryptocurrency, and streaming content. Companies used the event to showcase futuristic visions and build trust in emerging digital ecosystems.
Why did crypto exchanges spend so much on Super Bowl ads?
Crypto platforms invested heavily to reach mainstream audiences. With regulatory uncertainty and market volatility, these ads aimed to normalize digital assets and present them as accessible financial tools.
Was Meta’s metaverse ad well-received?
Reactions were mixed. While some praised its imaginative visuals, others questioned the practicality of widespread metaverse adoption. However, it succeeded in keeping Meta’s long-term vision in public conversation.
How do Super Bowl ads impact consumer behavior?
Studies show that Super Bowl ads significantly boost brand awareness and website traffic. For tech companies, especially those in emerging sectors, the exposure can accelerate user acquisition and market penetration.
Which non-tech brands stood out in 2022?
Beyond tech, Budweiser’s emotional return and Pepsi’s star-packed halftime sponsorship stood out. Additionally, Rocket Mortgage’s Barbie-themed ad with Anna Kendrick generated strong social media engagement.
Will we see more tech-focused ads in future Super Bowls?
Absolutely. As technologies like AI, blockchain, VR, and decentralized finance mature, expect continued investment from tech firms seeking cultural relevance and consumer trust.
Final Thoughts
Super Bowl 2022 wasn’t just about football—it was a showcase of where technology intersects with culture, entertainment, and finance. From Meta’s ambitious metaverse pitch to crypto exchanges betting big on mass adoption, the ads revealed a shared belief: the future is digital.
As consumers become more comfortable with virtual identities, digital wallets, and online communities, brands will continue leveraging mega-events like the Super Bowl to guide that transition. And for innovators, visibility isn’t just about sales—it’s about shaping perception.
In this new era of digital transformation, one thing is certain: whether you’re launching a token or a TV series, if you want attention, you play in the big game.
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