Why The Nerds Super Bowl 2024 Commercial Isn’t As Bad As You Think

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Addison Rae has 88.6 million TikTok followers and 36.2 million Instagram followers, but unless you’re active on social media, chances are you’ve never heard her name before — and that’s the coolest part of this commercial. It’s refreshing to see a candy commercial actually be playful and fun. Rae is certainly famous, but she really isn’t recognizable to folks beyond the TikTok world. If anything, the ad relies on the cult following of “Flashdance.” It’s a welcome shift away from the random, seemingly inexplicable celebrity cameos that seem to dominate Super Bowl ads lately. The Nerds clip is effective and cute, rather than obviously expensive and lackluster.

The TikTok appeal keeps Nerds relevant to younger modern audiences. As Nerds Chief Marketing Officer Greg Guidotti notes via Variety, the past five years have seen sales spike from $50 million to $500 million, and the push was spearheaded by the Gummy Clusters. The fact that Rae danced in the commercial brings TikTok to the big screen and catapults brand recognition on the world stage in one fell swoop. “Food TikTok” has undeniably made its mark on the culinary world, and the Nerds ad successfully expands the brand universe, appealing to nostalgia while still being silly and inclusive to candy-loving fans of all ages.

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