Super Bowl ads in 2022 were heavy on the humour, as marketers try to inject some entertainment into real-life fatigue.
This was a departure from the last two years where brands managed their position during the pandemic, racial justice movement and election year. This year, marketers, it seems, didn’t want to go anywhere near politics or issues that could be viewed as controversial.
A generation raised on absurdist humour is eating up entertainment and marketing that isn’t afraid to get weird. To capture their attention these days it seems the more random and bizarre, the better. 77% of Gen Zs said that the ads they tend to talk about with their friends are funny, followed by 59% who react to those that are random and unexpected.
The majority of Gen Z grew up watching shows that featured surrealist humour. These shows celebrated the ridiculous and paid no attention to traditional children’s entertainment norms (think: Family Guy, Rick & Morty, Twitch streaming, etc.). Gen Zs are approaching adult entertainment with these expectations baked in.
These young consumers aren’t just marketing savvy, they’ve seen it all. Right now, surreal, insane, nonsensical content is one category that still takes them by surprise and makes them talk. And we all know the importance of buzz.