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Why Do I Recognize Everyone in these Ads? Explaining the Halo Effect Using Super Bowl Commercials

April 25th, 2022 No comments

The Super Bowl is one of the largest, most publicized sporting events in the world. And, even if you don’t know a thing about football, odds are you watch the Super Bowl to see the ads, or you look them up on YouTube the next day so you’re up to speed on the ones people are talking about. My personal favorite is the Bubly seltzer commercial with Michael Bublé. Michael Bublé is probably best known for his Christmas albums, but he also has a lot of non-holiday music that has made him a well-known and successful artist all around the world. In the commercial, Michael walks into a convenience store and looks at the rows of Bubly seltzers, then sits on the floor with a sharpie and changes them all to say Bublé instead of Bubly, as seen in the photo below. He also calls it Bublé seltzer instead of Bubly seltzer, and refuses to believe the workers when they tell him he is wrong.

Michael Bublé Stars in Bubly’s Super Bowl Ad

As mentioned above, Michael Bublé is pretty much the Christmas music representative of this generation (and every generation) and he has become a fairly popular household name. So, naturally, he would have to be in a Super Bowl commercial for one company or another. Big brands using famous celebrities in their ads demonstrates what is called the halo effect: brands like to use attractive, well-known people in their ads because when we see someone we have positive thoughts about, we will associate those positive attributes with the product they are advertising. Everyone loves Michael Bublé, or can at least feel favorably about him after seeing his charismatic personality in the commercial, so everyone will want to love Bubly seltzer, the product he is advertising. I mean, look at the picture of him sitting on the floor changing Bubly to Bublé. Who wouldn’t love that face?

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