Morning Brew - ☕ Tale as old as time

Movie trailers in the Super Bowl.
February 01, 2023

Marketing Brew

It’s Wednesday. And the Philadelphia Eagles are going to the Super Bowl, which can only mean that a Wawa Super Bowl spot can’t be ruled out, right?

In today’s edition:

—Kelsey Sutton, Minda Smiley, Andrew Adam Newman


Grab the popcorn

an image of Paul Rudd in Heineken's Super Bowl ad Heineken via YouTube

After the number of theatrical release trailers airing during the big game dropped considerably in the first years of Covid, movie studios are expected to come back to the broadcast this year in a big way. A trailer for DC’s The Flash and the latest Fast & Furious film, Fast X, are expected to air during the game, while Marvel’s upcoming Ant-Man and the Wasp: Quantumania will be promoted as part of a co-branded spot with Heineken’s nonalcoholic beer.

But there’s a catch: After a brutal few years for the film industry, movie studios may never go back to airing as many trailers as they once did during the Super Bowl, according to Stuart Schwartzapfel, EVP, media partnerships at the data firm iSpot.

“With fewer movies and fewer blockbuster titles, deciding what gets prominently featured during the biggest media moment of the entire year becomes a much more selective decision,” Schwartzapfel told us.

Step back: In 2018, there were ads for seven movies (Avengers: Infinity War, Mission: Impossible—Fallout, Skyscraper, Solo: A Star Wars Story, Jurassic World: Fallen Kingdom, A Quiet Place, and Red Sparrow) during the Super Bowl broadcast, according to iSpot.

  • In 2019, ads aired for six movies: Scary Stories to Tell in the Dark, Fast & Furious Presents: Hobbs & Shaw, Captain Marvel, Avengers: Endgame, Toy Story 4, and Alita: Battle Angel. By 2020, five movies got big-game trailers.

There’s a reason why there are normally several trailers during the game: they do really well. During the 2019 Super Bowl, for example, trailers for the Marvel films Avengers: Endgame and Captain Marvel together accounted for more than a third of all digital engagement around Super Bowl ads, per iSpot.

Keep reading here.—KS



Super survey

an image of the E-trade baby E-Trade via Giphy

Last week, we surveyed readers to find out your favorite Super Bowl ads of all time and more. Check out some of your responses below.

Famous faces : If you could cast any celebrity in a Super Bowl ad, who would it be? We asked this question and got a pretty eclectic mix of responses, ranging from Weird Al Yankovic to Tom Selleck to Beyoncé. Names that repeatedly popped up include Jennifer Coolidge, Ryan Reynolds, and Kevin Hart.

Someone said they’d want to see the cast of Seinfeld reunite, which we can only hope would involve a co-branded spot for Junior Mints, Pez, and Jujyfruits. Meanwhile, another reader told us they’d pick Emma Chamberlain “for some true Gen Z representation.”

Don’t do it: We’re gonna go ahead and guess that it’s not easy to pull off a successful Super Bowl campaign. Still, some of you seem to think brands could be doing more to ensure their ads go over well. When we asked what marketers get wrong about Super Bowl advertising, we received lots of different responses.

A smattering:

  • “Don’t rely on anyone hearing your ad! In this cord-cutting age, most people (and key demos!) gather in large groups or noisy bars to watch.”
  • “Spending on big-name celebs instead of an awesome, creative idea. I may be biased as a videographer, but I am much more interested in a good story or captivating scene/shot selection than I am [in] who the talking head is.”
  • “I think they have had a tendency to play directly to sports/football fans when casting and writing. If I don’t know [that] a character is a former winning coach or whatever, then your joke is going to fall flat (having to work their credentials into the script only makes this worse).”

Read more here.—MS



The story of Coke’s glass bottle

Four Coke bottles, from early versions to the latest version. Mehmet Hilmi Barcin/Getty Images

Coca-Cola is one of the biggest Super Bowl advertisers, and the company’s iconic glass bottle has made many appearances in its game-day ads. Retail Brew’s Andy Adam Newman recently looked at the history of Coke’s glass bottle and how it came to be. Read a snippet below or click here for the full story.

By 1915, the company decided that the way to foil the knock-offs was to develop and patent an inimitable bottle. They sent a design brief to around 10 glass companies across the country, with a simply worded challenge for a complicated task: develop a “bottle so distinct that you would recognize it by feel in the dark or lying broken on the ground.”


French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

Let’s get some shoes: How Converse brings ideas to life in its “innovation lab.”

Visuals: A look at why creatives shouldn’t worry about AI art (at least not yet).

Star light, star bright: If you’re not familiar with Snapchat’s Spotlight tab, check out this primer.

More money, more problems? Not when it comes to your marketing budget. Join our Financial Forecasting course and learn what it takes to secure the dollars you need to succeed. Click here to lock in your seat.

Take a W: Winning an ANDY Award is good for a creative’s soul. It’s like getting a much-needed hit of affirmation for hard work, and what wins here often wins at other major shows. Get validation.*

*This is sponsored advertising content.


  • Spotify grew its monthly active users to 489 million last quarter, up 20% year over year. Still, the company is changing its podcast strategy.
  • Yahoo is hinting at a comeback to search. Just don’t bring back the yodeling.
  • TikTok is promoting its NFL TikTok Tailgate livestream “as a live destination for major brands” ahead of the Super Bowl, per Ad Age.
  • McDonald’s said its “adult Happy Meals” helped the fast-food chain bolster sales last quarter.
  • Uber’s Super Bowl ad will star Sean “Diddy” Combs.


Stat: Fewer than half (43%) of 71 publisher professionals recently surveyed by Digiday “said they agree that their companies’ advertising revenue will grow this year.”

Quote: “Jesus turned water into wine and still had to buy a :30 spot in the AFC championship game, so don’t tell me your product doesn’t need advertising.”—@rga  tweeted on Sunday

Read: “As Cookies Wane, Retargeting Protocol Fledge Emerges as Privacy Sandbox Favorite” (Adweek)


Share Marketing Brew with your coworkers, acquire free Brew swag, and then make new friends as a result of your fresh Brew swag.

We’re saying we’ll give you free stuff and more friends if you share a link. One link.

Your referral count: 2

Click to Share

Or copy & paste your referral link to others:


Written by Kelsey Sutton, Minda Smiley, and Andrew Adam Newman

Was this email forwarded to you? Sign up here.

Take The Brew to work

Get smarter in just 5 minutes

Business education without the BS

Interested in podcasts?

  • Check out ours here

Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright © 2023 Morning Brew. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

Key phrases

Older messages

☕ Free wi-fi

Wednesday, February 1, 2023

The dodo could get a second chance... February 01, 2023 View Online | Sign Up | Shop 10% Off Morning Brew TOGETHER WITH Facet Good morning. It's a new month, which means that a fresh slate of shows

☕ Fee for all

Tuesday, January 31, 2023

Tipflation: “Kitchen appreciation” fees. January 31, 2023 Retail Brew TOGETHER WITH Ware2Go Good afternoon! In today's edition of “brand collaborations that nobody asked for,” we've got the

☕ Pick me

Tuesday, January 31, 2023

Deciding Super Bowl success. January 31, 2023 Marketing Brew TOGETHER WITH It's Tuesday. Nearly three-quarters of last year's Super Bowl ads featured celebrities, according to iSpot,

🧬 Biotech breakthrough

Tuesday, January 31, 2023

Check out a first-to-market opportunity for patients and investors. TOGETHER WITH As the world's population ages, biotech companies are under pressure to make advances in regenerative treatments

☕ Birkin battle

Tuesday, January 31, 2023

Why there's a big fight brewing over digital purses... January 31, 2023 View Online | Sign Up | Shop 10% Off Morning Brew TOGETHER WITH RAD Diversified Good morning. The slow, lumbering migration

The Honey Trap

Thursday, March 23, 2023

The FBI used an undercover cop with pink hair to spy on activists and manufacture crimes. MOST READ The FBI Used an Undercover Cop With Pink Hair to Spy on Activists and Manufacture Crimes Trevor

TikTok, Organ Transplant Overhaul, and Allergy Hotspots

Thursday, March 23, 2023

Facts, without motives. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

A Betrayal Lets Big Pharma Profiteer Off Cancer Drug

Thursday, March 23, 2023

Rejecting cancer patients' petition, the Biden administration refuses to use the power its HHS Secretary demanded Trump use. A Betrayal Lets Big Pharma Profiteer Off Cancer Drug By The Lever • 23

Say your piece

Thursday, March 23, 2023

It's been a busy month for Popular Information. Here are a few highlights from our reporting over the last 30 days: Popular Information authorit… ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

☕ We don't <3

Thursday, March 23, 2023

The Supreme Court considers a dog poop joke... March 23, 2023 View Online | Sign Up | Shop 10% Off Morning Brew SPONSORED BY tastytrade Good morning. It's a big day: TikTok's CEO is testifying

Numlock News: March 23, 2023 • Gladiators, Oreos, Dolphins

Thursday, March 23, 2023

By Walt Hickey Fraud A Massachusetts man was sentenced to four and a half years in prison after pleading guilty to running a sophisticated romance fraud scheme from 2016 to 2020. Targeting mostly older

Supreme Court weighs trademarks - Organ transplant reform - 3D-printed food

Thursday, March 23, 2023

Fed interest rate hike • Uganda anti-gay bill • Supreme Court trademark case • 3D-printed cake • Organ transplant reform • 23 MAR 2023 View in browser The Factual Facts, not fear. TRENDING TOPICS Fed

SpaceX tries to de-orbit Amazon's request for a satellite broadband shortcut [Thu Mar 23 2023]

Thursday, March 23, 2023

Hi The Register Subscriber | Log in The Register {* Daily Headlines *} 23 March 2023 satellite SpaceX tries to de-orbit Amazon's request for a satellite broadband shortcut Stop the presses:

Creator funds are even more bullshit than we realized

Thursday, March 23, 2023

PLUS: How Matt Navarra turned his marketing newsletter into a six-figure business ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

What A Day: D.A.-break

Thursday, March 23, 2023

We're getting whiplash with all of these legal updates someone please indict this man already. Wednesday, March 22, 2023 BY JULIA CLAIRE & CROOKED MEDIA - Rep. John Joyce (R-PA) describing