Super Bowl Sunday is one of the biggest nights of the year for marketers, and these days the advertising action kicks off weeks in advance, with brands releasing teasers of their Big Game spots to stir up excitement and attention.
Heineken got onto the field extra early this year, debuting a teaser for Heineken 0.0 (its non-alcoholic offering) on January 9 — more than a month before Super Bowl LVII. Heineken 0.0’s Big Game appearance will be the first for the non-alcoholic beer category, so the brand is making a big splash by collaborating with Marvel. The teaser shows Ant-Man (played by Paul Rudd) taking a quick beer break. His aptly-named ant companion, Anton, is quick to judge. Ant-Man explains it’s an alcohol-free Heineken 0.0 before dashing off screen to save the day.
Since the teaser began airing, “Ant-Man and the Wasp: Quantumania: Don’t Judge” has generated over 603 million TV ad impressions with an estimated national TV ad spend of $9.7 million. Among the food & beverage: beer category, it was the most-seen ad in January and has held down the “top teaser” title in the Super Bowl Ad Center from iSpot.
iSpot’s survey-based Ace Creative Assessment examined consumer responses to the commercial, and found that it engaged and held viewer Attention* and exceeded alcoholic beverage industry norms for Likeability*, Watchability*, Information* and Change*. Additionally, the ad has driven 39% Positive Purchase Intent* among surveyed viewers.
Second-by-Second Viewer Engagement for “Ant-Man and the Wasp: Quantumania: Don’t Judge”
iSpot’s analysis of viewers’ emotional response revealed that “Ant-Man and the Wasp: Quantumania: Don’t Judge” sparked Curiosity*, with the beverage visuals evoking a Thirsty* reaction and Rudd’s playful response to Anton received as Funny*.
The collaboration with Marvel and promotion for the new Ant-Man movie resonated positively with viewers: 27% of survey respondents cited the characters as the single best thing about the ad.
“Good ad had humor and a popular movie/comic book character. Also it’s interesting that Heineken makes a non alcoholic beer.”
– Male 36-49
“Funny! Love love Paul and Ant-Ton! They are great! And now Heineken has alcohol free for those days that you want to taste a cold cold beer but can’t have the effects! Perfect!”
– Female 36-49
“I like the ad because it had Ant-Man in it and he’s really big right now one of my favorite Marvel characters”
– Male 21-35
Want more Super Bowl LVII ad insights ahead of the game? Visit iSpot’s Super Bowl 2023 Ad Center for a deeper look at some of the top 2023 teasers and emerging pre-game trends as well as real-time updates and analytics on Game Day.
Glossary:
- Attention: Measures the extent to which survey respondents find a video ad attention-grabbing.
- Likeability: Measures the extent to which survey respondents like a video ad.
- Information: Measures the extent to which survey respondents find a video ad informative.
- Change: Measures the extent to which survey respondents sensed the company is moving in a new direction.
- Positive Purchase Intent: The percent of Creative Assessment survey respondents that reported an increased desire to purchase or visit a given brand or product after watching an ad.
- Curiosity, Thirsty and Funny are three of the 57 emotional metrics iSpot Creative Assessment measures for every TV and video ad.