No Pizza, Pizza

After airing its first Tremendous Bowl industrial in 2020, Little Caesars received’t return to the Massive Sport this 12 months, Advert Age’s Jessica Wohl studies. “I believe you’ve obtained to have one thing actually essential to say,” Chief Advertising Officer Jeff Klein, who helped satisfied the family-owned chain to spend on the Tremendous Bowl in 2020, mentioned in the course of the “Marketer’s Brief” podcast. “We’re not a model that has an issue with unaided consciousness.” 

Final 12 months, when Little Caesars introduced its new supply choice, it made sense to fork over just a few million {dollars} for air time. However amid COVID, manufacturers want to think twice about committing to such a pricey occasion in an unsure local weather.

Little Caesars is one among a number of entrepreneurs who’ve marketed within the recreation in recent times and plan to take a seat out this 12 months. Sabra Hummus received’t return after making its debut final 12 months, and neither will Fb. The social community as a substitute plans to focus its efforts on the Grammy Awards (which on Tuesday have been postponed to March), in response to an organization spokeswoman.

Olay additionally received’t deliver its female-focused messaging again to the Tremendous Bowl. After airing commercials within the final two video games, the Procter & Gamble magnificence model has not purchased industrial time in 2021. The corporate is dedicated to its messaging round ladies in STEM for the following decade, and this 12 months will lean extra closely into the Worldwide Day of Ladies and Women in Science on Feb. 11.

The longest-running Tremendous Bowl advertiser to take a seat out this 12 months is Avocados From Mexico, which is breaking its six-year streak. The corporate mentioned in October it’ll use this 12 months to “reinvent itself.”

You possibly can check out prior Tremendous Bowl adverts from these firms and plenty of others in our voluminous, searchable Super Bowl Ad Archive.