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In addition to being America’s professional football championship, the Super Bowl is also the most-watched TV event in America each year. With all those eyeballs attached to it, big game attracts advertisers like bees to honey. To stand out, there’s something of an arms race in terms of Super Bowl ads, with each advertiser hoping to stand out and be remembered as “the best” in a given year.
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Unfortunately for businesses and investors, producing a witty or memorable ad doesn’t always translate into actual success. In fact, often the companies with the brightest ads turn out to be the worst investments. While some perennial Super Bowl commercial champions, like Budweiser, have long-term staying power, many companies with notable Super Bowl ads in 2022 haven’t fared as well.
Basing an investment portfolio around your favorite Super Bowl commercials is a gimmicky strategy, not one that investors are likely to realistically follow. However, it’s interesting to see how well the companies creating notable Super Bowl ads in 2022 have fared in the stock market – and if they got any value out of the $6.5 million they probably spent on an average 30-second ad.
FTX (token: FTT)
- Memorable advertisement: Don’t miss
- Token price from Super Bowl 2022: $44.52
- Token price as of January 6, 2023: $0.908
- How much you would have lost by investing: -98%
Crypto Exchange FTX’s now infamous “Don’t Miss Out” advertisement will undoubtedly go down in history as both ironic and tragic. Combining world-changing events like the invention of the wheel with the advent of cryptocurrency, famed comedian Larry David gave the ad extra notoriety. But former FTX founder prodigy Sam Bankman-Fried is now in federal custody as allegations of billions of dollars in fraud and outright theft have reportedly dropped his personal fortune by more than $26 billion. at $100,000.
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Rocket Mortgage (RKT)
- Memorable advertisement: Dream house with Anna Kendrick and Barbie
- Super Bowl 2022 Stock Price: $12.26
- Share price on January 6, 2023: $7.47
- How much you would have lost by investing: -39%
Rocket Mortgage enlisted Hollywood star Anna Kendrick to help with its 2022 ad, which featured nothing less than Mattel’s Barbie struggling to buy a house without help from Rocket Mortgage. However, with the housing market affected by rising interest rates, Rocket Mortgage has had a difficult time in the stock market.
Square space (SQSP)
- Memorable advertisement: Sally’s Seashells
- Super Bowl 2022 Stock Price: $31.45
- Share price on January 6, 2023: $21.40
- How much you would have lost by investing: -32%
Hollywood It Girl Zendaya starred in a well-received ad showing how Squarespace can help anyone sell anything, including “Sally’s Seashells.” However, the company and its shares have faced a more difficult situation in 2022, as revenues have slowed.
Budweiser (BUD)
- Memorable advertisement: The journey of a Clydesdale
- Super Bowl 2022 Stock Price: $62.57
- Share price on January 6, 2023: $61.09
- How much you would have lost by investing: –2.4%
Budweiser apparently has memorable Super Bowl ads every year, and 2022 was no different. Featuring the love between a dog and the brand’s signature Clydesdale, the company’s advertising was once again less about its product and more about tugging at the heartstrings. Compared to many other companies in 2022, Budweiser’s stock has actually held up quite well — though that’s probably not due to its Super Bowl publicity.
Caravan (CVNA)
- Memorable advertisement: Mom shares too much
- Super Bowl 2022 Stock Price: $141.35
- Share price on January 6, 2023: $4.41
- How much you would have lost by investing: -96.9%
Carvana is the headliner of pandemic-era stocks that have since collapsed. A darling of Wall Street when almost anyone who wanted a car had to buy it online, a host of factors, from falling used car prices to rising interest rates to poor management general, doomed the stock in 2022. The Oversharing Mom ad successfully showed just how happy the Carvana experience could be, at least when times were good.
Coinbase (COIN)
- Memorable advertisement: QR Code
- Super Bowl 2022 Stock Price: $194.53
- Share price on January 6, 2023: $33.26
- How much you would have lost by investing: -82.9%
The Coinbase Super Bowl 2022 ad has grabbed headlines for its straightforwardness and simplicity. Consisting of a QR code that slowly bounced around the screen like a game of Pong, the ad raised enough questions and curiosity to keep Coinbase in the national press for weeks. Unfortunately, the crypto winter of 2022 has completely devastated the stock exchange.
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