Born Licensing’s David Born has written a piece for Adweek leading up to the 2020 Super Bowl. He has highlighted the role entertainment IP is playing in the ads this year.  

He writes:

Super Bowl 54 is upon us, as are the highly-anticipated advertising campaigns.

Last year for Super Bowl 53 we saw a range of well received spots that featured entertainment IP in one way or another. Bud Light aligned with Game of Thrones; Mercedes Benz featured Lassie, Free Willy and Looney Tunes characters; Stella Artois brought together the unlikely combination of Sex and the City’s Carrie Bradshaw and The Big Lebowski’s The Dude. And, of course, who could forget the incredible ensemble in the Walmart spot that starred the Batmobile, Ghostbusters, Knight Rider, Bumblebee, Lightning McQueen and many more famous cars from movies and TV shows.

This year for Super Bowl 54, advertisers have chosen to include entertainment IP at least twice as much as last year. Walmart has gone back to back with their new “Out of This World” campaign, this time featuring well known movie and TV aliens and space characters. “Famous Visitors” stars Buzz Lightyear, Flash Gordon, Bill from Bill and Ted, characters from Men in Black, The Lego Movie, Star Wars and an incredible scene honoring the 2016 film Arrival.

Click here to read the full article.

Born Licensing worked on both the Walmart and Facebook campaigns.