For the average 30-second Super Bowl advertisement, it costs about $6.5 million in 2022. So there's no doubt that marketing teams behind brands betting big on this year's championship game, in which the Cincinnati Bengals will face off against the Los Angeles Rams on Sunday, have put a lot of thought into what will best resonate with viewers.
This year, that's predominantly a dose of nostalgia, alongside a sprinkling of cryptocurrency. There are also some electric vehicles, a mind-reading Alexa and robots thrown in there for good measure.
After a heavy couple of years through the pandemic, during which Super Bowl viewership declined, marketers are banking on that warm, fuzzy feeling that comes from looking into the past, while laying out an optimistic future.
A dose of nostalgia for Verizon, GM and Frito-Lay's
Jim Carrey, for example, will reprise his role from The Cable Guy, which was directed by Ben Stiller back in the mid-1990s, for a Verizon ad on 5G internet that's already seen a teaser get people talking.
Another 1990s film (or, in this case, film series) that is being revived is Austin Powers, as Mike Myers dons the Dr Evil suit once again for automaker GM's ad, inspired by the spy comedy trilogy that debuted in 1997.
The Frito-Lay's comedic ad is literally called Golden Memories and features actors Seth Rogan and Paul Rudd, playing themselves, as they reminisce over milestone friendship moments ahead of Rogan's marriage to a zombie-ghost he met when buying his house, all set to Shania Twain's 1997 hit tune You're Still the One.
“Nostalgia is a really good way to tap into positive memories that large portions of viewing audience will have,” Mitchell Olsen, assistant professor of marketing at the University of Notre Dame’s Mendoza College of Business, told CNBC. “It’s an opportunity to attach your brands with some of those positive associations.”
Are we entering the Crypto Bowl?
The fact this year's Super Bowl is being dubbed by media outlets as the Crypto Bowl tells us enough. It's the first time cryptocurrency companies have launched their products on the world's biggest advertising stage.
A whole host of cryptocurrency companies have bought slots, but are being fairly secretive as to what we can expect.
Crypto.com, which has had Matt Damon star in its commercials, has a spot, as does cryptocurrency exchange FTX, which reportedly plans to give away Bitcoin during the slot.
Binance hasn't bought an ad spot during the game, but is running a whole campaign around it, with a message to potential buyers not to take investment advice from big-name celebrities who often front crypto ads. "Trust yourself" and "do your own research" are the takeaway messages here, ironically delivered by famous face and NBA star Jimmy Butler.
Even companies not directly involved in the space are exploring blockchain technology within their campaigns. For example, Budweiser has said it will run an online NFT contest during the game, while Bud Light's first zero-carb beer will launch its campaign with an NFT collection.
Besides the ads, crypto is still talk of the Super Bowl, as Canadian rapper Drake has gone all-in with a $1.3 million bet in Bitcoin on the Los Angeles Rams.
Self-aware celebrities front Super Bowl ads, from Lindsay Lohan to Colin Jost
As with every year, brands have not only shelled out millions to run the ad, but to also ensure some of today's biggest celebrities are fronting their campaigns.
Idris Elba has famously fronted an ad for Booking.com that's gone down well as the Luther star brings his usual brand of entertaining charm to this rather self-aware segment that pokes fun at the company, saying it's "not lit". It's had more than 14 million views on YouTube since it dropped on February 9.
Then there's Parent Trap actress Lindsay Lohan who's taken a break from arranging her wedding from her home in Dubai to return to the screen for a Planet Fitness campaign. It also features Dennis Rodman, William Shatner and Danny Trejo as the premise aims to answer one question: "What's gotten into Lindsay?"
In this case, it's Lohan being self-aware, as it references the star's past DUI and paparazzi-fuelled history, implying she's now returned to a state of normality. Shatner narrates her every move, as it ends with: "Maybe it's not what's gotten into Lindsay, it's what Lindsay's gotten into." That's Planet Fitness, of course.
Scarlett Johansson and husband, American comedian Colin Jost, also team up for a funny Alexa ad that explores life if Amazon's AI device could read your mind, in another example of self deprecation from celebrities.
In one scene, Johansson rehearses for a play and when Jost asks when her show opens, Alexa says, "setting reminder to fake your own death on March 8".
In another, the couple are having a dinner party where one guest compliments the quality of the seafood, and Alexa pipes up: "Announcement: Colin left the oysters in the car for five hours."
Jost ends the clip with: "It's probably better Alexa can't read your mind."
UAE squad
Esha Oza (captain), Al Maseera Jahangir, Emily Thomas, Heena Hotchandani, Indhuja Nandakumar, Katie Thompson, Lavanya Keny, Mehak Thakur, Michelle Botha, Rinitha Rajith, Samaira Dharnidharka, Siya Gokhale, Sashikala Silva, Suraksha Kotte, Theertha Satish (wicketkeeper) Udeni Kuruppuarachchige, Vaishnave Mahesh.
UAE tour of Zimbabwe
All matches in Bulawayo
Friday, Sept 26 – First ODI
Sunday, Sept 28 – Second ODI
Tuesday, Sept 30 – Third ODI
Thursday, Oct 2 – Fourth ODI
Sunday, Oct 5 – First T20I
Monday, Oct 6 – Second T20I
Bio
Born in Dubai in 1994
Her father is a retired Emirati police officer and her mother is originally from Kuwait
She Graduated from the American University of Sharjah in 2015 and is currently working on her Masters in Communication from the University of Sharjah.
Her favourite film is Pacific Rim, directed by Guillermo del Toro
Tuesday's fixtures
Kyrgyzstan v Qatar, 5.45pm
India squad for fourth and fifth Tests
Kohli (c), Dhawan, Rahul, Shaw, Pujara, Rahane (vc), Karun, Karthik (wk), Pant (wk), Ashwin, Jadeja, Pandya, Ishant, Shami, Umesh, Bumrah, Thakur, Vihari
TOURNAMENT INFO
Women’s World Twenty20 Qualifier
Jul 3- 14, in the Netherlands
The top two teams will qualify to play at the World T20 in the West Indies in November
UAE squad
Humaira Tasneem (captain), Chamani Seneviratne, Subha Srinivasan, Neha Sharma, Kavisha Kumari, Judit Cleetus, Chaya Mughal, Roopa Nagraj, Heena Hotchandani, Namita D’Souza, Ishani Senevirathne, Esha Oza, Nisha Ali, Udeni Kuruppuarachchi
Countries offering golden visas
UK
Innovator Founder Visa is aimed at those who can demonstrate relevant experience in business and sufficient investment funds to set up and scale up a new business in the UK. It offers permanent residence after three years.
Germany
Investing or establishing a business in Germany offers you a residence permit, which eventually leads to citizenship. The investment must meet an economic need and you have to have lived in Germany for five years to become a citizen.
Italy
The scheme is designed for foreign investors committed to making a significant contribution to the economy. Requires a minimum investment of €250,000 which can rise to €2 million.
Switzerland
Residence Programme offers residence to applicants and their families through economic contributions. The applicant must agree to pay an annual lump sum in tax.
Canada
Start-Up Visa Programme allows foreign entrepreneurs the opportunity to create a business in Canada and apply for permanent residence.
The specs
Engine: Long-range single or dual motor with 200kW or 400kW battery
Transmission: Single-speed automatic
Max touring range: 620km / 590km
Price: From Dh250,000 (estimated)
Specs
Engine: Electric motor generating 54.2kWh (Cooper SE and Aceman SE), 64.6kW (Countryman All4 SE)
Power: 218hp (Cooper and Aceman), 313hp (Countryman)
Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
On sale: Now
Price: From Dh158,000 (Cooper), Dh168,000 (Aceman), Dh190,000 (Countryman)
Match info
Bournemouth 1 (King 45 1')
Arsenal 2 (Lerma 30' og, Aubameyang 67')
Man of the Match: Sead Kolasinac (Arsenal)
Red flags
- Promises of high, fixed or 'guaranteed' returns.
- Unregulated structured products or complex investments often used to bypass traditional safeguards.
- Lack of clear information, vague language, no access to audited financials.
- Overseas companies targeting investors in other jurisdictions - this can make legal recovery difficult.
- Hard-selling tactics - creating urgency, offering 'exclusive' deals.
Courtesy: Carol Glynn, founder of Conscious Finance Coaching
Killing of Qassem Suleimani
COMPANY%20PROFILE
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Company%20Profile
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Company profile
Date started: 2015
Founder: John Tsioris and Ioanna Angelidaki
Based: Dubai
Sector: Online grocery delivery
Staff: 200
Funding: Undisclosed, but investors include the Jabbar Internet Group and Venture Friends
Specs
Engine: Duel electric motors
Power: 659hp
Torque: 1075Nm
On sale: Available for pre-order now
Price: On request
Evacuations to France hit by controversy
- Over 500 Gazans have been evacuated to France since November 2023
- Evacuations were paused after a student already in France posted anti-Semitic content and was subsequently expelled to Qatar
- The Foreign Ministry launched a review to determine how authorities failed to detect the posts before her entry
- Artists and researchers fall under a programme called Pause that began in 2017
- It has benefited more than 700 people from 44 countries, including Syria, Turkey, Iran, and Sudan
- Since the start of the Gaza war, it has also included 45 Gazan beneficiaries
- Unlike students, they are allowed to bring their families to France
Five healthy carbs and how to eat them
Brown rice: consume an amount that fits in the palm of your hand
Non-starchy vegetables, such as broccoli: consume raw or at low temperatures, and don’t reheat
Oatmeal: look out for pure whole oat grains or kernels, which are locally grown and packaged; avoid those that have travelled from afar
Fruit: a medium bowl a day and no more, and never fruit juices
Lentils and lentil pasta: soak these well and cook them at a low temperature; refrain from eating highly processed pasta variants
Courtesy Roma Megchiani, functional nutritionist at Dubai’s 77 Veggie Boutique
COMPANY%20PROFILE
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Company%C2%A0profile
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How much do leading UAE’s UK curriculum schools charge for Year 6?
- Nord Anglia International School (Dubai) – Dh85,032
- Kings School Al Barsha (Dubai) – Dh71,905
- Brighton College Abu Dhabi - Dh68,560
- Jumeirah English Speaking School (Dubai) – Dh59,728
- Gems Wellington International School – Dubai Branch – Dh58,488
- The British School Al Khubairat (Abu Dhabi) - Dh54,170
- Dubai English Speaking School – Dh51,269
*Annual tuition fees covering the 2024/2025 academic year
2025 Fifa Club World Cup groups
Group A: Palmeiras, Porto, Al Ahly, Inter Miami.
Group B: Paris Saint-Germain, Atletico Madrid, Botafogo, Seattle.
Group C: Bayern Munich, Auckland City, Boca Juniors, Benfica.
Group D: Flamengo, ES Tunis, Chelsea, (Leon banned).
Group E: River Plate, Urawa, Monterrey, Inter Milan.
Group F: Fluminense, Borussia Dortmund, Ulsan, Mamelodi Sundowns.
Group G: Manchester City, Wydad, Al Ain, Juventus.
Group H: Real Madrid, Al Hilal, Pachuca, Salzburg.
The alternatives
• Founded in 2014, Telr is a payment aggregator and gateway with an office in Silicon Oasis. It’s e-commerce entry plan costs Dh349 monthly (plus VAT). QR codes direct customers to an online payment page and merchants can generate payments through messaging apps.
• Business Bay’s Pallapay claims 40,000-plus active merchants who can invoice customers and receive payment by card. Fees range from 1.99 per cent plus Dh1 per transaction depending on payment method and location, such as online or via UAE mobile.
• Tap started in May 2013 in Kuwait, allowing Middle East businesses to bill, accept, receive and make payments online “easier, faster and smoother” via goSell and goCollect. It supports more than 10,000 merchants. Monthly fees range from US$65-100, plus card charges of 2.75-3.75 per cent and Dh1.2 per sale.
• 2checkout’s “all-in-one payment gateway and merchant account” accepts payments in 200-plus markets for 2.4-3.9 per cent, plus a Dh1.2-Dh1.8 currency conversion charge. The US provider processes online shop and mobile transactions and has 17,000-plus active digital commerce users.
• PayPal is probably the best-known online goods payment method - usually used for eBay purchases - but can be used to receive funds, providing everyone’s signed up. Costs from 2.9 per cent plus Dh1.2 per transaction.
The specs
- Engine: 3.9-litre twin-turbo V8
- Power: 640hp
- Torque: 760nm
- On sale: 2026
- Price: Not announced yet
F1 The Movie
Starring: Brad Pitt, Damson Idris, Kerry Condon, Javier Bardem
Director: Joseph Kosinski
Rating: 4/5
Global Fungi Facts
• Scientists estimate there could be as many as 3 million fungal species globally
• Only about 160,000 have been officially described leaving around 90% undiscovered
• Fungi account for roughly 90% of Earth's unknown biodiversity
• Forest fungi help tackle climate change, absorbing up to 36% of global fossil fuel emissions annually and storing around 5 billion tonnes of carbon in the planet's topsoil
Our legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
SPEC%20SHEET
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UAE currency: the story behind the money in your pockets