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Adrianne Pasquarelli @SheLikesToShop

Covering retail and finance for @adage. Formerly with @CrainsNewYork.

Joined June 2010
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7 Photos and videos
This 90-second ad is a pricey #SuperBowl debut for Novo Nordisk, which is spending some $12 million to talk about risks and side effects alone.
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Early reads on the Novartis #SBLX “Relax Your Tight End” ad showed 52.6% of people had intense positive emotional response, per AI-powered platform DAIVID. This is a second #SuperBowl ad appearance from the pharma brand.
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More on Levi's first #SuperBowl ad in 23 years adage.com/super-bowl/super-b…

Behind Levi’s cheeky Super Bowl ad

Levi’s first Super Bowl ad in 23 years is called “Backstory.”

adage.com
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Pepsi was an early winner of #SuperBowl ad releases this year, seeing higher engagement, likes and shares than other brands according to social listening data.
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This is a first #SuperBowl ad for Ro, which is one of several health care and pharma brands investing in the game. It’s become one of the game’s biggest brand categories. Here’s why: adage.com/super-bowl/aa-heal…

Health care and pharma brands are going all-in on the Super Bowl—behind the growing trend

Five health care and pharmaceutical brands have confirmed in-game buys and others will be in pregame.

adage.com
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State Farm is becoming a #SuperBowl regular. Marketing execs say the game “just allows us to make the money go farther.” This year they’re trying to reach every age group with a celebrity for everyone. #SBLX adage.com/super-bowl/aa-behi…

Behind State Farm’s Super Bowl ad strategy—and how it’s appealing to Gen Z

State Farm will air a spot featuring Keegan-Michael Key, Danny McBride, Hailee Steinfeld and Katseye as it uses the Super Bowl to appeal to multiple generations.

adage.com
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Manscaped gets the PuppyMonkeyBaby Award this year for weird. #SBLX #SuperBowl
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Expect to see more massive media buys from @HomesDotCom after #SuperBowl as this is only the beginning of its campaign. Read more: adage.com/article/special-re…

Behind the massive Super Bowl ad buy for Homes.com and Apartments.com

Real estate brand CoStar invested in multiple Super Bowl ad spots for its Homes.com and Apartments.com brands as it seeks to build awareness.

adage.com
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Temu again?! The #SuperBowl spot from Temu, which ran three times, was created in-house this year.
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By focusing on oncology in its #SuperBowl ad, Pfizer positions its 175-year-history for the future as it prepares to dedicate 40% of its R&D to cancer treatment. Read more: adage.com/article/special-re…

Why Pfizer’s Super Bowl spot promotes its corporate brand

Pfizer will air its first corporate brand spot in the Super Bowl, a 60-second ad that highlights medical discoveries and its 175-year history.

adage.com
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This is the first corporate brand #SuperBowl spot for Pfizer, which ran an Advil ad back in 2016.
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This is a first #SuperBowl buy for Etsy. The brand decided to air right before the #HalftimeShow to attract “the broadest audience possible,” the company told @AdAge.
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Outdoors retailer Bass Pro Shops is becoming a #SuperBowl regular. The brand had spots in 2021 and 2023 and now this year.
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A new agency-72andSunny-worked with E-Trade for #SuperBowl this year but it brought back the same baby, this time with a pickleball racquet.
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After last year’s #SuperBowl debut, Temu’s awareness skyrocketed and it became the most downloaded app in the U.S within weeks, with daily users surging 79% to 10.5 million from Dec. to late Feb.
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My 12-year-old on Tina Fey in the #SuperBowl ad for Booking.com: Look it's that lady from Mean Girls!
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This is the first of three #SuperBowl spots for @HomesDotCom as it relaunches its brand. What do you think of its choice of celeb spokespeople?
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This is the third consecutive #SuperBowl buy for Booking.com. This year’s Tina Fey-focused spot more than doubles the celebrity count of last year’s ad.
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After teasing out Arnold as Agent State Farm for the last few weeks, State Farm has finally given us a twist ending and it memorably includes being upstaged by his “Twins” co-star Danny DeVito. This is State Farm’s first #SuperBowl spot since 2021.
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Michael Cera for CeraVe is a callback to one of my favorite #SuperBowl spots when Michael Bublé promoted Pepsi’s Bubly “for no other reason than the word Bubly looks like Bublé” back in 2019.
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