Temu, the ecommerce platform known for offering quality merchandise at affordable prices, made its debut on advertising’s biggest stage with its commercial “Shop Like A Billionaire” at the Big Game on Sunday.
Temu’s Big Game debut puts it among the top tier of advertisers that have used the NFL championship final to reach out to US consumers. Advertising at the Big Game remains reserved for companies with deep pockets: a 30-second spot at this year’s game cost $7 million, according to Ad Age. The NFL estimates the total viewing audience for last year’s event to be over 208 million, or about two-thirds of the US population.
“We are thrilled to be part of the 2023 Big Game lineup and share Temu’s mission of quality at affordable prices,” a spokesperson for Temu said. “By using the largest stage possible, we aim to introduce more consumers to the exciting experience of shopping for the best products at the best prices on Temu.”
Since its launch in September 2022, Boston-based Temu has quickly captured public attention with its wide selection of quality merchandise at extremely low prices. Consumers have responded in kind, propelling Temu’s mobile app to the No. 1 ranking on major app stores by downloads since the start of 2023.
Temu offers affordable products amid inflation concerns
Temu’s “sudden popularity is for good reason: Not only are the prices on the app ridiculously low but there are also (some) products that you’ll actually want to buy,” wrote Kirk Miller, senior lifestyle editor at InsideHook.
“Given our inflation fears and tightened budgets, it’s probably a good time in America to introduce a service that offers seemingly endless discounts, free shipping and a majority of items under $10,” he wrote.
Temu attributes its ability to provide deep discounts and prices akin to wholesale to its access to the extensive network of global suppliers built by its parent company, PDD Holdings, a multinational commerce group that has been listed on the Nasdaq since 2018 and has a market capitalization of over $100 billion.
PDD Holdings made $17 billion in revenue and $5.2 billion in profit in the 12 months to September 2022. It also has the operational expertise from serving over 900 million customers worldwide through its various businesses, which includes Pinduoduo, the popular social commerce platform.
“Temu is successfully generating chatter as it attempts to position itself as a disruptor in the US e-commerce market,” said Deborah Weinswig, New York-based CEO and founder of Coresight Research. “The launch of the marketplace comes at an opportune moment as consumers search for value amid still-elevated inflation and a degree of economic uncertainty.”
Temu’s “Shop Like A Billionaire” commercial
“Shop Like a Billionaire” is Temu’s debut commercial at the Big Game, showcasing the joys of shopping on the e-commerce platform. The ad features a protagonist who is amazed by the endless selection of quality products, ranging from fashion to electronics, all available at affordable prices.
The upbeat jingle “I feel so rich, I feel like a billionaire” plays as she discovers the endless possibilities on Temu. The commercial ends with joyful shoppers celebrating the arrival of the app, creating a festive atmosphere on the streets. The advertisement was crafted by Saatchi & Saatchi and directed by Robert Jitzmark.
Big Game commercials have become a major aspect of the annual championship game, attracting as much attention as the game itself. With television viewership often exceeding 100 million viewers, companies have a vast audience for their advertisements, leading them to spend large amounts of money for just 30 seconds of airtime.
The commercials are renowned for their high production quality and imaginative content. Advertisers strive to create commercials that are memorable, generate buzz, and are widely shared on social media. Many Big Game commercials have left a lasting impression and continue to be discussed long after the game has ended.