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Robots dominate Super Bowl ads

By Theresa Collington
February 4, 2019

We know the New England Patriots are human. But their domination of the L.A. Rams in Super Bowl LIII was accomplished with such a high level of precision, it leads us to wonder if maybe Tom Brady secretly has been replaced by a robot?

During the breaks, ads about robots replacing us at work, and even home, filled the valuable — $5.24 million for 30 seconds to be exact — air time. Most of the ads played up robots for laughs, but some of them put into words and images the fears about the future of work that many people are feeling.

“We have a real anxiety about AI and our future overlords, and a lot of advertisers are trying to address it,” Mark DiMassimo, head of ad agency DiMassimo Goldstein told the Associated Press. And address it they did. Robot ads appeared in just about every break during the big game.

Here’s what we saw:

TurboTax introduced us to the somewhat creepy “Robochild.”

Michelob Ultra gave us a laugh over a super athletic robot who longed for a beer.

SimpliSafe’s ad is pretty direct in addressing the fear that robots will take all of our jobs in five years.

And Pringles and Amazon made fun of smart assistants – Pringles shut down a buzzkill, and Amazon made us laugh as Harrison Ford’s Alexa took commands from his dog.

Google’s good deed for Veterans

Google’s pair of ads focused on its good deeds. The first Google ad showed the human side of their translation service, and second of Google’s two ads showcased Google’s ability to now help veterans search for jobs.

In the ‘Veterans: Enter Your MOS Code to Find Your Next Job‘ ad Google acknowledges that one of the hardest parts about transitioning out of the U.S. military for the 250,000 service members who do so every year is finding a job that utilizes their skills.

The search engine now allows veterans to look for jobs by using the keyphrase “jobs for veterans” and then entering their MOS codes. Doing turns up search results for for job openings that correspond with one’s military role.

Want to watch them all?

Here’s a complete list of all of the Super Bowl ads in alphabetical order.

So are robots taking over?

Watch our video Slope of the Curve below for WorkingNation’s position in conversation over the ever-changing jobs market.

Clearly we have hit a fevered pitch in recent years as advancements in technology redefine the role of the American worker.

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