How 2020 changed the landscape of advertising for Super Bowl 55
While recent years have told us brands are not afraid to take on social issues to the masses spectating the Super Bowl each year, new research indicates SB55 will be one for the ages, with more people embracing social change messaging in brand advertising than ever before.
In 2016 an abundance of comedy led advertising peaked what could have been thought of as the last of its kind - think Avocados From Mexico. The 2017 Super Bowl emerged in the height of the #metoo movement and many brands took to the platform to raise the conversation of gender equality, such as Audi’s “Daughter.” Rather than flashing its luxury vehicle in glamour shots, Audi used its platform to promote gender pay equality. “What do I tell my daughter?” the narrating father asks. “Do I tell her that her grandpa’s worth more than her grandma? That her dad is worth more than her mom? Do I tell her that despite her education, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets? Or maybe, I’ll be able to tell her something different.” Based on the overwhelming YouTube dislikes and negative comments, consumers perceived it as a disingenuous political statement not on course with objectifying women to sell products.
But the year is now 2021 and while gender inequality is still very real, conversations of social justice have emerged in like never before. Perhaps the usual suspects will continue their bits - Pepsi has turned the entire half time performance into a big long advertising campaign with The Weeknd and Ashton Kutcher will be cracking into a bag of Cheeto’s, but now is the time to strike while the iron is hot and, like Audi, there are plenty of brands ready to make their mark.
Morning Consult interviewed 2,200 adults in the US, finding 77% of those who would be tuning in to watch SB55 would look favourably on brands that used their platform and spotlight to promote social justice causes. Among specific social justice issues that could be raised, interviewees noted most would feel most appropriate helping veterans, recognition of healthcare workers on the frontline of COVID19, as well as encouraging people to wear masks and national unity.
The polling conducted in December noted 54% would approve of social justice messaging that thanked law enforcement for their work, while only 37% approve gender equality messaging, 36% criminal justice reform, and 22% Black Lives Matter.
We’ll keep a close eye and running tally of all brands using the big stage for cause and conversation beyond their four walls.
Read the full report. Thank you to Doug Zanger of Adweek for bringing this to our attention.
