4 Advertising Trends to Expect From Super Bowl LII

Brands will get political again, use real-time creative and more

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Last year’s Super Bowl saw advertisers get political, with brands tackling issues such as immigration, pay inequality and climate change.

That’s one trend viewers can expect to see continue in 2018, according to video ad tech company Unruly, which measured last year’s most “effective” ads.

“Last year was an interesting year, as we came out of a politically charged environment, and that definitely came through as you look at the landscape of Super Bowl commercials,” Unruly North America president Steven Sottile told Adweek, with brands such as Budweiser and 84 Lumber tackling the issue of immigration and Audi exploring female empowerment.

“In years past, it was a race to see who could create the most humorous creative around the Super Bowl,” Sottile said.



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