The Biggest Challenge for Super Bowl 2021 Advertisers: Tone

Brands aim to generate buzz while avoiding backlash during the Big Game

Given everything that's happened recently, Super Bowl 2021 is rife with danger. Kacy Burdette

Creating a Super Bowl commercial that 100 million people will both like and want to talk about with friends is difficult. Pulling it off amid high unemployment, intense political division and a pandemic that has taken the lives of 400,000 Americans? Even more so.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.