The Biggest Challenge for Super Bowl 2021 Advertisers: Tone

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

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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.

“At this very moment, if you’re very quiet and you close your eyes, you can actually hear the sounds of hand-wringing in every single edit bay across the country,” said Don Shelford, executive creative director at Swift,

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