Super Bowl Ads Can Confidently Embrace National Crises

Zeta Global suggests directly addressing touchy subjects is no longer a gamble

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Escapism might seem like the obvious theme for 2021 Super Bowl ads this year. But for the Feb. 7 game, analysis suggests brands should lean into the past few months’ pandemic pain and social upheaval instead of avoiding it.  

Zeta Global, a marketing technology company, believes the most engaging ad buys will be those that attempt to address the myriad national crises viewers have been struggling with. Spots that acknowledge everything from economic anxiety to the Black Lives Matter protests and social-distancing fatigue can spark a positive brand association.



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