Super Bowl Ads Can Confidently Embrace National Crises

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. To note that embracing society's soft spots requires a deft touch is both obvious and an understatement. Clearly, messages that subtly convey justice, equality and charity can successfully engage viewers— just watch out for accusations of sanctimony or opportunism. This is a singularly divisive moment in American life and even the most hopeful message can spark sudden backlash, anger or derision. So, first, brands must outline the risks and rewards of taking a stand. The challenges are clear enough. But there is plenty of precedent for brands expressing their values during the year's most viewed sporting event. Marketers can look back at messages that have appealed to consumers in past Super Bowl ads. Address the elephants in the room “To resonate positively with their audiences in the time we’re living in now, it is critical that companies adopt empathetic marketing that strikes the right tone, given the combination of the health, economic and social justice challenges that are impacting people’s everyday lives,” David A. Steinberg, co-founder and CEO of Zeta Global, told Adweek. Super Bowl commercials, and TV ads generally, have increasingly focused less on individual products and more on promoting brand affinity, Steinberg said. This year, that trend is poised to accelerate. Standing up for kneeling Nike’s work with Colin Kaepernick as a brand ambassador represented a defining stand against police brutality and racial inequality. The star quarterback for the San Francisco 49ers protested against the deaths of Black people in police custody by kneeling during the national anthem before each game. He was summarily ousted from the NFL for taking this stance in 2016. After Nike tapped him for a marketing campaign, its stock soared and the company netted billions. Companies that have bought ad space for the Super Bowl may do well to follow Nike’s example, Steinberg said. “There is a long history of Super Bowl commercials that has evolved over time,” Steinberg said. “It was really Apple’s 1984 commercial that changed the trajectory of commercials into what they are today—a moment for brands to create a massive scale of awareness through their creativity, values and its viral effect after the game.” For example, Steinberg pointed to a brand campaign by the Beats division of Apple called “You Love Me” that launched in November 2020. Steinberg called it a “true empathic ad on racial justice,” which asked a cogent question that remains relevant today: “You love Black culture, but do you love me?” For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2021 Ad Tracker and the rest of our stories about the Big Game. And join us on the evening of Feb. 7 for the best in-game coverage of the commercials anywhere.

Super Bowl Commercials

Super Bowl Ads Can Confidently Embrace National Crises

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

Ty Joplin

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Ty Joplin