How Should Brands Make Up for 2020 With Super Bowl Spots?

Focusing messages on inclusivity—and to women—can help marketers recover lost ground

Super Bowl ad-buying season got off to a slow start due to pandemic-related uncertainty regarding game schedule as well as public mood. Buys recently accelerated as brands realized that the sports-viewing audience is still highly active. After deciding to go all-in on the Super Bowl despite the initial hesitancy, there are still momentous decisions brands must face, specifically around creative messaging.