Super Bowl Ads in a Time of Crisis
This is a difficult moment for Super Bowl advertisers. Polarization in the U.S. is reaching new heights following the shootings in Minneapolis. We are almost two weeks away from the big event, so this is the time for firms to make the final decision: Stick with the planned creative? Or modify it?
The Challenge
The most effective Super Bowl ads meet the moment; their creative fits the spirit of the country. Bud Light ran a spot last year that featured a party at the cul-de-sac. It aligned with the country’s shift towards traditional values. Michelob Ultra’s spot focused on pickleball, another timely choice.
The challenge for advertisers this year is simple: What is this moment? How is the country feeling? What are the themes that will resonate broadly? Remember that more than 100 million people will watch the Super Bowl: liberals, conservatives, Republicans and Democrats.
The Crisis
If this was shaping up to be a complex year for advertisers, things just got more complicated. Two shootings in Minneapolis have led to intense, emotional protests. Tariffs, inflation, Venezuela and Greenland…there is no lack of divisive issues.
For advertisers, this is an opportunity and a risk. There is an opportunity to say something relevant and important, but a risk of appearing opportunistic and tone deaf.
Avoid or Embrace?
Most advertisers will wisely steer clear of controversy. This makes the most sense. Why get involved in a complex issue that isn’t directly related to your business?
Will some try to address the conflicts? Perhaps. Ads featuring patriotic themes are a Super Bowl staple. Calls for coming together and unity feel appealing. I could see how an advertiser might take that path. Perhaps someone will make a joke about Greenland.
Still, trying to take on the controversy this year feels particularly difficult. When emotions are raw, appealing for unity can seem inappropriate. People might think, “Unity? Absolutely not. There is no unity here and it is insulting to even suggest that.”
This weekend, top corporations in Minneapolis put out a statement calling for a “de-escalation of tensions.” While well-intentioned, the bland statement avoided anything controversial – and some might see it as reflecting a lack of leadership by business leaders.
What To Do
Every Super Bowl advertiser should now do two things.
First, go back and review the planned creative. Does the spot work in this new environment? Will a silly, funny spot still seem appropriate for such a serious moment? It is a good time to gather feedback from a wide range of people. Revisions might be necessary or even a completely new spot.
Second, pre-release the ad. Many advertisers already have plans to release their Super Bowl spots in advance; this is a way to build viewership before the game and get some early feedback. This year, it is particularly important because it is a way to test the spot’s fit with the moment. If there is a problem, an advertiser wants to figure that out before showing the ad to over 100 million people. More time means more options.
The Super Bowl is always an intense event. With the country wracked by protests, it is more challenging than ever for advertisers.
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