Super Bowl 2021, reach without social relevance

Raquel Orts

The Super Bowl is possibly one of the most important sports events in the world. It generates revenue of over $350 million each year, is watched by some 100 million spectators worldwide, and is one of the most sought-after advertising spaces for big brands. We all remember the great campaigns that made a splash beyond the famous final: Apple with its tribute to George Orwell in 1984, Dove with Real Beauty (2006), Always with #Likeagirl (2014)…
This year has been a little different. You might think that 2020 – a year with 2,400,000 deaths to its name, social movements with global repercussions like Black Lives Matter, and rather dramatic economic forecasts – would be a good year for brands to carry out socially relevant actions.
Of the 44 advertisers that aired at half time during the famous final, none mentioned Covid-19 or any of the other social causes affecting millions of people today. They were 30-second prime-time slots costing millions dedicated entirely to their own benefit. Laughter, celebrities, a spectacular concert, poetry, and yes, some new categories that have come to the fore as a result of the new normal.
Nevertheless, big brands such as Budweiser or Nike have chosen relevance over reach, opting out of the commercial break and opting in for context-based messages about people’s real life realities. They have built a discourse that continues to galvanise the idea that brands should act as integrated, responsible agents in society, rather than as external entities.
For the first time in 37 years, Budweiser – a brand that has traditionally shown a commitment to society – did not air an ad during half time. Instead, it decided to earmark its entire Super Bowl advertising budget to informing US citizens about Covid-19 vaccination in the ‘Bigger Picture’ campaign with the Ad Council. The campaign video had over 12 million views – more than many of the YouTube videos of the commercials that were shown during the final, which just goes to show that social relevance generates huge organic reach.
Nike, which is taking a stance on social and current affairs, also chose not to air an advert during the game. This multinational used the event to raise the profile of women’s college football with its own resources, highlighting the discrimination that female players face in the ‘Lose Count’ campaign. With a pledge of $5 million and a host of initiatives, the sports company aims to give female players the same opportunities as their male counterparts.
Unarguably, 2020 was a tipping point in brands’ social engagement. We now take it more for granted than ever that when it comes to big events, companies must build a powerful discourse and act accordingly. However, brands seem unaware that 90% of consumers believe they should have a social conscience.
One year after the pandemic began, there are few examples like Nike and Budweiser, which have traditionally sent out socially relevant messages and understand that going for reach leaves no mark when you leave out relevance.

categoryUncategorized