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If you are watching trailers or already publish ads for Super Bowl LXi, it is clear that the brands occupy light access and play safely by leaning on humor and classic brand advertising iconography to prevent feather.
There are sensory brands that return to their place in culture and use advertising as fun rather than a place to stand on a kind that could potentially alienate their consumer base.
Example: There are plenty of mascots and characters, including Instacart’s Mash-up mascot with everyone from Jolly Green Giant to Mountain Dew’s bizarre monkey, which will return; Coors Light’s Lenchod; Osl Squarespace; And of course Budweiser Clydesdales to name just a few. There are also a lot of celebrities like Jeremy Strong with Ben and Casey Affleck for Dunkin; Matthew McConaughy for Salesforce and Uber Eats; Adam Brody, Nick offferman and James Harden for Pringles, among other things, finding loved films (Hellmann’s meeting Billy Crystal and Meg Ryan for 60 second First advertiser Häagen-Dazs).
It seems that traders with access take for a big game that will be a match of Philadelphia Eagles vs. Kansas City Chiefs broadcasting on Fox this Sunday, February 9, will return to a classic approach to Super Bowl: Brands like entertainers. Not surprisingly, traders approach this approach. In recent years, there has been a more humorous, slight approach to a light heart. At the same time, traders come from the year of potential boykot brands and resistance in even more full political landscape.
“It occupies a lighter approach and uses comedy and entertainment, it’s a safe way to get involved in the country,” said Evan Giordano, a strategist in New York’s mother, who also noted that this year seems to be leaning into their “place in culture “as well as” spectacle and entertainment to avoid alienation of people. ”
This plan was probably a case for traders regardless of the outcome of the elections, explained the agency executioner because of the cultural war, which brands were drew into whether they like it. It is another landscape and one that pushes traders to play it safe. In 2017, after the first elections of President Trump, it was the feeling that traders responded to these elections-brands such as Expedia, Airbnb, Coca-Cola and others Seemed to emphasize the diversity Somehow that year; Even Budweiser’s story of his founder of immigrants was perceived as a reaction to the election. This seems not to be this time, because the brands sharply write from any marketing causes that could even be remotely considered progressive.
“It’s not as morally as four or five years ago,” said John Doyle, Chief Strategic Director of Colle McVoy. “We saw the reaction that we don’t see this wave.”
It is not just that brands are afraid of potentially distribute some consumers or will, but simply a response to what consumers want from brands.
“Advertising went too deep to this place of sadvertising,” said Marcelo Pascoa, vice president of marketing in the Coors Light when he asked this year to focus on humor merchants. “Maybe we.” [the industry] We got married too seriously. … We have always had this light humor, but now we feel more than ever, as if people wanted it. ”
This year, the lighter fare may also be recognized that people long for entertainment as an escape from some harder elements of today’s world. This is the case of months, and probably even more with tragedies, such as Los Angeles and DC aircraft in the minds of people fresh. Not to mention the uncertainties of the beginning of the second White House Trump.
“There is probably a little escapist thing,” said Tom Murphy, the main creative director of VML. “It was a really difficult year no matter where you fall in terms of policy.” There is a Super Bowl degree, because this place that people can look at entertainment and entertainment, and I think the brands are aware of it and are tuned. ”
While previous years could have “more serious, statements”, this year is much less of this approach, Murphy noted.
“This lightness will play really, really well with regard to where there is a cultural appetite,” Doyle said.
Grammarly is in the middle of the crossing and moves from a consumer tool to an enterprise instrument. How will it show in marketing?
The biggest thing we focused on is the awareness of the brand and the top of the funnel [marketing]And that was new for grammar. We’ve never really done it. Visibility we got [with] Billboards away from home. We were at 60 American airports, lots of commercials for business publications, program, connected television, podcasts, March Madness, ESPN. This was somewhat risky in terms of thinking: How do we decide to allocate a large part of the budget something known as incomprehensible? Can you measure it? Does that matter? It was really a lot of attention.
So what came from Grammarly’s pushing into the channels of brand awareness?
Initially, we found out that we were really trying to think about raising the supported awareness of grammarla as a solution for AI for work. The bonus we found out was that we paid attention to high household revenue at level C and high work titles. In fact, it was a cohort that had the best memory of our ads especially for what we do, which makes sense to the attention that AI has and how the leaders try to figure out how to place it in their own societies.
What is the emergency plan that is getting closer to the prohibition of tiktok, which is getting closer (though with an extended term)?
There are other channels such as Instagram reels, youtube shorts, which we can continue to rely on. These are obvious answers for all. We have a plan B for everything. The Tiktok conversation reminds me of a third -party conversation. We have been calling for years, we will work and we have backup plans. – Kimeko McCoy
According to the numbers
Super Bowl prices are still increasing, with some: 30 ads are sold for a record $ 8 million per game. Meanwhile, brands such as Instacart, Intuit Turbo Tax, Hellman’s mayonnaise in the list of ads. Even with still steep cost New statistics from the Cint of Research Marketplace Signation of expenditure can be very well for it. See key findings below:
- 61% Respondents said it is likely that their perception of the brand would change as a result of advertising during the big game.
- 34% Consider potential purchases inspired by big games for dependent on advertised product or service and something over a quarter (26%) He indicated that a large game advertisement has no effect on their purchase decision.
- TV remains the primary means of advertising for viewers 64% of us respondents, with youtube (18%) and streaming services (5%) Rounding three most likely ways for commercial consumption. – Kimeko McCoy
Quotation
“Rollback of diversity, justice and inclusion effort is not only difficult to watch, but also lacks merit. Dei is not charity; It’s an intelligent business decision. ”
– Kate Wolff, founder and CEO of Lupine Creative, Women and Queer owned by a creative agency when she asks complicated landscape for brands in the middle of a return dei.