In 2017, I noted, "The political unrest seems to be good for advertising with a
conscience, as this year’s Super Bowl saw the highest number of
Goodvertising campaigns
ever."
Back then, CEOs were held accountable; for instance, then-Uber CEO Travis
Kalanick resigned from the former President’s economic advisory board in
February 2017 following intense criticism from employees and customers. Brands
stood up for their values — such as in Airbnb’s "We Accept"
campaign promoting
inclusivity and diversity in response to rising anti-immigrant sentiment,
including the President’s travel ban. Airbnb also updated its terms and
conditions, requiring all users to agree to a non-discrimination policy —
ensuring hosts could not refuse guests based on race, nationality, religion,
gender, or other protected characteristics.
In branding, especially around Environmental, Social and Governance
(ESG) issues, consistency is pivotal. One can’t tiptoe on these issues
without seeming ingenuine. Take Hellmann’s, with its clever, multi-year
fight against food waste — including post-Super Bowl food
waste
— now, that’s brand building.
Worn-out clichés
Today’s culture is wildly different — unfortunately, it seems we haven’t learned
much since then. Applying the same strategy to push against anti-DEI
politics or
to talk about climate change is much less effective. One example from this
year’s big game was from Science Moms and Potential
Energy Coalition, called "Climate
Change Awareness" — which delivers
a blunt message about the urgency of addressing climate change to secure a
better future for our children. Sorry, are we not in 2025? Who is the coalition
trying to target? We can’t win hearts or grow brands simply by preaching to the
choir, increasing
polarization,
and continuing a losing values war. Look to ordinary people’s lives instead of
falling into a polarizing trap.
If you want to win hearts, speak their language
In simplest terms, it’s about knowing your audience — and in this increasingly
divided time, we need to remind viewers how we are
united
if we want to break through the bias. If you want to change people’s minds on
issues around climate or diversity, equity and inclusion
(DEI),
it’s impossible without affirming — to some extent — their worldview. Look for
opportunities to engage around what people care about: family, children, their
health, their paycheck. Tell them something new. Try to target the bias or
prejudice head-on instead of repeating clichés.
Out of around 50 Super Bowl ads — most of them standard, product-peddling
fare
— a fair number took this approach, touching on ESG topics in ways likely to
resonate with American football fans and their families:
-
Ram’s “Goldilocks and the Three
Trucks” shows that plug-in
hybrid trucks are still manly.
-
Kroger’s “Silence Hunger” reminds
viewers that childhood hunger is close to home.
-
Cheers to our health: Hims & Hers’ “Sick of the
System” calls out the US
healthcare system’s focus on profit over people, and highlights accessible
health and weight-loss solutions. And Novartis’ clever “Your Attention,
Please” celebrates that part
of women’s bodies that gets “so much attention, yet so ignored” — driving
home the importance of regular breast-cancer screening.
-
Two ads showcased the power of DEI in sports: Dove's “Keep Her
Confident” promotes body
positivity and supporting young girls in sports, and Nike’s “So
Win” features superstar female
athletes — including Sha'Carri Richardson, Caitlin Clark, Jordan
Chiles and Alexia Putellas — highlighting their perseverence and
success in the face of the societal challenges and criticisms female
athletes often face. Both are examples of the companies continuing to create
powerful, positive messages aligned with their brand values.
Another notable theme across several ads was bridging divides. As Harrison
Ford waxes philosophical about in Jeep’s “Owner’s
Manual,” Snoop Dogg and Tom
Brady discuss in the Foundation to Combat
Antisemitism’s "No Reason to
Hate," He Gets Us illustrates
in “What Is Greatness?,” and
Brad Pitt reminds viewers in “Huddle
Up,” we have more to gain by
coming together and focusing more on our similarities than our differences.
Brands, this is not a time to give up on your purpose, beliefs or
values.
But if you want to talk to someone about what you believe in, please, don’t talk
over their heads. Try and put yourself in people’s shoes. That usually works in
marketing.
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Thomas Kolster is an internationally recognised marketing & sustainability expert, author and keynote speaker, and founder of the global Goodvertising movement that’s inspired a shift in advertising for the better.
Published Feb 11, 2025 8am EST / 5am PST / 1pm GMT / 2pm CET