Purpose-driven messaging kicks off Super Bowl
Feb. 8, 2021
A 30-second ad spot in this year's Super Bowl costs an average of $5.6 million, plus production and talent costs. That could buy a whole lot of hand sanitizer and toilet paper. Or put food on the table for people who are struggling financially. Major brands have taken note.
At a time when Americans are feeling the intense burden of a global pandemic, combined with racial injustice, inequality and political unrest, people are simply looking for more from brands. In a recent study of 12,000 consumers, 37% said they started using a new brand directly because of its crisis-related marketing efforts.
That’s why purpose-driven marketing has taken center stage, forming a more genuine relationship with consumers and leading with positive and meaningful communications.
Anything but typical
In a typical year, Super Bowl ads are designed to fight for your attention at crowded game-watching parties, while you’re between shoveling bites of pizza and nachos into your mouth. They aim to shock and awe, acting as conversation starters and water cooler talk.
But we are in anything but typical times. People will be staying home to watch the game with their pods or family members. Fans at the game will be limited to about one-third of the stadium’s capacity. And chatting with co-workers isn’t quite the same with so many people working from home and keeping their distance. / read full post