Editor’s note: Shahla Hebets is founder of Think Media Consulting and author of What's Working Now? YOU-centric Marketing. Hebets is based in Denver.
Before the Super Bowl LIV advertisements hit the airwaves, my prediction was that this year’s ads would have a different feel than previous years. So while we still saw our fair share of quick-wit and clever advertisements, it didn’t come as a surprise that purpose-driven ads took center stage.
It seems this was the year that many Super Bowl brands finally embraced the brilliance of being larger than a brand – being purpose-driven. Viewers watched as Google reminded us that it’s more than a search engine; it is a brilliant way to track and relive your most heartfelt memories. Secret inspired us with a seemingly common football game only to surprise us that the players were female, unveiling the clever close: let’s kick inequality. Budweiser gave us its version of the “typical American,” highlighting the common experiences that make us uniquely American.
Savvy brands realized that making an emotional connection with their audience is worth far more than a momentary chuckle. Purpose-driven brands create community with an audience. They cultivate a common ideal, value or belief. They make you stop and take notice because they elevate the discussion. These themes – fear of forgetting your most cherished times, gender equality, community bonds – resonate across gender, race, age and socioeconomic position.
Many brands also understand that today’s customers wish to support companies that stand for something more than just profits. In fact, 72% of Americans say they feel it is more important than ever that the companies they buy from reflect their values, according to a 2019 Porter Novelli/Cone Study. No wonder Michelob dedicated one of its ads to increasing organic farm land through donations based on sales of Michelob Ultra Gold. The company knows that sustainability is top of mind for many consumers and they expect brands to do more.
Microsoft tapped into modern sentiment with its commercial with Katie Sowers, the 49ers’ offensive assistant coach, to associate its brand with today’s trailblazers. Microsoft knows that relevance matters. It also understands that focusing on the thoughts, inspirations and aspirations of your customer is good business.
Other brands seemed to double down on pure entertainment which, while uninspiring, did provide some relief to an otherwise tight game. After all, who doesn’t want to watch Bill Murray drive around with a groundhog? Many could watch that all day.
Human connection
This year’s Super Bowl advertisements broke the mold in many ways. It seems that several brands have come to terms with the fact that fostering feelings, human connection and unity is perhaps the perfect complement to America’s favorite pastime. Perhaps 2020 will mark the start of commercials moving viewers, instead of merely amusing them.