Super Bowl 2021 Advertising

Source: Unsplash.com

We weren’t really sure where the Super Bowl would go this year. 2020 and 2021 have left us void of all our traditions, but I have to say that the organizers did their best to keep the experience alive.

For many of us, the event is as much about the advertising as about the game itself. To my naked eye, this year just “felt” different. Lots of spots pushing product features. Lots of spots featuring celebrities. A noticeable difference in the volume of spots. And many spots feeling soft and muted. Am I spot on?

There were of course a number of stand-outs, which I’d like to review here. Note that I gravitate towards those that feel timely in one way shape or form. It’s the Super Bowl, after all, and I am one that believes that marketing should reflect and inspire our collective culture. There are many that do one or both of those things.

M&Ms: The past year has been, well, eventful. M&Ms captured some of our shared experiences through the year in a way that allowed us to softly chuckle. Not an LOL, but a little giggle and a smile. We need it.

Bud Light Seltzer Lemonade: To launch its new lemonade seltzer, Bud Light brought the old adage “when life gives you lemons” to life! Seems appropriate right now.

Indeed: If you’re not familiar with Indeed, the brand is an online search platform for posting and finding jobs. The brand came on early in the evening to remind us how the pandemic has affected so many people’s jobs. It brought a tear to my eye and a lump to my throat, and positive impressions of the brand. Great song too. “Rise Up!”

Toyota: As soon as this spot from Toyota popped up, I called it the winner of the first half. It so resonated with me as a parent … that willingness to do anything for your children. No matter how tough. “It may not be easy but it will be amazing!” Featuring swimmer Jessica Long as part of the brand’s long-standing partnership with the Paralympics. Brava!

Jeep: The fan favorite of the night came towards the end of the game with Jeep and Bruce Springsteen with “The Middle.” The call for unity is exactly what the Super Bowl is for and is exactly what needs to happen. Having Bruce deliver the message is a) so Bruce and b) so Jeep. It’s my pick for the night

I watched the game and the advertising while hosting my annual Twitter Party at #SuperBowlExp. This year was the 10th year! Wow! It’s fun to watch with a crew, even though that’s been virtually over these past few years. This year no exception in that department! Thanks to all of you who make it so fun year over year!

Let’s meet in the middle this year, yes?!?

What’s your experience? JIM