In recent Super Bowl advertisements, brands exhibited a notable retreat from politically charged marketing, opting instead for more conventional and lighthearted themes. This shift contrasts sharply with past years when companies like Budweiser and Airbnb took bold stances on social issues, reflecting consumer expectations during turbulent political times. Even though consumer sentiment in 2018 indicated a strong willingness to support or boycott brands based on their social and political positions, the most recent commercial landscape showed a preference for risk aversion, with brands choosing safer narratives over controversial ones.
In past big games, some companies have attempted to speak to the zeitgeist by addressing civic or political themes in their ads.
Following the Black Lives Matter protests of 2020 and the overturning of Roe v. Wade, many demanded corporations take a stand on social issues.
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