Consumers Are Fine With Politics in Super Bowl Ads—But Mass Appeal Matters

Data shows that common-ground issues should play well

In 2017's Super Bowl, 84 Lumber made a bold statement about immigration. 84 Lumber

2017 is likely considered the watershed moment for brands to take stands in their Super Bowl advertising. The most prominent example was 84 Lumber, a brand that made a bold statement about immigration, seemingly out of nowhere. Airbnb and Coca-Cola promoted diversity and unity, Audi went after the gender pay gap and Kia had a climate message. In the game itself, halftime show star Lady Gaga subverted the performance with a political statement.

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":365,"since_time":"d","until_qty":365,"until_time":"m","q":"","num_posts":0,"vertical":"brand-marketing"}