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.

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@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.