How Should Brands Make Up for 2020 With Super Bowl Spots?

Focusing messages on inclusivity—and to women—can help marketers recover lost ground

olay super bowl
It seems that we are now in an era of women’s empowerment and awareness. Olay

Super Bowl ad-buying season got off to a slow start due to pandemic-related uncertainty regarding game schedule as well as public mood. Buys recently accelerated as brands realized that the sports-viewing audience is still highly active. After deciding to go all-in on the Super Bowl despite the initial hesitancy, there are still momentous decisions brands must face, specifically around creative messaging. 

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Sheeva Banton is vp West of AdColony.