Climate Was The Big Loser In This Year’s Super Bowl

Marketer and sustainability expert Thomas Kolster shares his view on the do-good commercials from Super Bowl you shouldn’t miss.
As the Buccaneers delivered a convincing victory over the Chiefs, brands picked up the fight in the world’s most expensive advertising break and one loser was clear: our climate – and our health.
This was an unusual Super Bowl with fewer examples of ‘goodvertising’ (advertising with an aim to influence the planet and people positively) than in the last couple of years. Most brands chose slapstick and old-school “foot-in-the-door” product focus rather than aiming to play a bigger role in our lives.
Notably, some brands, like Hyundai and Coke, stayed away altogether. Budweiser skipped their famous Clydesdale horses and instead decided to donate to a vaccine-awareness ad campaign, yet still promoting “Bud Light”, “Bud Light Seltzer Lemonade” and “Michelob Ultra”. That said, brands seemed for the most ignorant about basic health precautions like physical distancing and face masks – so a loss for me and you. But let me share some of the brands that aimed to make a positive impact.
Can someone please save Chipotle?
Chipotle had an important message about the carbon-reducing potential of agriculture with its commercial “Can a burrito save the world?”. I was anxious as Chipotle got a serious record of ground-breaking ads like “Back to the Start” and “Scarecrow”, but if something needed saving, it was definitely this ad.
The storytelling was contrived, inauthentic and seemed like reading a passage from a sustainability report delivered by the usual spokesperson when it comes to climate messaging: a kid. Maybe Chipotle needs saving?
If you’re committed, this is how it’s done!
One of my only highlights in the goodvertising space was General Motors’ “No Way Norway” featuring comedian Will Ferrell picking up a fight with Norway being the country in the world with the most EVs sold. It’s one of the best-executed ads around a corporate commitment I’ve seen: “30 new EVs by 2025”. Most commitment ads should never have aired.
Who honestly cares about what your brand is going to do in 2025 or 2030? I have a choice, now. It’s like catching my girlfriend cheating and she promises me that she’ll gradually be more and more faithful towards 2030. If you want to share your commitments, stealing people’s precious time with a 30-second ad is most likely not the answer. But hey, GM gets away with it and I’m even cheering for them.
In fact, GM took one step closer by airing a commercial “ScissorHandsFree” starring Winona Ryder and Timothée Chalamet in an ‘Edward Scissorhands’ reboot for its all-electric Cadillac Lyric. The focus was not the usual eco message, we’ve seen earlier years from car brands like the “Hero’s Journey” by Kia Niro, but instead they went for an often-used industry tactic; a new feature.
Wow, no waste, no cows
There were other refreshing commercials in the climate space. Swedish oat milk brand, Oatly, known for their tongue-in-cheek ads was a newcomer to Super Bowl with a commercial featuring their piano playing and singing CEO. Their message was simple, on-brand and refreshing “Wow, no cow”.
It’ll be interesting to see whether Oatly needs a less generic message going forward as competition rises in the category. Hellmann’s “Fairy Godmayo” entered the fight against food waste “Make taste, not waste” armed with a fairy and trying to be funny, but kudos for trying and thank you for avoiding the usual finger-pointing tactics.
Hope on steroids
Quite a few car brands have stayed clear of environmental messaging to avoid green-washing and instead focused on social issues. Toyota’s “Upstream” shared an inspiring story about Jessica Long, their support of Team USA and about believing in hope: “We believe there is hope and strength in all of us”. And this is a definitely a time we all could need an injection of hope, but I still feel Toyota never really succeeded connecting their sponsorship to the health emergency or the despair of average Americans.
Jeep’s “The Middle” turned to Bruce Springsteen to touch our hearts and minds and encouraging us to put the divisiveness behind and find common ground with the mantra: “ReUnited States of America”. I do think Jeep succeeded walking the thin line, but obviously, when you have Bruce on board, you’re already touching the American soul. I was surprised not to see more brands try to strike a tone of unity as it seemed like a much-needed message.
You are what you portray
Hope won’t cut it in the fight against the pandemic and it was disappointing and quite frankly disheartening, to see brands ignore this important time to share some common sense such as wearing face masks or physical distancing. Most commercials shared a fairytale world where the pandemic didn’t seem to exist or where people didn’t give a damn about those life-saving basics. As a minimum, I do think brands should use their voice to encourage the right behavior. They didn’t and that was a big fail!
Even as I laughed at the Bud Light Seltzer Lemonade commercial “Last Year’s Lemons” and its portrayal of 2020 as a real lemon, I’ve been hit by quite a few myself, I still couldn’t help thinking where are the facemasks? The social distancing? The handwashing?
One thing is the key message or the storytelling, but brands should always aim to showcase positive behaviors as we have witnessed with advertisers coming together in the “Unstereotype Alliance” aiming to eradicate harmful gender-based stereotypes in all media and advertising content. We need the same more than ever when looking at the right health behaviors and the right climate behaviors. You’re not sacrificing the storytelling of a beer commercial if the actors are wearing a facemask or if they opt for a bicycle rather than a car. It’s just common sense like you don’t see actors smoking on screen.
Ready to leave for space – or give this planet your best shot?
Super Bowl 2021 won’t be remembered as a year where brands showed leadership, but in the wake of the divisiveness, the climate emergency and a ramping health crisis, I must admit, it was a relief to have a laugh and for once just keep my mind distracted from those hard-hitting lemons.
The real work awaits ahead for brands to do their part. The clock is ticking, and the health emergency and the divisiveness is not stopping the ramping climate emergency and as brands are faced with a battle from multiple sides, it demands focus. I’m an optimist, but I got to admit when a commercial rolled for a trip to space by “Inspiration4” I thought, yes, I’m in!
Wonder if there’s a one-way option? But isn’t that the beauty of it all, we’re stuck here (and inside, for now). We all share this home on a tiny blue planet, we have to give it our best shot to make it work, together.
Latest News

The Works Distills “Question Everything” For Archie Rose Distilling Co.
The Works has announced the launch of ‘Question Everything’ a new brand platform and campaign for their newest client, Archie Rose. As a nine-year-old independently owned and operated Australian multi-spirit distillery, Archie Rose has garnered a devoted following among existing customers, with a reputation primarily built on white spirits – particularly gin. However in line […]

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]

‘People First Bank’ Heritage & People’s Choice Bank Unified
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]

“Cozzie Livs” Announced Macquarie Dictionary 2023 Word Of The Year
We're not sure how many logophiles read B&T, but this one's for you. That's a lover of words, not a lover of logging.

🏆 Hear From The B&T Awards Winners! 🏆
It's the B&T Award winners all in video form! We're putting the slurring down to their excitedness.

Today The Brave’s Hannah Lawson & Kate Idle On What’s Hot & What’s Not In 2024
Planning your own what's hot/what's not for 2024 list? There's some good ones here if plagiarism is on your what's hot.

Cultural Shift For Australians With ‘The Great Slow Down’
Don't ever really go beyond what's asked? Loathed by colleagues? Bone idle, in fact? The 'great slow down' is calling.

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]

Fast 10: B&T Chats Marketing & The Future With The Marketing Academy’s Sherilyn Shackell
It's B&T's quick 10 with marketing guru Sherilyn Shackell. And, believe it or not, AI not mentioned once.

Hardhat Nabs Magdalina Triantafyllidis From whiteGREY
whiteGREY's Magdalina Triantafyllidis jumps ship to rival Hardhat. Fear not, B&T double checked the spelling.

Media.Monks Names Matthew Godfrey EVP, Head Of Content In APAC
Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]

“This Full Moon, It Messes With People” – Kyle Sandilands Storms Off-Air After Clash With Jackie ‘O’ Henderson
Despite a new $200 million contract extension, Kyle still getting away with behaviour that would get anyone else sacked.

Squealing Pig Launches Summer Of Love Campaign At Opening Of New NPL Indoor Pickeball Facility
Still hold on to a perverse dream of sport mega stardom? Perhaps the National Pickleball League could be your ticket?

From Matildas Fever To An Ice-Cold English Cricket Team: These Are B&T’s Biggest Sporting Moments Of 2023
It's B&T's top sporting moments of 2023. Also read - the sporting moments that Australia appeared to do well in.

Monday TV Ratings: Disaster Hits On Semi-Final Of Dessert Masters
Who hasn't suffered their very own dessert disaster? Although it is typically reborn as a tasty trifle.

“A Parody Of A Tone-Deaf Wealthy Person!” Gwyneth Paltrow Slammed For $22,700 Vibrator Stunt
Is Gwyneth mad or just a genius self-promoter? Find out here with this latest bit of genius self-promotion.

How AI Is Empowering Small Businesses With Creative Collaboration
Chandra Sinnathamby, Adobe’s director, digital media B2B strategy & GTM, Asia-Pacific, explains how the tech firm is empowering its small business customers with new AI tools, including its Adobe Firefly tools. In today’s fast-paced digital landscape, small businesses face numerous challenges when it comes to creating captivating content that resonates with their audience. Despite the […]

Chemist Warehouse And Menulog Become Sponsors Of Seven’s Summer Cricket Coverage
Seven unveils its summer cricket line-up. Seemingly far less concerned the Tests won't run the five days.

Cash At First Sight! MAFS Stars Cash In On Sponsorship
They're typically hideous people you'd avoid at all costs, but it appears it's not stopped MAFS contestants cashing in.

Study: Aussie Teens Are Not Actually Selfie-Obsessed
Study finds teens less selfie-obsessed than we thought. Still refusing to eat anything that's not grammable, however.

OMD Crowned Top Global Media Agency By COMvergence
Work for OMD? You can feel suitably chuffed on these numbers. If not, don't rage too hard or you'll get a peptic ulcer.

New Balance Signs Extensive Agreement With Australian Open & United Cup
We're fast approaching tennis season in Australia, but will it be sullied by a dearth of bratty mens players?

Clem’s Hall & Partners Snares Fiftyfive5’s Elodie Myers For National MD Role
Fiftyfive5’s Elodie Myers jumps ship to rival. The sling back recliner and window seat said to have sealed the deal.

Candace Warner, Tom Tilly & Harley Breen Kick Off Summer On Triple M
Summer mornings are heating up with Triple M again in 2023, thanks to the star-studded line-up of Harley Breen, Candice Warner and Tom Tilley, who are joining forces each weekday morning from 6-9 am for Triple M’s Summer Breakfast show. Airing from 4 to 15 December in Sydney, Melbourne, Brisbane, Adelaide and streamed live on […]

Disinformation Regulation Called For After X Kicked Out Of Social Self-Reg Code Following Voice Referendum
Elon counting his blessings for Bud Light that's clearly saved him from the number one spot on 2023's biggest f#ck-ups.

Jimmy & Nath, Hamish & Andy And Seany B Light Up Christmas At Hit Network
The Hit Network has announced its summer line-up for 2023, kicking off on Monday, 4 December, featuring The Jimmy & Nath Show, Hamish & Andy podcast, Nights with Seany B and special return celebrations for Christmas Day and New Year’s Eve. Hit’s cheeky radio duo Jimmy Smith and Nath Roye of The Jimmy & Nath […]

Women’s Weekly Annual Christmas Special To Air On 10, With A Host Of Sponsors In Tow
Is your Christmas a case of VB, a bottle of port & four kilos of king prawns? Take 2023 up a notch with the Weekly.

AFFINITY Launches Worley Rebrand As A Force In Sustainability
Full-service CX, media and advertising agency AFFINITY has completed an 18-month-long global rebranding for ASX-listed engineering powerhouse Worley. The rebrand reflects Worley’s commitment towards being a leading force in sustainable change. Worley, a global provider of professional services in the energy, chemicals and resources sectors working across six continents, has set out on a significant […]

Val Morgan Cinema Surfs To Victory At UnLtd: Big Kahuna
Think there's lots of sharks working in adland? Thankfully, that wasn't the case at the UnLtd: Big Kahuna surfing comp.

Study: 77% Of Aussie Respondents Want To Remove Anonymous Commentary From Industry Sites
Sure, B&T's far from blameless, but we think we all know who the finger of blame's being pointed at here, don't we?

JOLT & Transport For NSW Partner To Introduce Free EV Charging Stations With Digital Advertising Screens
With just eight per cent of cars in Australia electric, these EV charger ads certainly aren't for everyone.

Tourism Tasmania & ARN Invite Aussies To “Come Down For Air” With New Podcast Partnership, Via Starcom
Tourism Tasmania continuing with its "Come Down For Air" campaign. Which is better than "Come Down For Apples".

R.M Williams Unveils “The Mark Of An Icon” Installation To Celebrate Opening Of New George St Store
Highlighting its craft and a world-class shopping experience, Australia’s favourite heritage brand R.M.Williams has announced a consumer competition to celebrate the opening of its new national flagship store at 345 George St. Sydney. Launching on 1 December in line with the new store opening, ‘If The Boot Fits’ invites brand lovers and new customers alike […]

Congratulations To Our Quiz Winner: Sparro & Jack Nimble’s Jake Spaccavento
This $100 BWS voucher giveaway is exactly what ad agency staffers need in the run up to Christmas - more free drinks.

MFA Commits To Expanding E-Learning Program & Launch “Industry Psychosocial Safety Action Plan” At AGM
Miss the MFA's recent AGM? Here's all the highlights sans the cheap red and the slightly cold mini quiches.