Playing It Safe: This Year’s Super Bowl Ads Are Resoundingly Sentimental

Playing It Safe: This Year’s Super Bowl Ads Are Resoundingly Sentimental
SHARE
THIS



If there’s one theme that stood out in this year’s crop of Super Bowl ads, it’s this – sweet and sentimental.

With almost 50 minutes of ad time during the Super Bowl, most brands chose to play it safe, focusing on themes such as nostalgia, women-focused ads and bizarrely, sad robots.

Viewers hoping brands would take a daring stance on sociopolitical issues were left disappointed.

While there were some exceptions, like Hulu’s The Handmaid’s Tale ad, which referenced the 1984 Ronald Raegan “Morning in America” ad, most brands played it safe with either humorous or sentimental ads.

Advertisers seemed determined to stay away from controversy for a second year after politically tainted ads stole the show in 2017.

In 2017, advertisers such as Expedia, Budweiser and 84 Lumber directly focused on the top of immigration after Trump signed an executive order banning individuals from several mostly Muslim nations.

No ad dared go so far this year.

Zambezi partner and CCO Gavin Lester told Adweek brands “clearly stayed away from pressing societal issues or anything that felt remotely political” because they “recognised that viewers could use a break, some levity and fun” in the midst of the political coverage people encounter every other day.

From sentimental and humorous to down-right boring bizarre, check out B&T’s best and worst of the Super Bowl ads below.

BEST

Game of Thrones X Bud Light

Hulu’s The Handmaid’s Tale

 

Pepi’s More Than OK

WORST

DEVOUR Food Porn

TurboTax’s “Robo Child”

BON & VIV Spiked Seltzer

Please login with linkedin to comment

ads super bowl

Latest News

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]

Hootsuite Acquires Conversational AI Platform Heyday
  • Technology

Hootsuite Acquires Conversational AI Platform Heyday

Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]

Officeworks Partners With Canva
  • Campaigns

Officeworks Partners With Canva

B&T's a huge fan of the Officeworks shopping experience, but just throwing it out there about possible $1 hot dogs?

PRIA Announces National Conference
  • Marketing

PRIA Announces National Conference

Public Relations Institute announces national conference. Sadly, Roxy won't be speaking on unwanted doorstep excreta.

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program
  • Technology

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program

Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]

Hivestack Appointments Ichiro Jinnai As President, Japan
  • Advertising

Hivestack Appointments Ichiro Jinnai As President, Japan

Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director
  • Advertising

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director

Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]

Burnet Institute Launches How Science Matters Podcast
  • Media

Burnet Institute Launches How Science Matters Podcast

Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]

D&AD & Google Launch Shift In Sydney
  • Advertising
  • Media

D&AD & Google Launch Shift In Sydney

This extols "turning your passion into your profession". Unless your passions are dancing dachshunds or roller limbo.