A 30-second ad spot in this year’s Super Bowl costs an average of $5.6 million, plus production and talent costs.
That could buy a whole lot of hand sanitizer and toilet paper. Or put food on the table for people who are struggling financially. Major brands have taken note.
At a time when Americans are feeling the intense burden of a global pandemic, combined with racial injustice, inequality and political unrest, people are simply looking for more from brands. In a recent study of 12,000 consumers, 37% said they started using a new brand directly because of its crisis-related marketing efforts.
That’s why purpose-driven marketing has taken center stage, forming a more genuine relationship with consumers and leading with positive and meaningful communications.
A key learning from 2020 is that we must prioritize humanity and purpose.
Marcel Marcondes, chief marketing officer, Anheuser-Busch
Anything but typical
In a typical year, Super Bowl ads are designed to fight for your attention at crowded game-watching parties, while you’re between shoveling bites of pizza and nachos into your mouth. They aim to shock and awe, acting as conversation starters and water cooler talk.
But we are in anything but typical times. People will be staying home to watch the game with their pods or family members. Fans at the game will be limited to about one-third of the stadium’s capacity. And chatting with co-workers isn’t quite the same with so many people working from home and keeping their distance.
All this comes as people around the country and the world are facing severe hardships and losing loved ones.
Purpose without presence
Longtime Super Bowl advertisers Budweiser, Coca-Cola, Pepsi, Hyundai and Kia have already announced their decisions to skip in-game ads this year to instead focus their spending on more meaningful causes. That in itself is a marketing decision designed to get the attention of consumers.
As one of the big game’s most iconic advertisers, Budweiser has introduced many charismatic spots that have been ingrained in American pop culture. This year, the beer mogul has broken its 37-year Super Bowl ad streak in favor of a message that’s more purpose-driven: promoting COVID-19 vaccine awareness.
“This commitment is an investment in a future where we can all get back together safely over a beer,” the nation’s largest brewer said in a statement.
Still in the game
For advertisers that do air spots during the game, you can bet they’re going to make their dollars count — again, with spots that have purpose and connect with consumers on some deeper level. And with big ad players exiting, there’s certainly room for rookies to take the field.
Chipotle is one of those companies running its first Super Bowl ad, a 30-second spot titled “Can a Burrito Change the World?” It focuses on how the company’s practices — including supporting local farmers and reducing carbon emissions — are creating positive changes in its supply chain and how consumers contribute to that movement.
Getting a brand reset
The coronavirus pandemic has compelled brands big and small to reassess their marketing strategies. With consumers becoming increasingly socially minded, they are now seeking brands that offer more than just a product or service. Many brands have taken this as an opportunity to become part of the dialogue, exemplify leadership and help the cause.
Across a variety of sectors, we’ve been guiding our own clients through more purpose-driven approaches. While the global health crisis forced a quick shift in messaging, we’ve also seen this as an opportunity for brands to reevaluate priorities and emerge with a fresh take on how to connect with audiences.
“A key learning from 2020 is that we must prioritize humanity and purpose,” said Marcel Marcondes, chief marketing officer for Anheuser-Busch, in a release.
That’s exactly it. That’s what we need. That’s what we crave. That’s what will make a lasting impression. Today’s advertising is not about the hard sell or its attention-grabbing prowess. If you’re marketing with purpose, you’ll earn people’s attention and respect.
