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back in 2020, I noticed an interesting trend. More and more brands are using the highly expensive Super Bowl spot to highlight pieces that have a social impact. Advertisements range from effective and powerful, to well-intentioned but lackluster, to complete failures, and I was inspired to write an article evaluating the efforts.
Thus began my annual Super Bowl cause marketing analysis.
In the years that followed, social influence became a staple of smart advertising for big blue chip brands. Companies like Tide, Olay, Michelob Ultra, Microsoft, Google, Salesforce, and many car companies aimed not only to sell products, but also to champion causes. This wasn’t all that surprising, given that the country was navigating a global pandemic, massive political upheaval, and a monumental movement for social justice.
Things changed last year.
The 2023 Super Bowl will be sharp decline In cause marketing. Instead of impact, the focus was primarily on light-hearted entertainment, with ads featuring celebrity appearances, silly songs, and heartwarming stories.
This change came as a surprise and concern to many in the industry. We were concerned that this reflected an overall decline in focus and work on social impact. A Super Bowl berth is “one of the best ways to gauge the emotional temperature of the general public.” Advertisers aim to attract and inspire as wide an audience as possible. We are sending a message that we believe is ripe for the taking.” I have written.
This year, the number of cause-based ads during big games has decreased even further. This is my new opinion. Cause marketing may be in decline, but the work itself is not.
Over my 20 years working in social impact, I have come to understand how companies think and feel about this work. I know firsthand that even when brands calculate that impact-driven advertising is not worth the money, the social impact remains. That’s probably a good thing, not a negative trend. As an example, in the past few years, a car company automatically launched a cause marketing note when promoting his EV (electric vehicle). This year’s EV spot was chosen instead of Laughter (BMW) and touches the heartstrings (kia). This isn’t because car companies are shying away from sustainability; quite the opposite. More brands than ever are introducing EVs into their fleets, making sustainability a much harder sell. Now, these eco-friendly cars are really just cars, and normalizing that is a clear win for the cause.
That said, there were still some branded spots that made an impact, as well as a number of notable ads by nonprofits that had a similar impact. Here’s our take on who scored and who fumbled.
| standard | point |
| Fit: Does the cause make sense for your brand? | /3 |
| Partnerships: Does the brand have proven partnerships related to this initiative? | /2 |
| Activation: Does the ad inform and activate the viewer? Does the ad make people care more about the cause? | /2 |
| Long-term: Does the brand have a long-term relationship with the cause? Will this relationship lead to more causes? | /2 |
| total | /9 |
First Down: Hellmans mayo cat
This is my third year writing about Hermann’s disease, and not much has changed. The Don’t Waste Taste campaign digs into an important issue (food waste), which is understandable for the brand, but advertising always seems to prioritize entertainment over impact.After doing a little research, I found that Hermann’s to donate Donated $100,000 to Food Recovery Network. This is great, but it took some investigation to determine the identity.
While we appreciate their long-term commitment to this cause (really!), we believe that Hellmann’s can do more to solve the problem of food waste year-round.
| standard | point |
| Fit: Does the cause make sense for your brand? | 3/3 |
| Partnerships: Does the brand have proven partnerships related to this initiative? | 1/2 |
| Activation: Does the ad inform and activate the viewer? Does the ad make people care more about the cause? | 0/2 |
| Long-term: Does the brand have a long-term relationship with the cause? Will this relationship lead to more causes? | 1/2 |
| total | 5/9 |
Field Goal: Bass Pro Shops make memories on the water
We continue to appreciate Bass Pro Shops’ commitment to sustainability, worthy of an outdoor sports brand. While perhaps not directly cause marketing, this year’s spot ended with a clear CTA for viewers to “join the club” to support conservation efforts.of Related Sites Support your work.
| standard | point |
| Fit: Does the cause make sense for your brand? | 3/3 |
| Partnerships: Does the brand have proven partnerships related to this initiative? | 1/2 |
| Activation: Does the ad inform and activate the viewer? Does the ad make people care more about the cause? | 0/2 |
| Long-term: Does the brand have a long-term relationship with the cause? Will this relationship lead to more causes? | 2/2 |
| total | 6/9 |
Touchdown!: Google’s javier in frame
In one of the most meaningful spots this year, Google clearly demonstrated its commitment to accessibility. Javier in Frame tells the story of a blind man who records his life. From falling in love to starting a family, his AI features on Google Pixel ensure that every moment is captured in a photo.
Designed to be “the world’s most comprehensive camera,” Guided Frame “combines audio cues, high-contrast animation, and haptic (haptic) feedback to help blind and visually impaired people take selfies and We will help you take group photos.”
I especially appreciate that Javier in Frame was led by director Adam Morse. Morse, who lost his sight at the age of 19, not only spent time improving his guiding frame technique, but also brought his unique and important perspective to the field.
Companies may also “return” funds. In some cases, the most value-added thing they can do is rethink the very products they sell. Here, Google has done the latter, and we think it’s succeeded admirably.
| standard | point |
| Fit: Does the cause make sense for your brand? | 3/3 |
| Partnerships: Does the brand have proven partnerships related to this initiative? | 1/2 |
| Activation: Does the ad inform and activate the viewer? Does the ad make people care more about the cause? | 2/2 |
| Long-term: Does the brand have a long-term relationship with the cause? Will this relationship lead to more causes? | 2/2 |
| total | 8/9 |
Touchdown!: Doves hard knock life
An astonishing 45% of girls quit sports by the age of 14 due to low self-esteem, according to a Dove ad. This is a particularly worrying statistic considering the importance of sports for everything from physical and mental health to college admissions.
The spot ends with a clear CTA; Sports that give you confidence in your body Program – A first-of-its-kind, scientifically proven set of free tools developed by Dove and Nike to help coaches build body confidence in girls. Dove also partnered He brought attention to the program with athlete Kylie Kelce.
This was in line with our assessment. The ad was effective and made sense as a spot on game day. DoubleClick’s efforts are substantial (it’s open source, so no purchase necessary!), and viewers have a clear way to get involved.
| standard | point |
| Fit: Does the cause make sense for your brand? | 3/3 |
| Partnerships: Does the brand have proven partnerships related to this initiative? | 1/2 |
| Activation: Does the ad inform and activate the viewer? Does the ad make people care more about the cause? | 2/2 |
| Long-term: Does the brand have a long-term relationship with the cause? Will this relationship lead to more causes? | 2/2 |
| total | 8/9 |
Touchdown! + 2-point conversion: Pfizer’s scientific challenge
Pfizer chose to use its first-ever Super Bowl ad to highlight its fight against cancer.
“Here’s to Science” layered a famous scientist with Queen’s “Don’t Stop Me Now.” Starting in a historic academic library, the spot zooms in on artwork featuring luminaries such as Albert Einstein, Sir Isaac Newton, Rosalind Franklin, and Archimedes, all of whom come to life and sing together.
The ad directs the viewer to the ad LetsOutdoCancer This site outlines the company’s related work and proven impact.
Following recent acquisitions of cancer-focused biotech companies Seagen Co., Ltd., Cancer has become a top priority for Pfizer. The company has doubled its oncology capabilities, developing 50 new programs and 27 new molecular entities, and devoting approximately 40% of its total R&D to cancer. Pfizer also announced a three-year, $15 million partnership with the United States. American Cancer Society Targeting breast and prostate cancer in underserved areas.
| standard | point |
| Fit: Does the cause make sense for your brand? | 3/3 |
| Partnerships: Does the brand have proven partnerships related to this initiative? | 2/2 |
| Activation: Does the ad inform and activate the viewer? Does the ad make people care more about the cause? | 2/2 |
| Long-term: Does the brand have a long-term relationship with the cause? Will this relationship lead to more causes? | 2/2 |
| total | 9/9 |
Two great plays: NFL Foundation born to play and character playbook
The NFL’s “Run with It” was one of my favorites last year, and I wondered what the organization was about. actually We do it to advance the status of women in sports (beyond inspirational advertising).
this year, both Many of the NFL’s cause marketing spots are not only inspirational, but also clearly fit into a much larger effort.
Born to Play spotlighted: International Player Pathway ProgramThis is part of the NFL’s broader, long-term commitment to enabling athletes of all ages and backgrounds to discover, play and grow in sports.
at the same time, character playbook fights bullying, promotes mental health support for children nationwide, and provides free digital educational resources to K-12 schools nationwide. As a fan of big data, I appreciate that this site includes clear metrics to support its impact.
| standard | point |
| Fit: Does the cause make sense for your brand? | 3/3 |
| Partnerships: Does the brand have proven partnerships related to this initiative? | 1/2 |
| Activation: Does the ad inform and activate the viewer? Does the ad make people care more about the cause? | 2/2 |
| Long-term: Does the brand have a long-term relationship with the cause? Will this relationship lead to more causes? | 2/2 |
| total | 8/9 |
While there have been some brands that have done a good job of blending advertising and inspirational messages with social influence, they haven’t been able to push it across the board.we hope Poppi, snapchatand co-pilot [Microsoft’s AI products]were a little more advanced. We track these companies and see how each is leading in the areas of public health, mental health, economic development and education.
Finally, I couldn’t write about the social impact of Super Bowl advertising without mentioning something particularly surprising.Chinese e-commerce platform Temu also aired a similar program. advertisement Thanks to its (questionably) low prices ($8.99 for a dress? $4.99 for a shirt?!), it encouraged viewers to “shop like millionaires” with unbridled consumerism. Fast fashion is notorious for its negative impact on the environment and its huge impact on human rights. Tim is currently Under investigation It was accused by a House of Commons committee of using forced labor and continues to receive widespread condemnation. criticism Because of the lack of sustainability transparency. This place gave us a headache.
Net Net – As social influence continues to evolve, it’s no surprise that advertising downstream from our work does too.
Emily is the founder and CEO of Ethos Giving. Emily has spent his career working for social change with as much heart and mind as his. With her extensive experience in government, advocacy, nonprofit, business, and philanthropy, Emily has a unique ability to conceive and manage philanthropy that maximizes benefit and value for all. have.
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