four Tremendous Bowl Advert Model missteps needs to be prevented


I've covered the Super Bowl for years and seen advertisers take in targeted messages or good versions like bees around a honeypot. Money talks. When you're ready to dig deep into your pockets and step on the public stage for the Super Bowl, you better have something more on your mind than "See how good we are", "I see" or "America is great" .

The pandemic cannot be ignored as we all know someone who has been sick, has lost a loved one, or is facing economic uncertainty. But what is the correct answer? However, this year your message could come out as the president throwing toilet paper. Are you wondering if your post or message deserves attention? In all honesty, I'm just tired of the corporate America giants playing saints at a time when their support is tiny. Many Americans pull through hard-earned dollars and donate them to initiatives like food banks or volunteer time or effort to help out in the community. There are four missteps to avoid here.

Don't hold the activist banner, turn people into activists

Yes, brand activism was ripe during this presidency. It became a shout festival from brands like Nike, Ben & Jerry, Patagonia and many less honorable examples. We live in such divided times, but we definitely don't need another politician or another ice cream parlor to tell us we're wrong or right, but someone who can help us in our fight against the pandemic. People no longer buy why you do what you do, but who you can help them. Videos of Italians singing from their balcony show that people want to participate. And we need people who take action to solve climate change, racial injustices or a growing health crisis. It does not do this by making your brand shout diversity, but rather by getting people to fight their own prejudices and prejudices. Values ​​are important, but we need hands to help out in shelters for the homeless.

That doesn't happen if your brand says "We're Responsible!" Carlsberg wanted to support the bars and restaurants in Denmark affected by lockdowns. The Adopt a Keg campaign asked Danes to scan their Carlsberg to fill a virtual keg on the brand's website. By June 10,000 virtual kegs had been filled. Instead of shedding light on your own actions, show how people can be part of the solution.

Don't be a half-hearted hero

We all know who the real heroes are; Don't pretend your brand is one of them. Or don't think that celebrating heroes, building a podium for them, or holding the microphone for them is enough. Help them move on. Use your brand's ingenuity, skills, and efforts to make a difference. There is no such thing as a half-hearted hero. Yes, we should recognize the efforts of health workers, first responders, teachers, and millions of other Americans doing their part, but singing their praises from the sidelines counts less than helping on the front lines.

Starling Bank went out of its way to support volunteers and those in need of community help by introducing a Connected Card: a second debit card with a unique PIN and a spending limit of £ 200. Now vulnerable people could get the help they needed without worry – and more than 18,000 ordered the card.

Less bragging, more bang

We've all seen commercials that brag more than they pop. Take Hyundai's Hope Detector from two years ago. They raised $ 11 million, according to their own website, Hope on Wheels, but think about the ad spend and production costs. I hear so often that actions speak louder than words and yes, that can be true, but then I see more real effect, more bang. Hand sanitizer are nice, but is it enough?

Continue reading


Jeffrey Rabinowitz