Upbeat Super Bowl Ads Centered On Brands Perform Best
}
The positive and humorous tone of many Super Bowl commercials this year reflected a public desire to be entertained, in contrast to social-message ads that were more prevalent during pandemic and in the wake of George Floyd’s death.
“Positivity, lightness, and comfort are in high demand as consumers turn selfward,” according to a study of the creative content of Super Bowl advertising by researcher Kantar. “We have seen most advertisers follow suit with the tone of their ads during the Super Bowl.”
“Positivity, lightness, and comfort are in high demand as consumers turn selfward,” according to a study of the creative content of Super Bowl advertising by researcher Kantar. “We have seen most advertisers follow suit with the tone of their ads during the Super Bowl.”
