The Calm Before the Storm

Call it “Calm Before the Storm” season…?

Four years ago, we were gearing up for a Super Bowl between the Chiefs and the 49ers - and a bitterly divisive election between two guys named Trump and Biden.

Fast forward to barely a month into 2024, and we’re gearing up for a presidential election that will no doubt be marked by some of the most vitriolic rhetoric we’ve seen (and that’s saying something). As for the Super Bowl???

Well, obviously some things haven’t changed.?

Once again facing the treacherous waters of political and social conflict, the atmosphere in the marketing world around the Big Game is trending decidedly towards safety and predictability. It may not be the most exciting approach to the year’s biggest ad showcase, but it is clearly responsive to a collective need.

In 2020, we saw brands take a decidedly similar tact, steering clear of politics, conflict, or controversy and leaning into sentimentality, nostalgia, and familiar comforts. From the re-emergence of ‘90s stars like MC Hammer and Winona Ryder to Google’s memorable tear-jerker about an 85-year-old man trying to preserve the memories of his late wife, escapism was the prevailing promise offered to viewers.?

After a worldwide pandemic, the rise of woke culture and its backlash, and further polarization of our discourse, the bend towards safety is even more pronounced.?

For all the similarities, there is that new but familiar face in the stands - this season’s indisputable MVP, Taylor Swift - bringing with her a whole host of new viewers, many of them Gen Z and Gen Alpha.

It was Taylor herself who talked about arenas serving as safe spaces, a place outside of work or home where fans unite in search of shared connection.?

This year will see a record number of ads for sweet treats and comfort food – likely a play for some of those young viewers who are more “Team Taylor” than “Team Travis.” After all, what better way to bring people together than the simple act of sharing a candy bar among friends?

As for the over-21 crowd, Budweiser, that stalwart of Super Bowls, has opted for the advertising equivalent of running the ball straight up the middle. That’s right, the Clydesdales are back, creating a warm bath of nostalgia and delivering reassuring fan service for the brand. Meanwhile, Bud Light, still recovering from a recent bout of controversy, is running an ad that revolves around a friendly genie who literally grants people whatever they wish.?

The rough edges are being sanded off, both inside Allegiant Stadium - where even the color schemes of the opposing teams look the same - and in the main hues of the advertising.?

People are facing 2024 with trepidation - about the future of our country and the increasingly ominous state of the world. More than ever, the Super Bowl will look to play the role of national comfort blanket. We could all use it.

#SuperBowl #Advertising #TaylorandTravis #2024