Super Bowl LIV: Here for the Halftime Show (and the Commercials)
The excitement around this year’s Super Bowl LIV in Miami – from commercial teasers to the much-hyped halftime show – ensured that it was an event not to be missed. Super Bowl commercials, on their own, have been a long-standing cultural event. Companies embrace the opportunity to participate in the #BrandBowl, where they can show off to millions of people. But getting the message right for the big game is important – do you want to be funny? Inspiring? Weird? How can you make sure that yours is the commercial that will stay in our heads for days to come? This year was no exception and commercials definitely ran the gamut of brand messages. One theme that radiated throughout the Super Bowl, in both the halftime show and commercial line-up was clear: #girlpower.
Halftime Makes History: The historic Latin, all-female halftime show lineup was high energy, colorful, and fun, but not without a message of political activism. On one of the biggest stages in the world, two of the biggest names in Latin pop music showed off their extensive catalogue of hits in both English and Spanish, while also sending a message. J. Lo made sure to show her support of Puerto Rico by wearing their red, white and blue flag. Also, in a gesture of solidarity within the Latin community and fighting back anti-immigration rhetoric, one song featured children singing “Born in the USA” in glowing cages. These small acts throughout the 15-minute show showed its overall purpose – to celebrate these amazing female performers and bring joy, but also utilize an incredible platform to shed light on important cultural and political issues of our time.
Embracing Empowerment: Staying with the #girlpower theme, brands embraced an empowerment message. Brands like Olay and Microsoft featured commercials that lift up women’s stories and the message of equality. Olay’s #MakeSpaceForWomen commercial is very clear and direct – “when you make space for women you make space for everyone.” They also showed that they’re not just talking the talk, but also walking the walk when it comes to giving back – every tweet using their hashtag will include a $1 donation to Girls Who Code. This tactic conveys the push for action with a social media effort - creating an easy way for everyone to give back and show what matters to them.
Microsoft spotlighted Katie Sowers, the first female coach to reach the Super Bowl, sharing her story of passion and coaching the sport she loves. The commercial, featuring her own voice, shows that through hard work and dedication you can make dreams come true and help open doors for other women who want to get involved. Sharing this specific story is an interesting tactic for Microsoft, because their technology takes a backseat to Katie’s story. By embracing the women’s empowerment theme, Microsoft shows that it is part of their brand’s mission to challenge the status quo and support women looking to achieve more. The ad connects with a lot of their corporate social responsibility programs such as #MakeWhatsNext, inspiring young girls to pursue science, technology, engineering and math.
Money Talks (But It Needs To Be Authentic): This year, Forbes reports that the average cost for a 30 – second Super Bowl spot was a record-high of $5.6 million. With viewership in the millions, it’s critical that brands who choose to make this investment make sure that they clearly get a message across. The Super Bowl is a cultural phenomenon that provides brands a massive stage to share their purpose with the world. To ensure that your money actually makes an impact, you need to make sure that your message resonates with the millions of people who are tuning in. And if last night’s commercials and performances proved anything, it’s that your message needs to be authentic to your brand in order to be a success – include real stories and diverse representation, and convey your sense of responsibility (and prove that you’re more than just talk)!