Commercials with social justice messages flood the Big Game’s Ads in 2018. TV Ads were laced with social messages reflective of the times – sans political slants – and Socially Sparked® our lives. Brand after brand chose to highlight their social responsibility platforms au lieu de their usual promotional messaging. Diversity, equality, environment, family, pediatric cancer – a few of the issues highlighted during this year’s Big Game.
Clearly evident was the turning tide in brands’ messaging during one of the biggest audience stages around. Add the certain increase of audience reach to the mix via live stream availability and you have an awareness touchdown – supporting the humongous price tag attached to Big Game advertising.
Corporate social responsibility is not a new concept. Businesses and brands have advocated for various causes and given back to the communities in which they do business for decades, if not centuries. However, it is unprecedented to see so many brands opting to spotlight their social platforms instead of their brand platforms on one of the most expensive stages to capture an audience.
Case in Point — Budweiser chose to skip its beloved Clydesdale Horses commercial in favor of its social messaging.
SEVEN BIG GAME COMMERCIALS FOR A CAUSE YOU SHOULD KNOW
ENVIRONMENT - CLEAN WATER
STELLA ARTOIS with MATT DAMON for WATER.ORG
“Clean water at the turn of a tap. Yet millions of people in the developing world spend up to 6 hours every day just collecting the water they need to survive.”
BUDWEISER – “STAND BY YOU”
“Since 1988, our employees have helped provide more than 79 million cans of water to cities across the U.S. that were impacted by natural disasters. But there’s more to do. By the end of 2018, our brewery in Fort Collins, CO will be joining our brewery in Cartersville, GA to deliver even more clean drinking water to communities in need.”
Music: “Stand by Me” performed by Skylar Grey
DIVERSITY / EQUALITY
COCA COLA – ‘THE WONDER OF US”
T-MOBILE – “LITTLE ONES”
“Welcome to the world, little ones! In this big world you will now conquer, you will be connected and not alone. Change starts now. Are you with us?”
Music: “All Apologies” (K. Cobain) as performed by Rockabye Baby!
TOYOTA – “ONE TEAM”
“One Team,” features an amusing, light-hearted narrative illustrating how people from diverse backgrounds unite to celebrate the spirit of what brings them together, their shared passion of sports.”
UNITY / FIRST RESPONDERS
VERIZON – ANSWERING THE CALL
“First responders have some of the most important jobs in America. And yet, they don’t always get the thanks they deserve; many survivors never get the chance to say thank you to the first responders who helped them.
Help us thank our first responders and allourthanks.com“
PEDIATRIC CANCER / RESEARCH
HYUNDAI – “STORIES of HOPE”
“Hyundai’s biggest feature – pediatric cancer research – standard in every car. surprised millions of Hyundai owners by detecting something they didn’t know they had. See the stories of hope that warmed their hearts and showed them that, when they bought their Hyundai, they got so much more than a vehicle.”
KRAFT – “FAMILY GREATLY“
“We gave our Super Bowl commercial to families like yours and together, we proved there’s no one right way to family, there’s just your way. And that’s pretty great.”
The Big Game set records on many fronts — football records, Philadelphia Eagles first-ever Big Game win, social responsibility and more. Net, net — they all Socially Sparked our lives and will for years to come! — Abbe is Socially Sparked Tweet @sosparkednews & @asparks01