Fewer “woke” commercials are set to air during Sunday’s Super Bowl. According to a Variety report, advertisers are backing away from divisive, politically charged campaigns this year as they try to navigate an increasingly hostile cultural climate. This means that viewers are less likely to see commercials promoting hot-button issues like immigration and social justice during the coveted Super Bowl ad space.
But it’s not just a shift in strategy – it’s a matter of survival for these companies. With prices skyrocketing under Joe Biden’s presidency, consumers are already struggling to make ends meet. The last thing they want to see during the big game is a lecture from a multi-million dollar corporation on how they should feel about social issues.
Michelle Deignan, vice president of U.S. Oreo operations, part of Mondelez International, put it bluntly: “Life is tough enough for consumers right now. They don’t need to be bombarded with more divisive rhetoric while trying to enjoy some football.”
This sentiment is echoed by other marketers, who are opting for safer, lighthearted commercials instead. Ads featuring nostalgia, humor, and emotion are expected to be the big hits of the night. After all, who wouldn’t want a sweet escape from the harsh reality of record prices for necessities like food and energy?
Watch David Schwimmer (Ross) try to jog Jennifer Aniston’s (Rachel) memory in this unforgettable Uber Eats Super Bowl 2024. Watch the full version here: https://t.co/GkmG4okE4a #friends #jenniferaniston pic.twitter.com/6QWQlHxUtp
— Daily Commercials 🌐 (@CommercialsDay) February 7, 2024
But it’s not just about avoiding backlash – it’s also a smart business move. As Tim Calkins, a professor of marketing at Northwestern University, points out, no one wants to risk their career with a poorly received Super Bowl commercial. With the power of social media, any misstep can quickly spiral into a PR nightmare.
Of course, this isn’t the first time advertisers have played it safe during the Super Bowl. Remember the conservative uproar over the “woke” 84 Lumber ad that aired during Trump’s first year in office? Or Budweiser’s controversial immigration-themed spot in 2017? Advertisers have hopefully learned their lesson and are steering clear of anything that could potentially anger a certain segment of the population.
But let’s be real – the outrage probably won’t go away anytime soon. Thanks to the rise of social media and cancel culture, the Super Bowl has become a battleground for cultural and political commentary. And while advertisers may be playing it safe this year, there’s no guarantee they won’t stumble into controversy again in the future.
In the end, it’s up to viewers to decide if they want to support companies that use their platform to push a certain agenda. As prices continue to rise and consumers struggle to make ends meet, the last thing they want to do is financially support corporations that prioritize virtue signaling over their own financial stability.
So when you’re watching the Super Bowl this year, enjoy the commercials for what they are – a temporary escape from the hardships of everyday life. And remember, it’s okay to enjoy the game without getting caught up in the politics. After all, isn’t that what sports are all about?
