Multicultural Marketing News – Super Bowl LIII Ads Analysis: A Multicultural Perspective

Yawn. Pet dogs. Pop a chicken wing. Sip again. Snooze. That was my impression of the Super Bowl from a Multicultural or any perspective, albeit opinions seem polarized about both the commercials and the game among our industry and amigos. Pause. Step back. On the Multicultural front, I witnessed little progress if not regress with the exceptions of Microsoft’s emotional ‘When everybody plays, we all win’ ads with children of all colors, Google’s inspirational ‘100 Billion Words’ ad bringing the world together with Thank you and I love you, and Bumble’s empowering ‘The Ball is in her court’ with Serena Williams. And yes, there were countless other Multicultural celebrity ads, or better said, ubiquitous artists and athletes who happen to be Multicultural, whether for Milk (Dwayne Johnson), Pampers (John Legend), Pepsi (Lil John, Cardi B.), Twilight (Cardi B. again), Michelob Ultra (Zoey Kravitz), Amazon’s Alexa inserting herself (Whitaker, Harrison Ford, Ilana Glazer), or Flaming Hot Doritos Nacho Chips (Chance the Rapper, Back Street Boys). Rewind. Re-calibrate. Doritos was a pretty flaming hot rap dance number and strategically on target, Zen-inspired Michelob Ultra pitch with ASMR spread like wildfire on YouTube, Verizon’s First Responders ad ‘The Team That Wouldn’t Be Here’ trumped T-Mobile and Sprint’s robot, and Anheuser-Busch’s environmental stewardship with ‘100% renewable electricity’ is important to all, including 80% of Hispanics and African-Americans. M&M’s ‘Bad passengers’ with Christina Applegate and Bud Light’s ad with HBO’s ‘Game of Thrones’ appealed regardless of ethnicity. And NFL’s ‘Inspire Change’ reminded us of the importance of education to our polycultural youth’s future, a cause that’s dear to my heart – and perhaps helped compensate for not only a year of turmoil but a mediocre punting Super Bowl proven out by low Nielsen numbers that trended down as the night went on. Rack brain. Recall. As I started writing this the day after Super Bowl, I had to unfortunately re-view and re-review the commercials as all the pop culture celebrities, AI robots, and odes to youth and nostalgia seemed to merge together in an indistinct blur, irregardless of Multiculturals – and irrespective of the brands. As Bill Bernbach once preached to me long ago, ‘If you cannot remember the brand, then it is not effective advertising’.  Thus, as the head of a multicultural agency today, I must concur. By Liz Castells, President, Infusion by Castells Advertising, www.adcastells.com. View company profile here.

It’s no secret that those of us who aren’t as interested as others in the biggest sporting event of the year still tune in to the Super Bowl for, if nothing else, the (hopefully) amazing commercials. A lot of these commercials are high-budget, water cooler convo-bait, and others, like much of pop culture in general, are a reaction to the world and its current collection of turmoils. Not that too many of us need a refresher, but last year wasn’t great, and most, if not all, of the socio-political issues that plagued us then still plague us now (not very surprising since “last year” was all of a month ago). And while last year’s game stole the spotlight excitement-wise, leaving the hype of the annual advertisements to come in second, 2019’s been a different story. A lackluster game (at best) left many an eye trained on an onslaught of ads from the usual beer and automotive suspects, and while I wanted to come away feeling like advertisers “got it,” so to speak, I got a much stronger impression that we were issue-dodging. Representation-wise, it was a mess. Maybe it didn’t feel like it to some — I don’t know — but I barely remember a handful of commercials starring people of color, and I’m including the one with the M&Ms (they are brown, on the inside at least). Point being, besides Cardi B and Lil Jon’s Pepsi commercial with Steve Carell, that 2 Chainz and Adam Scott Expensify commercial and that Doritos commercial starring Chance the Rapper and the Backstreet Boys, what else was there, really? Craig Robinson? Sure, that might sound like a lot, but remember these are literally the only three or four commercials starring high-profile people of color that I can even remember. There were at least fifty “Official Big Game Ads” this year. At least. By Ainsley Andrade, MediaVillage. For more information, contact insites@mediavillage.com. View company profile here.