More brands are "tangling with political and social issues in their advertising campaigns," but "most Americans would rather they don't try the same thing during the Super Bowl," according to a poll cited by Nat Ives of the WALL STREET JOURNAL. Viewers are "likely to get what they want." The poll shows two-thirds of consumers "call the Super Bowl an inappropriate place for advertisers to make political statements." Baby boomers in the poll "disapproved of political Super Bowl advertisements more, at 77%, than younger cohorts such as millenials (55%) and Generation Z, defined as those 18-21 years old (43%)." Only 35% of Generation Z respondents "called political Super Bowl ads 'very' or 'somewhat' appropriate." The Super Bowl has "featured political ads before, most notably" in Super Bowl LI, which "took place soon after President Trump's inauguration." Super Bowl LII was "less overtly political, but still included a Coca-Cola Co. ad promoting unity, a diversity theme from T-Mobile USA Inc. and Dodge Ram Trucks using audio of a Martin Luther King Jr. speech in an ad for its Ram pickup truck that promoted public service." Marketers have not "shown any inclination to charge into hard-core politics or social controversies" during Super Bowl LIII (WSJ.com, 1/16).
RETURN OF THE LEGUME: VARIETY's Brian Steinberg reported Planters will place Mr. Peanut in a 30-second "ad slated to appear in the second quarter" of Super Bowl LIII. Kraft Heinz Head of Brand Building & Marketing Luke Cole said that Planters ran a commercial in the Super Bowl "about a decade ago." Steinberg noted a celebrity whom Cole "declined to name will also take part in the commercial, ensuring that the whole ad venture isn't entirely dependent on the character's shell." Viewers will "see the ad mascot riding what Cole called a 'nut mobile' and play up the benefits of eating nuts." The commercial was "crafted by independent agency VaynerMedia" (VARIETY.com, 1/15). AD AGE's Jessica Wohl noted Planters is the "second marketer working with VaynerMedia on its big game ad and the second Kraft Heinz brand to announce a Super Bowl spot this year" (ADAGE.com, 1/16).
LATEST BUZZ: ADWEEK's Lindsay Rittenhouse noted Bumble's first spot of its ad campaign with Serena Williams will "debut during the first half of the Super Bowl." Bumble "would not confirm the length of the spot or in what quarter it will air." The ad will "showcase the rise of Williams, not just as a professional tennis star but as an entrepeneur, role model, wife and mother." The spot was "created by a predominantly female team of creatives" at Bumble's lead agency, FlyteVu, Nashville, and WPP's VMLY&R. A teaser spot shows Williams "discussing why now is the time for women to take control of their own stories and also includes behind-the-scenes footage of the female creatives who brought the ad to life." VMLY&R Global Chief Creative Officer Debbi Vandeven said that the "almost entirely female creative team, spread across various parts of the country, was pulled together rather quickly to work on the Bumble spot" (ADWEEK.com, 1/15). USA TODAY's Erik Brady notes Bumble had previously "announced a partnership with Williams that goes active on Super Sunday." Williams will "serve as Bumble's global ambassador to reinforce what it calls its 'mission to end misogyny and empower women around the world'" (USA TODAY, 1/16).
CHALLENGING WHAT'S POSSIBLE: AD AGE's Jack Neff noted P&G's Olay brand will "make a surprise appearance in the Super Bowl -- a relatively rare entry from a women's beauty brand -- with a 30-second spot" from Saatchi & Saatchi, London, in the first quarter of the game. The spot is a "first for Olay, and the first beauty brand in the game since the small 'It's a 10' salon haircare brand aired an ad" in '17. The last women's beauty brand to "air an ad in the Super Bowl before that was Unilever's Dove" in '06. P&G has had a "history in recent years of bringing brands into the game from categories that had been absent or sparsely represented" (ADAGE.com, 1/15). Creative details around the ad are not yet known, but Olay Brand Dir Stephanie Robertson said that viewers are in for a "totally unexpected angle" from the brand (ADWEEK.com, 1/14).
