If you teared up a bit during the MassMutual commercial that played in last nights game, you’re not alone. Surprisingly, there were many moments of heartbreak and heart warmth in the commercials during Super Bowl LII. Brands such as T-Moblie, Budweiser, and Verizon all played a major role in making altruistic ads a trend during the big game. If you missed them, here’s a quick glimpse:
A 30-second commercial spot during Super Bowl LII cost $5 million dollars. So, why would brands choose to start a conversation on inclusion, diversity, and relief-aid when the price is so high? The CEO of T-Moblie defends his decision saying “We wanted to use our airtime to further that conversation by making this simple point: We all started in the same place. We are more alike than different.” This idea was consistent across most brands this year, and it continues on, even outside of the prime-time spotlight.
Adobe’s student program, “The Future is Yours”, released a video on YouTube last week that highlighted work the program has done for Harvey Hurricane victims. The program focused on restoring the family photos that had been damaged due to the hurricane.
So, why is altruistic advertising working? Just a few years ago, the idea that a brand would capitalize on associating their name with the well-being of others was frowned upon. In today’s political and social climate, consumers are more responsive than ever to altruistic advertising. Gen Z and millennial shoppers are taking cause culture seriously as consumers. Only 12% of millennials said they don’t think about the causes that a brand supports, which is why altruistic advertising has potential to be the trend of 2018.