Super Bowl Ads Center Sustainability
As COVID-19 Pandemic fatigue wages on, marketers expected fewer Super Bowl ads to center on togetherness or sticking together through this “new normal”. Rather, this year’s Super Bowl saw a return to celebrity-studded advertisements, a wave of nostalgia and a focus on cryptocurrency.
Another theme was clear: brands must showcase their sustainability efforts in order to stay relevant. This year, nearly 100 million viewers were estimated to have tuned in–and they saw the most climate change related ads of any Super Bowl to date, mostly focused on electric vehicles.
See three of our favorite sustainability-themed ads from this year’s big game.
GM is putting the EV in Dr. Evil
In General Motors’ 60-second ad, nostalgia meets forward-thinking as actors from the cult-favorite movie series, Austin Powers, meet to discuss how to take over the world. In classic Austin Powers fashion, Dr. Evil is consumed with power and becomes fixated on the idea that he can use electric vehicles to save the world, and then conquer it. Following the ad, GM CEO announced an additional $50 million contribution to their Climate Equity Fund.
https://www.superbowl-ads.com/2022-gm-dr-ev-il/
Forget Rams or Bengals, Salesforce is #TeamEarth
In Salesforce’s ad, Actor Matthew McConaughey tells us “it’s not time to escape, it’s time to engage,” and goes on to say “while others look to the metaverse and Mars, let’s stay here and restore ours.” In a call for climate action and social inclusion, Salesforce has positioned itself as a champion of corporate social responsibility.
https://www.youtube.com/watch?v=tIp251KCz6k
Helleman’s is tackling food waste, literally
Former NFL player Jerod Mayo appeared in an ad for Hellmann’s mayonnaise, in which he tackles people who are guilty of making food waste.
https://www.youtube.com/watch?v=X_1Ordi5GjY
Climate of Change
These ads ran at the perfect time. This year’s Super Bowl was nearly the hottest on record with a temperature of 82 degrees Fahrenheit when the Rams and Bengals took the field.
2021 was the fifth-hottest year on record globally as emissions of greenhouse gasses, carbon dioxide and methane, the main drivers of the climate crisis from burning fossil fuels, continue to rise.
As such, studies show that sustainability is one of the main factors that influence Gen Z purchasing decisions. In 2022, consumers want to know that they are spending their money ethically, and that their purchases can help make the world a better place.
Brands–especially automakers–are listening. With an outpouring of commercials advertising electric vehicles, it is clear that a transparency about climate action is an essential step for brands as they sculpt future marketing campaigns.
The Time is Now
Does your brand or non-profit hold sustainability as a key tenet?
Here at Strat Labs, we can help you share your sustainability story–for much less than $6.5 million. Together, we can make the world a greener place.
Contact us today to learn more!