Super Bowl Ads Drift From Sustainability
During last year’s Super Bowl, nearly 100 million viewers tuned in and saw the largest amount of sustainability ads to ever air during the big game. As the public continues to become more aware of climate change and the need for sustainable efforts, many anticipated this trend to continue. But, was that the case this year?
Steering Clear of the Super Bowl
The content of Super Bowl ads drifted this year after Anheuser-Busch InBev ended its exclusive advertising sponsorship to promote alcohol. Their commercials for Bud Light, Michelob ULTRA, and Busch Light were faced with many competitors who were excited to share the limelight.
With the surge of alcohol-related ad campaigns, it seems that ads focusing on climate change decreased this year. It’s especially prevalent when realizing the lack of car commercials that usually promote EVs and sustainability.
CNBC said that multiple automakers opted out of the Super Bowl commercials to preserve cash in preparation for a potential economic downturn. It is understandable considering that brands spent a minimum of $6-7 million to secure ad space. This spending doesn’t include production costs or the money spent on celebrity cameos, which were heavily present this year.
However, the Super Bowl is TV’s biggest night of the year, with guaranteed viewership. Many companies aren’t willing to miss out on this advertising opportunity, including some car companies. Here are a few of our favorites that carried on the sustainability efforts.
Jeep Claims Freedom is Electric
Jeep continued down the path of sustainability with their commercial for the Jeep Wrangler 4xe and Grand Cherokee 4xe, the newest hybrid models to hit the road. Paired with the song “Electric Boogie,” this 60-second ad showcased the off-roading capabilities of the cars, along with the approval of nearby wildlife.
https://www.superbowl-ads.com/jeep-2023-super-bowl-ad-electric-boogie/
Premature Electrification
RAM Trucks brought the humor by advertising their brand new All-Electric RAM 1500 REV. They poked fun at customers who are hesitant about switching to an all-electric car. They set up the commercial like a medication ad that includes ‘real-patient’ concerns about Premature Electrification. Ultimately, switching to an EV should make their lives easier.
https://www.superbowl-ads.com/ram-trucks-2023-super-bowl-ad-premature-electrification/
EVs are a Netflix Star
General Motors announced they are going electric and partnering with Netflix to give EVs the stage they deserve. Actor Will Ferrell rolls through various Netflix shows including Bridgerton, Stranger Things, and Squid Games to pose the question, “Why not make more of those cars electric?” This partnership will surely increase the use of EVs and possibly inspire other streaming services to follow suit.
https://www.superbowl-ads.com/gm-and-netflix-2023-super-bowl-ad-why-not-an-ev/
Popeyes Nails the EV Checkmark
Even Popeyes showcased an EV, but was it simply a joke? Dieunerst Collin, the meme kid, starred in their Memes to Dreams ad, saying how this commercial has everything a big game ad has, “like a nice ride, electric of course.” While the EV representation continues, is it being used to promote sustainability, or to simply check off a Super Bowl commercial requirement?
The Road Toward Sustainability
Sustainability efforts remain prevalent in the media, and companies are aware that their efforts toward climate change significantly impact the actions of their consumers. Electric car companies seem to be the only ones bringing this attention to the millions of viewers at the big game. While we love seeing a little bit of positive social impact showcased during the Super Bowl, we know that more has to be done to make a difference.
Fortunately, there are plenty of companies that center around sustainability efforts. Strat Labs is here to support your brand or nonprofit by getting your story and mission out there. Luckily, we don’t have to abide by the 30-second time slots and it won’t cost $7 million.
Get in contact with our team of experts today!
Read last year’s blog post about Super Bowl commercials here.