Super Bowl Commercials: Diversity and Equality Sell

Feb 7 2014, 7:12pm CST | by

Super Bowl Commercials: Diversity and Equality Sell

This year’s Super Bowl commercials viewed collectively paint a picture that the vast majority of Americans are progressives on hot button items from immigration to gay rights. Gone were the sexist spots of  Super Bowl pasts. Even domain site seller GoDaddy and mens grooming line Axe dropped the Playboy ethos for “Kumbaya” humor. With 30-second commercials going for for $3 million a piece, Madison Avenue minds decided their money is best spent on positive images of men, women, boys and girls that celebrate diversity and equality. From Cheerios to Toyota that is the message that sells,  
/>

Best example? That would be Coca Cola’s spot featuring “America the Beautiful,”sung in 7 different languages. The commercial included a variety of people, including kids, the elderly, straight, gay, in all manor of dress from cowboy hats to hijabs. playing, eating, and having an all around American good time. It’s a heart-warming sugar water pitch, that easily could have been a public service announcement for immigration reform.

The Coke ad dubbed “It’s Beautiful” drew fire from conservative talking heads, including Glenn Beck and the usual Fox News pundits. Coca Cola certainly expected that kind of right wing response going in. It also knew the critical blather would only amplify its message and ultimately sell more soda.  

The Coke ad was right in step with a spot featuring Bob Dylan that had the iconic American voice touting the new Chrysler 200. Dylan took some knocks in the past when he shilled for Victoria Secrets in 2004 and then the Cadillac Escalade in 2007. I’m a a big Bob Dylan fan.  When those earlier spots appeared it made me ask: “Does he really need the money that bad?”  My initial thoughts were likewise about the Super Bowl spot for Chobani Yogurt that used the Dylan classic “I Want You.”

Still, I know that Dylan the man and his music is embraced by Madison Avenue, because what was once counter-culture is now Main Street culture. The Chrysler commercial fit perfectly with the spirit of the Super Bowl and America circa 2014. Bob Dylan, a child of the Midwest , was praising the people of Detroit working  tirelessly to pull a once proud city up by their collective bootstraps. Naturally, there the irony that Chrysler is owned by Italian car manufacturer Fiat. But that’s okay because we are the world. Take the Maserati spot staring “Beasts of the Southern Wild’s captivating child star Quvenzhanzi Wallis. The splashy Italian sports car is only named and seen at the end of the commercial,only  after powerful images of nature gone wild and people working hard amidst it have filled the screen. What a mash-up. 

Celebrities, per usual, were part of the Super Bowl sellathon. But they we on deck to poke fun at their fame. Bruce Willis for Honda, Tim Tibow for T-Moblie, as well as Arnorld Schwarzenegger for Budweiser all made fun of their well-honed macho personas. On behalf of SodaStream, Scarlett Johansen went all meta on the do-good sexy starlet bit. David Beckham for H&M undies offered plenty of eye candy too, but again it was a fun, self-effacing pitch. Celebrities: They’re just like us and we are the world.

For every spot featuring guys with dreams of Super Bowl glory, there were gals galore elsewhere not only leveling the playing field, but dominating it. The best example of  girl power on display was the Intuit GoldiBlox spot, that turned the Heavy Metal sex anthem “Cum on Feel the Noize” into “Come On Bring The Toys” with legions of girls singing “girls make some noise” in the chorus is the “message.” That’s a quantum leap from Slade  command-singing; “girls rock your boys.” We’ve come a long way baby. This isn’t about political correctness. It’s about what sells.

Please follow me on Twitter: @Jmaxrobins

Source: Forbes Auto

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

IPad Air Giveaway 2014 is Online
IPad Air Giveaway 2014 is Online
Our sister site I4U News is giving away a brand new iPad Air or if you can wait an iPad Air 2. This is an $499 value.
 
 
Your Parent Or Kid Moved In: Are You Covered?
A record 57 million Americans now live in multigenerational family households — double the number in 1980, according to a new Pew Research Center study. And I bet many of them have the wrong homeowner’s or renters...
 
 
Pandora Looks to Challenge Terrestrial Radio's Dominance in Cars
Pandora Media is one of the largest Internet radio providers in the U.S. with more than 75 million active users. While the company’s active user count has increased at a robust pace historically, it is likely to slow...
 
 
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
Are General Manager Salaries About To Skyrocket? Will There Be A Front Office Salary Cap?
It’s January 2026. New York Yankees owner Hal Steinbrenner gets out of his driverless car and triumphantly marches before the gathered press to introduce his prized new free agent. It’s a record-breaking contract—over...
 
 
 

Latest from the Network

Amazon Black Friday 2014 Sale has Started
The Amazon Black Friday 2014 Sale has been released. The Amazon Black Friday 2014 begins earlier than ever before. In past years the Amazon Black Friday deals week started on Sunday.Amazon will release new deals as...
Read more on Ad Balla
 
iPhone 6 Plus Delivery Time Reduced
The customers will receive the 5.5-inch iPhone 6 Plus sooner than the previous time, as the delivery time of the device has been enhanced.According to Mac Rumors, the delivery time of the 16GB iPhone 6 Plus has been...
Read more on Apple Balla
 
Best Buy Reveals Pre-Black Friday Offers for Apple Devices
Ahead of the Black Friday, Best Buy decides to shake up the market, as it begins offering some great deals for the Apple devices.According to Mac Rumors, Best Buy has reduced the price of the iPad Air by $80 to $100,...
Read more on Apple Balla
 
Saina goes down in Hong Kong Open quarters
Hong Kong, Nov 21 (IANS) Top Indian shuttler Saina Nehwal could not replicate her last week's China Open title win as she went down in straight games in the women's singles quarterfinals of the $350,000 Hong Kong Open...
Read more on Sport Balla
 
'Earth on track to warmest year on record'
Washington, Nov 21 (IANS) The globally averaged temperatures for October as well as the January-to-October period were both the highest on record since record keeping began in 1880, the US National Oceanic and...
Read more on Politics Balla
 
New factor in liver cancer progression discovered
Vienna, Nov 21 (IANS) Researchers from the Medical University of Vienna in Austria have discovered a new factor in the development and progression of the most common type of liver cancer, hepatocellular carcinoma (HCC...
Read more on Business Balla
 
Faris, Pratt open up about premature baby birth
Los Angeles, Nov 21 (IANS) Actress Anna Faris and husband Chris Pratt say that they were devasted when informed about the premature birth of their son. However their fath in god was restored when they saw the child....
Read more on Celebrity Balla
 
Rare worm in British man's brain sequenced
London, Nov 21 (IANS) For the first time, the genome of a rarely seen tapeworm - residing in a British man's brain for four years - has been sequenced, offering new opportunities to diagnose and treat this invasive...
Read more on Business Balla
 
Court orders inclusion of co-accused in Musharraf case
Islamabad, Nov 21 (IANS) A special court in Pakistan Friday ordered the inclusion of three co-accused in the treason case against former president Pervez Musharraf and proceedings against those who advised him to...
Read more on Politics Balla
 
'Sexual orientation not a choice, influenced by genetics'
London, Nov 21 (IANS) In the largest study of its kind, genetic analysis of 409 pairs of gay brothers, including sets of twins, has linked sexual orientation in men with two regions of the human genome. Two genes, one...
Read more on Business Balla