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

Sindhu joins Thulasi, Kashyap, Srikanth in quarters (Roundup)
Glasgow, Aug 1 (IANS) Indian badminton players had a great day at the Commonwealth Games when Pusarla Venkata Sindhu joined Parupalli Kashyap, Kidambi Srikanth, Rajah Menuri Venkata Gurusaidatt and Puthenpurayil...
Read more on Sport Balla
 
CWG badminton: Sindhu makes it a good day for India
Glasgow, Aug 1 (IANS) India's Pusarla Venkata Sindhu Thursday night joined Parupalli Kashyap, Rajah Menuri Venkata Gurusaidutt and Puthenpurayil Chandrika Thulasi in the quarterfinals of badminton competition at the...
Read more on Sport Balla
 
Why Apple Is Winning The Samsung War
In the past couple of weeks, a lot of new has come out related to Apple and their business success. Especially in relation to Samsung, they have a lot to be happy about.Many people were expecting Apple to take a large...
Read more on Apple Balla
 
Russia Pushing Apple To Release Source Code
Security concerns were recently raised by the Chinese government concerning Apple’s iPhones. They say that Apple’s devices are being used to spy on the State and reveal secrets to the United States government. Days...
Read more on Apple Balla
 
Kelly Rowland's pregnancy was 'a surprise'
Kelly Rowland admits her pregnancy wasn't planned. The 'Motivation' hitmaker, who is expecting a baby boy with husband Tim Witherspoon, was initially shocked to discover the news, but has already chosen a name for their...
Read more on Celebrity Balla
 
Jada Pinkett Smith is still besotted with Will Smith
Jada Pinkett Smith says Will Smith is much more than just her husband. The 42-year-old actress, who has daughter Willow, 13, and son Jaden, 16, with the actor, admits she is ''ecstatic'' about the way their 17-year...
Read more on Celebrity Balla
 
Apple TV Meets Another Delay
Apple TV has been a successful product, although it hasn’t found its place in the market the way that devices like the Roku have. Apple has been working hard to remedy that, including planning a big upgrade that would...
Read more on Apple Balla
 
14 Palestinians killed in Gaza
Gaza, Aug 1 (IANS) At least 14 Palestinians were killed and 29 injured Friday in Israeli airstrikes, hours before the start of a 72-hour ceasefire in the Gaza Strip. According to medical sources, eight Palestinians...
Read more on Politics Balla
 
Continue peace talks: Myanmar president
Yangon, Aug 1 (IANS) Myanmar President U Thein Sein Friday called for efforts to continue peace talks amidst the country's political reform. "Despite different opinions, political groups entertain a shared attitude...
Read more on Politics Balla
 
James Franco: Child of God is 'very dark'
James Franco says 'Child of God' is ''ten times darker'' than 'No Country for Old Men'. The '127 Hours' actor stars in and directs the upcoming film adaptation of Cormac McCarthy's novel of the same name and he's...
Read more on Movie Balla