The next Super Bowl will still feature plenty of feel-good, non-political spots, noted Mike Paul, president of crisis PR firm Reputation Doctor. But he believes there will also be a “strong empowerment message” in many commercials that will make the telecast focus on social justice and the pandemic, alongside football.
The top issue for Americans is the pandemic, Paul said. But a close second is racism. If marketers and agencies are going to address systemic racism, they better involve people of color in the creative and decision-making process.
“It’s not about diversity, equality and inclusion issues,” Paul said. “This isn’t about a new civil rights movement only. It’s about racism at its core. And that scares Madison Avenue.”
More women watch the Super Bowl than the Oscars. Paul added that marketers will focus on “the power of women” in their ads. To address the pandemic, Paul envisions health care companies airing heart-warming ads showing family members safely visiting grandma or grandpa in a nursing home with a window between them.
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