Super Bowl: events like this are perfect for brand storytelling – unless companies get their messaging wrong

Error message

Notice: Undefined property: stdClass::$ds_changed in eval() (line 16 of /var/www/7/modules/php/php.module(80) : eval()'d code).
Notice: Undefined property: stdClass::$ss_search_api_url in eval() (line 20 of /var/www/7/modules/php/php.module(80) : eval()'d code).
Notice: Undefined property: stdClass::$tm_title in eval() (line 20 of /var/www/7/modules/php/php.module(80) : eval()'d code).
Notice: Undefined property: stdClass::$ds_changed in eval() (line 16 of /var/www/7/modules/php/php.module(80) : eval()'d code).
Notice: Undefined property: stdClass::$ss_search_api_url in eval() (line 20 of /var/www/7/modules/php/php.module(80) : eval()'d code).
Notice: Undefined property: stdClass::$tm_title in eval() (line 20 of /var/www/7/modules/php/php.module(80) : eval()'d code).

With 115m viewers watching the game last year in the US, 30-second ad spots go for a reported $7m (£5.5m).

Metadata

Provider:

The Conversation

URL:

https://theconversation.com/super-bowl-events-like-this-are-perfect-for-brand-storytelling-unless-companies-get-their-messaging-wrong-222548

Retrieved on:

Friday, February 9, 2024

Information

Geotags:

ANGER, VIETNAM, GILLETTE

Summary

Key Points:

With 115m viewers watching the game last year in the US, 30-second ad spots go for a reported $7m (£5.5m).
These days, “Super Bowl ads” are highly anticipated in terms of creative, memorable storytelling that hits home.
Successful ads leverage the massive platform not just to grab eyeballs, but to reinforce brand values through authentic, engaging stories.
Our research showed that employees who believe in the brand will go out of their way to do good.

When brands don’t read the room

Reducing environmental harm and standing up for social issues are two examples of consumer expectations of favoured brands, some of which may be tempted to jump on the bandwagon.
But soon after, Gillette, in its attempt to play the social activist card, launched its “is this the best a man can get?” campaign.
In a dramatic two-minute ad, aspects of toxic masculinity, including bullying, sexism and sexual harassment post-#MeToo were addressed.
The consumer base ends up feeling alienated by the brand’s perceived hypocrisy and inauthenticity.

Evolving narratives

Research shows that storytelling increases reader identification with characters, shifts attitudes and beliefs and creates more lasting memorability than straightforward delivery of information.
Unlike explicit messaging which can feel inauthentic, getting lost in a story can inspire emotions and shape beliefs in a subtle, organic way.

Digital immersive storytelling

We propose using immersive digital storytelling techniques for brands to craft and validate the authenticity of their messaging.
Interactive digital media enables more participatory story experiences between brands and audiences.
Working with a company to showcase their sustainability efforts, we created an immersive storytelling experience using extended reality technology.

The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.