Given the state of the world, divisive political climate and rising COVID-19 cases, this year’s Super Bowl was bound to be different.
That’s no exception for ads. Ahead of the game, top brands including Coke, Audi, and Budweiser shared they wouldn’t be placing ads. With placement priced up to $5.5 million for 30-second spots, it took CBS two more months than usual to sell ad space.
Many ads played it safe like Scotts & Miracle-Gro, some tapped into nostalgia like Cheetos’ “It Wasn’t Me,” and others tapped into escapism, not touching on COVID-19 or featuring masks/social distancing, like “Bud Light Legends.”