{"id":17234,"date":"2021-02-09T04:33:00","date_gmt":"2021-02-09T03:33:00","guid":{"rendered":"https:\/\/eastwind.es\/marketing\/?p=17234"},"modified":"2021-02-12T22:32:42","modified_gmt":"2021-02-12T21:32:42","slug":"super-bowl-lv-just-bud-and-bass-told-about-challenges-posed-by-the-pandemic-in-2020","status":"publish","type":"post","link":"https:\/\/eastwind.es\/marketing\/en\/super-bowl-lv-just-bud-and-bass-told-about-challenges-posed-by-the-pandemic-in-2020\/","title":{"rendered":"Super Bowl LV.- Just Bud and Bass told about challenges posed by the pandemic in 2020"},"content":{"rendered":"\n

During 2020, monitoring creative messaging became more focal than ever, with brands and agencies navigating uncharted territory in how to communicate through a global pandemic, recurrent social issues, and a divisive political climate.

Most brands were careful not to say anytihg about the pandemic or current events in their Super Bowl ads. Only two advertisers, Bud Light and Bass Pro Shops & Cabela’s, directly made reference to the challenges of the past year.

Bud light in their Seltzer Lemonade\u2019s \u2018Last Year\u2019s Lemons\u2019 ad called 2020 a \u00ablemon of a year\u00bb, and after some gags full of lemons raining from the sky causing any kind of heavy dammages, the brand turns bad lemons into positive remembering the saying \u00bb if life gives you lemons\u2026make Bud light Seltzer Lemonade\u00bb.<\/p>\n\n\n\n

\"Bud<\/a>
Caption of the Bud Light Seltzer Lemonade\u2019s \u2018Last Year\u2019s Lemons Super Bowl LV ad. \u00a9 Wieden + Kennedy \/ Anheuser Busch-Inbev.<\/span><\/figcaption><\/figure>\n\n\n\n

The audiovisual piece has been conveived by Wieden + Kennedy for the first product of the brand in the hard seltzer lemonade category, which was launched short before Super Bowl LV, but not in the game.

The other advertiser, who dared to reffer about 2020 pandemic, has been the outdoor retailer Bass Pro Shop’s subsidiary Cabela.
\u201cIn these trying times, we need nature more than ever. We need nature to remind us that like a sunrise or the turning of the tides, these challenges will pass,\u201d says a voice over in the 60 sec ad conceived by the founder of the company, Johnny Morris and produced in-house with the creative support from the agency Kuhl-Swaine.
A great message of hope for an advertising segment specially bearing the crisis triggered by the COVID-19 pandemic and confinement measures.<\/p>\n\n\n\n

\"The<\/a>
Caption of the video Back to Nature, Super Bowl LV ad of Bass Pro Shops & Cabela’s. \u00a9Bass Pro Shops & Cabela.<\/span><\/figcaption><\/figure>\n\n\n\n

Marketers stayed mostly silent on current events, but the casting analysis by comScore and Hive showed sustained efforts to promote gender equality and diversity & inclusion in this years Super Bowl ads.

This next-day research relied on metadata created using Hive’s proprietary computer vision models and Hive’s consensus-driven data labeling platform which leverages a distributed workforce of more than 2 million registered contributors.<\/p>\n\n\n\n

Image over the headline.-<\/strong> Caption of the Bud Light Seltzer Lemonade\u2019s \u2018Last Year\u2019s Lemons Super Bowl LV ad. \u00a9 Wieden + Kennedy \/ Anheuser Busch-Inbev.<\/span><\/h4>\n\n\n\n

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Related Eastwind Marketing links<\/span> (comScore Analysis Super Bowl LV):<\/strong><\/span><\/h4>\n\n\n\n

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Related external links<\/span>:<\/span><\/strong><\/h4>\n\n\n\n

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To read the whole analysis, <\/span>clic here<\/span><\/a><\/p>\n\n\n\n


Bud Light Seltzer Lemonade\u2019s \u2018Last Year\u2019s Lemons\u2019 (video)<\/span><\/a><\/p>\n\n\n\n


Bass Pro Shops and Cabela\u2019s Super Bowl Commercial 2021: Get Back to Nature (video)<\/span><\/a><\/p>\n\n\n\n

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Related Eastwind Marketing links<\/span> (Super Bowl LV analysis):<\/span><\/strong><\/h4>\n\n\n\n

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Super Bowl LV.- Women and athletes in ads still on the rise, new products and online calls to action down around a 50%<\/a><\/p>\n\n\n\n

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Super Bowl LV.- While automotive reduced TV airtime financial services and restaurants almost doubled<\/span><\/a><\/p>\n\n\n\n

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Super Bowl LV.- In-game exposure got the lion\u2019s share in screen time<\/span><\/a>
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Related eastwind Marketing links<\/span>:<\/span><\/strong>
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Super Bowl LIII.- Not only Skittles opted out of the game in the most women centric NFL competition ever<\/span><\/a><\/p>\n\n\n\n

<\/p>\n\n\n\n

Droga 5 \u201cresurrects\u201d Crocodile Dundee for Tourism Australia at the Superbowl<\/span><\/a><\/p>\n\n\n\n

<\/p>\n\n\n\n

Pepsi launches Kola House hospitality venture preview during the Superbowl<\/span><\/a>



<\/p>\n","protected":false},"excerpt":{"rendered":"

Most brands were careful not to say anytihg about the pandemic or current events in their Super Bowl ads. Only two advertisers, Bud Light and Bass Pro Shops & Cabela’s, directly made reference to the challenges of the past year.<\/p>\n","protected":false},"author":24,"featured_media":17255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[5],"tags":[11013,11014,11015,8694,11016,10486,11018,11019,11008,11007,11017],"yst_prominent_words":[],"_links":{"self":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/17234"}],"collection":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/comments?post=17234"}],"version-history":[{"count":0,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/17234\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media\/17255"}],"wp:attachment":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media?parent=17234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/categories?post=17234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/tags?post=17234"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/yst_prominent_words?post=17234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}