How did I spend my Super Bowl Sunday? Watching the big game, of course. As much as I was riveted by the exciting outcome – New England beat Atlanta, 34-28, after coming from behind to force the first overtime game in the 51-year history of the Super Bowl – I focused on the commercials, too.
This year, many ads contained politically charged messages and several TV spots highlighted hot-button themes such as immigration (Budweiser, 84 Lumber), equal pay (Audi) and inclusion (Coca-Cola). Are you paying attention, Mr. President?
Long after the game ends, collectively, we do seem to remember the commercials, especially the good ones. There were a couple of ads that resonated with me for a variety of reasons, for Coca-Cola and for Airbnb. Both aired early during Sunday evening's Super Bowl LI game broadcast.
In "It's Beautiful," Coca-Cola's message was simple: "Together is beautiful." The Atlanta-based soft drink titan scored a touchdown with its Super Bowl ad that aired just before kickoff, in which culturally diverse Americans sang a multilingual version of "America The Beautiful," in English, Hindi, Arabic and Tagalog.
The 60-second spot designed by Wieden + Kennedy debuted during the 2014 Super Bowl to mixed results and was revived during last year's Rio Olympic Games. However, given the current national conversation many Americans have been sharing about immigration and diversity, its message seemed more relevant. "It's Beautiful" featured plenty of beautiful, multicultural images depicting America as a nation of many races, many ethnicities and many religions. It promoted optimism, inclusion and humanity, themes which seem foreign to the dystopian American carnage being propagated by the Trump Administration. It was beautifully filmed and edited, and given today's political climate, "It's Beautiful" took on a certain poignance this time.
Another commercial worth applauding came from Airbnb, whose politically charged message in its "We Accept" ad spoke volumes about diversity and acceptance: "Acceptance starts with all of us." In its Super Bowl commercial, put together on short notice – perhaps seen as a Silicon Valley response to President Trump's immigration ban – Airbnb reminded us of this simple but important message: "We believe no matter who you are, where you're from, who you love, or who you worship, we all belong. The world is more beautiful the more you accept." Indeed, the world is more beautiful the more #weaccept. The hashtag went viral by halftime.
Afterwards, I learned Airbnb CEO Brian Chesky announced that the company is aiming to provide short-term housing for 100,000 refugees, disaster survivors, and other displaced persons over the next five years. Additionally, over the next four years, Airbnb will donate $4 million to the International Rescue Committee.
"We couldn't talk about the lack of acceptance in the world without pointing out the challenges in our own community at Airbnb," the company said in a statement following the airing of its ad. "The painful truth is that guests on Airbnb have experienced discrimination, something that is the very opposite of our values. We know we have work to do and are dedicated to achieving greater acceptance in our community."
Looking back on both ads – expressions of American values I support – reminded me of this: I have many multicultural friends – thanks, Facebook – who are close and dear to me. They represent many races and ethnic backgrounds, come from many different religious faiths, and speak multiple languages. I have friends who identify with the LGBTQ community. I have friends who are biracial. I have friends who are raising biracial children and friends who are parenting transgendered children. Thus, it's important to see advertisers, representing both legacy and start-up companies, reaching out to all Americans by conveying positive messages about inclusion, diversity and acceptance. After all, there's no larger TV audience than a Super Bowl audience for spreading a good message.
Regardless of what you think, Mr. President, these ads conveyed the true spirit of our America.
Cover photo: Courtesy of Google Images. Videos: Courtesy of YouTube.