There were many enjoyable – and, yes, forgettable – commercials that aired during Sunday night’s Super Bowl LIII broadcast on CBS. Some were even thought provoking for their content or message.
One advert that drew my attention – and hopefully yours – came near the two-minute warning late in the fourth quarter of the New England Patriot’s 13-3 victory over the Los Angeles Rams. It lasted just 60 seconds, but it was a powerful and poignant minute. It was for The Washington Post newspaper, and its narrator was actor Tom Hanks.
CNN’s Anderson Cooper
If you think about it, though, this commercial was really about more than just a newspaper. Think democracy, think freedom of the press, and think about the importance that good and responsible journalism plays in our country.
As you watch, listen to the words that Hanks flawlessly recites while images of the World War II D-Day invasion and first moon landing are shown as well as clips of Fox News’ Bret Baier and CNN’s Anderson Cooper reporting from war zones and natural disasters. One of the final images gives special tribute to slain Washington Post columnist Jamal Khashoggi, who was murdered last fall after entering the Saudi consulate in Instanbul.
“When we go off to war. When we exercise our rights. When we soar to our greatest heights. When we mourn and pray. When our neighbors are at risk. When our nation is threatened. There’s someone to gather the facts. To bring you the story. No matter the cost. Because knowing empowers us. Knowing helps us decide. Knowing keeps us free. Democracy Dies in Darkness.”
While this $10 million commercial (paid for by Washington Post owner Jeff Bezos, who also owns Amazon.com) was seen by millions of football fans and casual sports viewers from coast to coast – and, maybe, it will change a few minds, which good advertising does – imagine if the intended audience for this advertisement was just one person, who just happens to be the President of the United States.
Something to think about as the memory of this year’s Super Bowl game fades to black.
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.
