One clear takeaway, Tim Calkins writes for CNN Business Perspectives: Americans are fatigued by the pandemic, and are looking forward to brighter days ahead.
Tim Calkins is a clinical professor of marketing and associate chair of the marketing department at the Kellogg School of Management at Northwestern University. Calkins teaches courses in marketing strategy and biomedical marketing, and acts as co-academic director of the school's branding program. The opinions expressed in this commentary are his own.
.leftside-floating-image { width:100%; display:block; margin:0 auto 1.5rem; } @media screen and { .leftside-floating-image { float:left; width:50%; max-width: 200px; display:block; margin:0 1.5rem 1rem 0; } } The Super Bowl is the biggest single advertising event of the year. Companies line up to spend millions of dollars buying commercial time during the game, and they spend months working on the ads, surveying consumers and testing different creative ideas.
But unlike most advertising these days, Super Bowl ads are designed to appeal to a broad audience. With about 100 million people watching the game, this is not the place for targeted messages that will connect with a small group of people. Super Bowl ads need to tap into wider social, cultural and economic trends. So what do this year's ads tell us about the state of the country? One clear takeaway: As a result, the tone of this year's Super Bowl ads was remarkably positive.
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