Blog #3: Can’t go wrong with promoting doing good? - Why More Super Bowl Ads are Touting Philanthropy

With Sunday’s big game right around the corner, companies are gearing up for the biggest and most expensive advertising stage. A recent article in AdAdge described that more companies plan on running commercials that focus on philanthropy during this year’s event.

The article describes that Hyundai plans on using a 60 second commercial to promote Hyundai Hope on Wheels, an organization that fights childhood cancer. Anheuser-Busch InBev will have 2 ads focused on its water focused philanthropic programs: a Budweiser ad for a Red Cross affiliated program that donates canned water to areas damaged by natural disasters as well as an ad for Stella Artois’ partnership with Water.org, an organization that invests in clean water for developing countries.

So what’s the reason behind the change? The article describes that companies are avoiding polarizing issues especially based on the current political environment. Out of fear of saying the wrong thing or becoming the victim of public backlash, advertisers have taken the path of less resistance and are sticking with “feel-good” philanthropy based ads.

There is a desire for advertisers to avoid controversy, but there is a potential risk of being seen as disingenuous. Also the price of a Super Bowl ad is so high, would it not be better to donate that money to the cause they're promoting? I think advertisers face a difficult challenge: on one hand they have to create a buzz for the product, service, or company, but on the other hand they have to make sure it’s the right buzz. I believe Hyundai, Anheuser-Busch InBev and hopefully their organizations will benefit from the increased publicity these ads will generate. However, continuing to go the safe route isn’t the path to real success.

Source: http://adage.com/article/special-report-super-bowl/super-bowl-ads-hyundai-budweiser-philanthropic-bent/312121/