For a short time, brands embraced political marketing. That trend is fading.
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Every year, Super Bowl advertisers pay millions to appear on screens for a minute or less. The ad slots tend more toward the upbeat than the controversial. But even by the low bar of Super Bowl advertising, this year was rather risk-averse. Sweet animals and mascots abounded. Multiple ads featured vaguely old-timey montages. At a certain point, the commercials started to blend together. (The two different ads featuring flying hair certainly did.)
In past big games, some companies have attempted to speak to the zeitgeist by addressing civic or political themes in their ads. In 2017, just after Donald Trump was inaugurated for the first time, some major Super Bowl advertisers addressed politics head-on: Budweiser released an ad portraying the founder of the company encountering discrimination as he immigrated to America. Airbnb’s spot that year seemingly criticized Trump’s then–travel ban.
In the past decade or so, in particular, some brands have embraced explicitly political marketing, giving credence to the idea that consumers “vote with their wallets.” Some shoppers have said that they do: A 2018 survey from the communications firm Edelman found that nearly 60 percent of American consumers would buy or boycott a brand “solely because of its position on a social or political issue,” up 12 points from the year before. Following the Black Lives Matter protests of 2020 and the overturning of Roe v. Wade in 2022, many consumers (and employees) demanded that major corporations, even those whose businesses didn’t directly relate to social issues, take a stand on topics such as race, voting rights, and abortion—even if some suspected that companies were responding to pressure rather than acting on genuine principle.
This year’s Super Bowl advertisers showed little interest in going near any of that. Few made explicit reference to politics (excepting nonprofits). Timothy Calkins, a marketing professor at Northwestern, told me that he sees the 2023 Bud Light imbroglio, in which the company faced massive backlash over partnering with the transgender influencer Dylan Mulvaney in a social-media video, as a shift. By 2023, Americans had started to soften on their interest in companies taking a stand on social issues, according to Gallup. Flickers of a move away from political ads were apparent last year; during both the 2023 and the 2024 games, Budweiser made a nostalgia play, focusing its ads on the brand’s classic Clydesdale horses.
The NFL, for its part, decided this year to remove the message “End Racism,” which had been stenciled onto the edge of the end zone for the past four Super Bowls, and replace it with “Choose Love.” Donald Trump attended the game, the first sitting president to do so; the league has denied that the timing of the change was related to the president’s attendance.
Super Bowl ad space was available for purchase well before the presidential election: Skechers, back in May, became the first brand to confirm that it had bought a national spot. By mid-2024, about 85 percent of the ad units were sold out, and by early November, all of the slots had sold. A bit of reshuffling followed—State Farm pulled its ad after the Los Angeles–area fires—but for the most part, companies have been prepping for many months. Still, Calkins told me, every advertiser likely took a closer look at their cuts after the election, to make sure that nothing would spark too much controversy, given the new administration.
Super Bowl ads cost so much—more than $8 million this year for some national slots, nearly double what they cost a decade ago—and a misstep can pose a dire risk for companies. But many still find the huge audience, a rarity in our fractured media environment, worth the potential treachery, Calkins told me. The challenge for brands going forward, he said, is to find the balance of being “safe” without losing creativity. This year, lots of ads were uncontroversial—and uninspired. Maybe next year, more of them will surprise us.
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