IU Kelley School ad industry veteran offers insight into Super Bowl ads


Newswise – BLOOMINGTON, Ind. – Prior to joining the Indiana University Kelley School of Business in 2002, initially as a lecturer, Ann Bastianellihas spent over 30 years in advertising and marketing.

The campaigns she has worked on include many classic American consumer product advertising. They understand theTwo scoops of raisinscampaign for Kellogg’s Raisin Bran, the “Parkay margarine advertisements “talk” for Kraft and Dow Bathroom Cleaner’s”scrub bubbles.” Your kids may have loved their Happy Meal at McDonalds thanks to his work with Leo Burnett.

Bastianelli, now a teaching professor in marketing and a graduate of the Kelley MBA, stays abreast of the latest trends in advertising and marketing. We asked her what she expects to see on Super Bowl Sunday, the biggest day of the year in advertising.

Keep watching for laughs

Viewers should “look for nonsensical humor that makes people laugh out loud, stories of kindness and empathy – an everyday treat,” she said, adding that patriotism may not be a big deal. theme this year.

“Wounds are still raw since January 6, 2021, and inflation and the continued threat of Covid hotspots are ever-present worries,” Bastianelli said. “A third of adults are stressed to the point that day-to-day decisions are overwhelming. Half of them think it is pointless to plan for the future. We’ve seen an increase in hoarding, pandemic-induced tinkering, worries about the future of democracy, and job quits.

“Differences in financial resources, race, gender or sexual orientation have exaggerated the different ways in which people around the world have experienced the pandemic,” she said. “Brands need to meet people where they are. Super Bowl announcers can use this opportunity to express their compassion and understand that while we’re not all in this together, we’re in the same storm.

This includes acknowledging that the pandemic has changed the way many see life, leading to different life choices, including a greater focus on feeling like “human beings, rather than human acts”.

“Rather than increasing productivity, people are reconsidering and rejecting the endless pursuit of corporate profit and productivity. Some even find it unethical. Life balance and emotional health are more often prioritized than stereotypical accomplishments,” Bastianelli said. “That explains quits, dropouts, withdrawals from the workforce, and the lagging behind of the mental health system.

Philosophies centered on self-control are in vogue. Specifically, Pop Stoicism is a belief that takes the balanced perspective that life is short, what doesn’t kill us makes us stronger, and clear and unbiased thinking is the true path to understanding universal reason. ,” she added. “If this trend of keeping a stiff upper lip continues, it’s likely that trends like sustainability and goal-oriented brands will be around for a while.”

Most expected from brands

She said a “brand that gives” is so much more appealing than a “brand that takes.”

“Consumers are fascinated by brands that give them what they need, making them feel loved, instead of taking what the brand needs – like money and loyalty. exploited,” Bastianelli said. “Consumers are more skeptical and cynical than they have been in the past. Factual consumers crave knowledge and credibility. When a company or brand promises transparency or authenticity, it’s better to have plenty of evidence that she means what she says and does what she says.

Objectivity is comforting and reassuring. So, ads with a well-structured narrative, realistic promises of real value, credible reasons to believe, and evidence of transparency and authenticity are table stakes.

Luxury brands will have to meet customer expectations for extreme comfort, durability and beautiful finishes.

“These products should also be thoughtful and ideally serve a higher purpose,” she said. “People are in conflict over conspicuous consumption and reasonableness. Look at the rise in popularity of the second-hand economy, rent versus own and collective consumerism.

More needs to be done for female fans

Women make up more than half of the US population and account for approximately 47% of Super Bowl viewership. Over the past decade, advertisers have tried to be more intentional about the portrayal and portrayal of women in Super Bowl ads.

“More than just a sense of appreciation for improved opportunity, women are equally enthusiastic about body positivity and putting the patriarchy in its place by holding men accountable for chauvinistic behaviors – past and present. “, she said.

Truly equal representation in Super Bowl ads remains rare. “Men get about two and a half times as much air time as women in Super Bowl spots. And men are about twice as likely as women to be featured as leaders,” she said. declared.

Bastianelli cited statistics indicating that when women are on screen, they are 10 times more likely to be dressed in revealing clothing and three times more likely to appear partially nude. In addition, age discrimination and sexism are evident. Male characters are twice as likely to be portrayed at age 40 or older (43.2% vs. 22.6%). Seventy-four percent of the women chosen are under forty.

“Why is this important? Equal representation is not just the right thing to do, it’s a good business decision,” Bastianelli said. “Videos on YouTube that feature female-led and gender-balanced content get 30% more views than male-dominated videos, but more than half of YouTube’s content is male-dominated.”

Previous ads she’s loved include Olay’s 2020 campaign, “Make room for women”, which presented an all-female cast and was linked to a Twitter campaign; and Secret deodorant”All the strength, no sweatad featuring world-class female athletes who showed women what a world of equal opportunity could look like.

When it comes to equity and inclusion, her vote for most effective and resonant ad campaign is “Like a girlfrom Always, which shed light on the social barriers girls face starting at puberty and throughout their lives.


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