Super Bowl LII: Commercials for Cause

Even with a slight dip in recent viewership, the Super Bowl continues to be the biggest American television event each year. According to Nielsen data, Super Bowl LII averaged 103.4 million viewers and NBC reports it was, "the most live-streamed Super Bowl ever," with an average minute audience of 2.02 million viewers. However, the staggering audience size is not the only reason advertisers dream of Super Bowl airtime. In an age when viewers use any means necessary to skip ads, the Super Bowl manages to cultivate viewers explicitly for its commercials. The unmatched combination of commercial viewership and attention cost this year's advertisers over $5 million for a 30-second spot.

Super Bowl advertisers have a remarkable knack for capturing the current mood of an entire country in just 30-60 seconds. Last year's Super Bowl commercials were politically charged; an obvious reflection of Americans' attitude post-presidential election. So, what did Super Bowl LII commercials tell us? After a year of unparalleled polarization amongst Americans, we are beginning to see some solidarity. Industry leaders around the world have spoken up and Super Bowl LII commercials hit the mark: We have to do good, together.

Budweiser - "Stand by You": Let's face it, it's hard to beat Budweiser when it comes to Super Bowl commercials. This year, Budweiser's 60-second spot tastefully shares their natural disaster relief efforts with a message of unity. Budweiser's Red Cross-affiliated program has been sending cans of fresh drinking water to victims of natural disasters for 30 years, with no plans of stopping. Click here to learn more and get involved.

Stella Artois - "Taps": Anheuser-Busch InBev had even more to say about their Corporate Social Responsibility. The 30-second Stella Artois ad features Matt Damon's call to action for clean water in developing countries. Water.orgis a water and sanitation organization cofounded by Damon and now partnered with Stella Artois for a portion-of-purchase campaign. Stella Artois is selling their signature chalice for $13, donating $3.13 of each purchase to Water.org's clean water initiatives. Click here to learn more and get involved.

Hyundai - "Hope Detector": It's hard to forget Hyundai's 60-second spot with its tear-filled message on pediatric cancer. Airing the commercial in the fourth quarter allowed time for Hyundai's ad agency, Innocean, to finalize the piece with footage captured that day! A lot of work, for a great cause. Hyundai funds the nonprofit "Hyundai Hope on Wheels" dedicated to fighting childhood cancer. Click here to learn more and get involved.

No doubt, Super Bowl LII delivered on good football AND good messages.