The Evolution of Advertising: Balancing Politics and Consumer Sentiment

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Advertising has notably evolved over the past decade, with brands increasingly adopting political stances that resonate with consumer values, particularly among millennials who prioritize the ethical and social positions of the brands they support. However, the challenge remains in addressing the diverse opinions of the broader consumer base. The advertising landscape, especially during high-profile events like the Super Bowl, has reflected societal anxieties and discussions, incorporating themes of immigration and inclusiveness. This approach has received mixed reactions: while some consumers appreciate the political engagement, others prefer to view advertising as a purely entertaining escape from political discourse. This divergence in consumer sentiments underscores the difficulty brands face in balancing tone and content, leading to a variety of responses regarding advertisement effectiveness and appeal. Ultimately, the quest to satisfy all segments of the audience proves to be unattainable.

The Super Bowl isn’t just American football’s championship game. It’s also one of the world’s biggest stages for brand messaging.

In 2024, the average 30-second Super Bowl ad cost $7 million —and that doesn’t even include production costs. So how do brand managers know if they’re getting a good return on that huge investment?

In this episode, Bentley University assistant professor of marketing Shelle Santana discusses the evolution of corporate branding, using lessons from classic Super Bowl ads, like Budweiser's iconic Clydesdale horses.

She shares how to choose the best, measurable goal for an ad campaign, while also accounting for the risks that can accompany bold storytelling—like controversy or online backlash. She also explains why some brands release their ads ahead of the game, while others don’t. (Hint: It’s about social media engagement, and ultimately expanding the ROI on your ad investment.)

Key episode topics include: strategy, brand management, sales and marketing.

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· Listen to the original Cold Call episode: Super Bowl Ads Sell Products, but Do They Sell Brands? (2019)

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