Some come for the football, some the halftime show, we are the lonely few who come to over-analyze the social impact ads. If you are reading this, welcome, you’re among friends.
Before jumping in, let’s just be clear that dropping $8 million for 30 seconds of ad time sends a pretty big message as a medium. This lavish expense to broadcast a message comes with some risk of how it is interpreted as you will see below. Our personal thought is that there are many more things that this money could be applied toward at a nonprofit that might further the cause more effectively. Here is our own 30 second spot 🙂
Snoop Dogg and Tom Brady, “Stop Hate”
Paid for by: The Foundation To Combat Antisemitism (FCAS)
About: The Foundation To Combat Antisemitism (FCAS) was founded by Robert Kraft in 2019 to stand up to Jewish hate and all hate by inspiring Americans to become active allies in the fight.
Newsletter Description: Snoop Dogg and Tom Brady team up in a powerful Super Bowl ad from the Foundation to Combat Antisemitism, urging viewers to “stop hate.” The unlikely duo delivers a direct message about unity and standing against prejudice.
Newsfeed Description: In a surprising Super Bowl collaboration, cultural icons Snoop Dogg and Tom Brady join forces for the Foundation to Combat Antisemitism’s “Stop Hate” campaign. Founded by Robert Kraft, FCAS aims to inspire Americans to actively combat Jewish hate and all forms of prejudice. The ad features Snoop and Brady in a stark setting, delivering a straightforward message about the importance of allyship and rejecting hate. The ad marks a significant moment in Super Bowl advertising, using celebrity power to address social issues directly.
Hot Take: Effective and attention-grabbing. Pairing Snoop Dogg and Tom Brady cuts across demographics, and the simple “stop hate” message is broadly resonant, though some may find it too simplistic for such a complex issue that actually doesn’t mention antisemitism or even feature celebrities that are of the faith. This ad has drawn some confusion and backlash as audiences look back.
NYU Langone’s All-Stars Team Up with Victor Cruz | Better Health Starts with a Better Health System
Video: NYU Langone’s All-Stars Team Up with Victor Cruz
Paid for by: NYU Langone
About: NYU Langone Health joined forces with New York football legend Victor Cruz to showcase the teamwork and collaboration within their health system. Star players from across NYU Langone participated, learning football skills from Cruz to highlight the parallels between athletic teamwork and quality healthcare.
Description: NYU Langone Health took a unique approach to their Super Bowl spot, teaming up with New York Giants legend Victor Cruz. The ad features Cruz coaching a team of NYU Langone doctors and medical staff in football drills, humorously illustrating the teamwork and strategic collaboration that underpins their “No. 1 in quality care” health system. The video aims to humanize healthcare professionals and emphasize the importance of teamwork in delivering excellent patient outcomes.
Hot Take: A clever and lighthearted approach for a healthcare ad. Victor Cruz adds local appeal, and the football analogy is relatable during the Super Bowl. It’s a feel-good ad that effectively promotes NYU Langone’s brand, though it might lack a deeper emotional connection. This ad has drawn the largest amount of backlash as nonprofit hospitals come under scrutiny for costs to vulnerable populations. Spending $8 million to tell people you are doing the right thing with their money may not have been the best play call here.
He Gets Us, “Personal Jesus”
Video: He Gets Us, “Personal Jesus”
Paid for by: He Gets Us
About: Come Near, a nonprofit startup, manages the He Gets Us project, supported by a coalition representing diverse perspectives. The movement aims to reintroduce people to the story of Jesus, emphasizing themes of love, compassion, and relevance to modern life, while remaining non-partisan and non-denominational.
Description: “He Gets Us,” the controversial campaign aiming to reshape perceptions of Jesus, aired its latest Super Bowl ad, “Personal Jesus.” Funded by the nonprofit Come Near, the ad continues to present Jesus as relatable and relevant to contemporary issues, emphasizing themes of compassion and empathy. While previous ads sparked debate, this installment maintains the campaign’s focus on inviting viewers to reconsider Jesus’s story outside traditional religious contexts.
Hot Take: Still provocative, but perhaps less overtly divisive than previous “He Gets Us” ads. The “Personal Jesus” theme is intriguing, but the campaign continues to walk a tightrope between broad appeal and alienating those who feel it misrepresents religious faith.
Honorable mention for having heavy social impact narratives, though these weren’t nonprofit ads.
Hims & Hers, “Sick of the System”
Video: Hims & Hers, “Sick of the System”
Paid for by: For Hers
About: Hims & Hers presents a documentary-style narrative criticizing the current healthcare system as broken and ineffective. The ad promotes their accessible and affordable weight loss care, tailored to individual needs and focused on long-term health and safety.
Description: Direct-to-consumer telehealth company Hims & Hers made a bold Super Bowl debut with “Sick of the System.” The ad adopts a documentary style to critique the healthcare industry, arguing it’s “designed to keep us sick & stuck.” Hims & Hers positions itself as the antidote, offering accessible, affordable, and personalized weight loss care as a way to break free from a broken system. The ad’s confrontational tone is likely to resonate with viewers frustrated by the complexities of healthcare access and costs.
Hot Take: Aggressive and attention-grabbing. Appeals to consumer frustration with healthcare, but the “sick of the system” message might be overly simplistic and could be perceived as fear-mongering to promote their services.
Pfizer, “Don’t Call It a Comeback”
Video: Pfizer, “Don’t Call It a Comeback”
Paid for by: Pfizer
About: Pfizer’s Super Bowl ad, for the second year in a row, highlights their work in drug research. This year’s ad features LL Cool J’s song “Mama Said Knock You Out” and tells the story of a child cancer patient’s journey from hospital bed to recovery and celebration.
Description: Pharmaceutical giant Pfizer returned to the Super Bowl with “Don’t Call It a Comeback,” their second consecutive year advertising during the game. Featuring LL Cool J’s iconic song “Mama Said Knock You Out,” the ad tells the heartwarming story of a young cancer patient’s recovery, culminating in a celebratory parade. Pfizer’s spot aims to showcase the human impact of their drug research and development, moving beyond product promotion to connect with viewers on an emotional level.
Hot Take: Classic Super Bowl emotional storytelling. The ad is uplifting and effectively uses music and a patient narrative to create a positive association with Pfizer. However, some viewers may remain skeptical of pharmaceutical advertising, even with feel-good messaging.
Final thought on Super Bowl Ads for nonprofits.
