During Sunday's Super Bowl, many brand advertisers sought to win over viewers by focusing on the causes they support, rather than the products they sell. So after the game, The Wall Street Journal asked us are Super Bowl ads at risk of ‘cause fatigue?’
Redscout Founder and Chairman Jonah Disend responded by saying that commercials with similar themes and tones risk blending together for viewers.
“It is hard not to feel good about ads intended to make you feel good, but once the luster of saving the world wears off, will people even remember who sponsored those 30-second anthems?” he said.
Ad executives say brands are leaning into social advocacy because they are trying to reach millennials, who they believe will only buy from companies who prove they are socially responsible and stand for something.
Jonah said, “I do think that everyone got the same memo, that millennials want to feel good about companies they support, so [brands are saying] let’s help them feel good about us...We don’t really know what they care about. We just think they care, but we’re not actually going deep and saying what’s meaningful and what’s persuasive.”
Read the full article via The Wall Street Journal