Not all brands chose humour. There were some still using the Super Bowl to make a statement about wider societal issues. Verizon’s ad is a heartfelt salute to first responders after a year in which they were needed more than ever, given the wave of natural disasters across the U.S.
Verizon, "Answering the Call" McCann New York
Hyundai stopped owners passing through a ‘hope detector’ as they arrived at the ‘Super Bowl Experience’. The purchase of their car, these game-goers learn, helped to fund pediatric cancer research.
Hyundai, "Hope Detector" Innocean
Toyota looked beyond cars and into mobility of all kinds. "When we're free to move," the tagline concludes, "anything is possible." Case in point: the inspirational story of eight-time Paralympic gold medalist Lauren Woolstencroft.
Toyota, "Mobility for All" and "Good Odds" Saatchi & Saatchi and Dentsu