PR Lessons from SB LVIII: Innovative Advertising & the Importance of Inclusivity

Super Bowl LVIII, much more than a mere sporting event, has once again transcended the boundaries of athletics, becoming a cultural spectacle with numerous noteworthy moments for public relations (PR) specialists to consider.

The Super Bowl is renowned for its high-profile advertisements, and this year's event did not disappoint. Noteworthy campaigns included CeraVe's humorous "developed with dermatologists not Michael Cera" advertisement, which effectively utilized comedy to enhance their skincare brand's visibility. Additionally, the Chinese e-commerce giant, Temu, made a significant impact with their "shop like a billionaire" catchphrase. The celebrity-laden Dunkin Donuts advertisement, featuring Ben Affleck, Matt Damon, Jennifer Lopez, and Tom Brady, despite some labeling it as 'cringe', undeniably sparked conversation.

However, the Super Bowl's non-sporting aspects also garnered attention. The halftime show, headlined by Usher, received positive reviews and successfully brought the spirit of Atlanta to Las Vegas. The tender post-game interaction between Taylor Swift and Travis Kelce added a romantic element to the proceedings.

A significant point of contention was the inadequate coverage of American Sign Language (ASL) performers during the live broadcast. Actress Marlee Matlin criticized CBS for this oversight, emphasizing the necessity of inclusivity in events of this magnitude. This incident serves as a crucial reminder for PR professionals to ensure their campaigns and events are accessible to all.

Super Bowl LVIII, therefore, offered a wealth of PR insights, from the effectiveness of innovative advertising to the critical importance of inclusivity. As we progress, it is essential to internalize these lessons and aim to develop campaigns that not only captivate audiences but also foster a more inclusive society.