As millions gather to watch the Kansas City Chiefs take on the San Francisco 49ers in Super Bowl LIV, the main event is not the half time show or even my favorite, “The Puppy Bowl,” but of course, the costly $5.6 million dollar 30-second ads. As in recent years, the ads are not unveiled during the game anymore but have dominated the news for the past week. Whether it’s a teaser for the big day or an early preview of the commercial – most brands now milk as much media attention out of their million dollar investment via a whole 7-10 days of PR, press coverage and social media hype.

These early releases gave me a chance to provide some gerontology commentary on the advertising trends towards aging as the Super Bowl itself ages – now in its 54^th year. After all, approximately 6 in 10 of the almost 100 million viewers are older than the coveted 18-49 year old demographic (which accounts for about 40 percent of the viewing audience).  I was pleasantly surprised to see two different lenses on older Americans in this year’s batch of ad spots – one heartwrenching and emotional, the other I anticipated which is a typical face-off between generations that smacks of ageism.

[Warning – spoilers ahead for anyone who likes to see the ads live during the game – avoid reading on]

Google’s “Loretta”

Tough guys watching this spot may want to blame the tears on the hot chili peppers in the guacamole as I had several friends watch the YouTube preview and give me their feedback – all saying, “This one got to me.” The big winner here is not the advertiser, Google, but Kleenex since everyone will need a tissue after viewing this spot. You simply are the Grinch before he grew a heart if you can watch this ad without the emotion welling up and flooding out. It is a touching look at the loss of a spouse after a wonderful long life lived together. Younger generations may not resonate with the “Casablanca” movie clip but what killed me, inspired me and should be a lesson for all generations was the gratitude instead of the grief the widower exemplifies when he says. “Remember, I am the luckiest man in the world.” (Pause while I wipe the tears off my keyboard).  Kudos to Google for this poignant, hopeful look at love and aging and coping with death. As one social media commentator said, “This ad made me forget for a minute and a half that Google is violating our data privacy.”

Sabra’s “Ok Boomer”

The hummus snack company decided to capitalize on two trends: the “OK Boomer” derogatory label by younger Millennials and Gen Z of anyone over the age of 55 and the rising influence of TikTok among this same younger generation. The spot features current “It Girl,” 15-year-old Charli D’Amelio (who has gained fame and fortune for dancing for 15 seconds – that’s all it takes these days) and the boomer generation’s NFL legend, Boomer Esiason (a nice tie-in for the tagline), yet this ad is neither funny nor influential.

I like humorous ads as much as the next boomer.  Some of my favorite funny Super Bowl ad examples are E*Trade’s “I’m 85 and I want to go home.” While some say the spot capitalized on the negative fact that older populations have not saved enough for retirement given the 20-30 bonus years in longevity our society is experiencing (which is true according to a 2018 study by the Stanford Center on Longevity, showing one-third of boomers had no money saved for retirement, and among those who had squirreled away dollars, the median savings was $200,000), I saw the ad as hopeful about employment after the age of 50 (or 60, or 70 or 80) and inspiring as DJ Nana became a social media star. I also still chuckle at the clever Snicker’s commercial featuring then 89-year-old Betty White.

What irritates me in the Sabra spot is that the advertisers have a 15-year-old judging a man who not only has a distinguished pro football record and sportscasting career, but who has also weathered some tough life challenges. Esiason lost his mother to ovarian cancer when he was age seven and was raised by a single dad; and as a young father he discovered his young son had cystic fibrosis, which became the focus of his foundation to raise funds to find a cure for this life-threatening disease. I felt the ad could have taken on the “OK Boomer” trend but maybe flipped the script or showed how both generations have their differences but they both love Sabra – a unification between the ages. Is that too hopeful? Maybe, but I felt this spot instead of delivering a belly laugh delivered a belly flop.

And…Shout Out to Scout and Weather Tech

This ad steals the show as a cancer survivor’s story is told through a canine’s eyes with human voiceover. Scout, the golden retriever star of last year’s Weather Tech Super Bowl commercial, gets a special moment this year as the TV spot focuses on the veterinary superstars at the University of Wisconsin who saved Scout’s life from an aggressive and typically fatal heart tumor. This purpose-filled ad, which doesn’t overtly market or promote Weather Tech except as the funder of the ad, asks viewers to make a donation to save pets’ lives.

Again, grab the tissues, make a donation and enjoy the game!

 

©2020 Sherri Snelling

Sherri Snelling is a corporate gerontologist and has a career built on consulting, content creation and brand marketing expertise focused on the $7.6 trillion longevity economy and caregiver wellness.