As football fans prepare to watch the San Francisco 49ers face off against the Kansas City Chiefs during Super Bowl 2020 on Sunday, others are looking forward to this year’s commercial lineup.
Year after year, Super Bowl commercials never fail to entertain, elicit tears, and spark laughter. While some are funny and endearing, others inspire change, and highlight key social issues.
Here is a preview of the ads scheduled to run during the game that promote strong messages of social good and equality.
1. It’s a Penalty Campaign
It’s a Penalty, an organization aiming to protect vulnerable people and eradicate abuse, has launched an anti-trafficking and exploitation campaign supported by the Super Bowl Host Committee. The new ad calls for the end of human trafficking and asks audiences to report any signs of exploitation. Major sporting events, like the Super Bowl, typically cause a surge in human trafficking arrests. In 2019, the Atlanta police department made 33 arrests on sex trafficking charges the week before the superbowl. The commercial features NFL players Aaron Rodgers, Benjamin Watson, Charles Harris, Andy Dalton, Nick Foles, Ryan Tannehill, and Jerome Baker.
2. Audi: “Let It GO”
Audi’s latest ad promotes the auto company’s first electric Sportback, the e-tron Sportback. The commercial briefly touches on the effects of climate change. In the first few seconds of the commercial, a voice on the radio of actress Maisie Williams’ car mentions that the daily temperature is eight degrees “above normal.” As the frame widens, revealing all the cars around her have crashed into each other, she begins to drive away, singing “Let It Go” from Disney’s Frozen — cut to the commercial’s tagline: “Let’s drive to a more sustainable future.”
3. Budweiser: “Typical American”
This year’s Budweiser Super Bowl commercial shares the message that there is no typical American. Focusing on everyday acts of kindness, the ad showcases the bravery and diversity of all Americans, shining a spotlight on firefighters, good Samaritans, soldiers, and athletes with disabilities.
4. Kia: “Tough Never Quits”
A new ad promoting the Kia Seltos AWD SUV features NFL running back Josh Jacobs, who offers his younger self words of inspiration. In his advice, Jacobs mentions growing up homeless and getting out of poverty, encouraging viewers to believe in themselves and never give up.
5. Michelob Ultra Pure Gold: “6 for 6-Pack”
In this ad, Michelob Ultra is campaigning to help farmers transition to organic farmland through their “6 for 6-Pack” promotion, which aims to donate a portion of 6-pack sales to farmers looking to make the move to organic produce. Transitioning to organic farming helps reduce the amount of pesticides that harm the environment.
6. Microsoft: “Be The One”
Microsoft’s latest commercial puts a spotlight on Katie Sowers, one of the first female football coaches in the NFL. As the new offensive assistant coach for the San Francisco 49ers, Sowers is the first woman to coach in the Super Bowl. Coaching is still a predominantly male-dominated field.
7. New York Life: “Love Takes Action”
This commercial for New York Life’s Love Takes Action campaign features various acts of kindness and defines different types of love, promoting the idea that — whether we are family, friends, or even strangers — we should all work together.
8. NFL: “Inspire Change: Anquan Boldin”
“There are some things just bigger than football.” #InspireChangepic.twitter.com/HIW1G15VxX— Anquan Boldin (@AnquanBoldin) January 19, 2020
This moving ad for the NFL highlights the death of Corey Jones, the cousin of retired wide receiver Anquan Boldin, who was fatally shot by the police in October 2015. Police brutality has become a controversial topic for NFL players to comment on. In 2016, Colin Kaepernick began protesting police violence against the African American community by kneeling during the national anthem. Since then, the NFL has implemented a rule requiring players to stand at the risk of being fined. The commercial is part of the NFL’s Inspire Change Initiative, which aims to showcase how players work to eradicate social injustices in their own communities.
9. Olay: #MakeSpaceForWomen
Featuring Katie Couric and Taraji P. Henson, Olay's commercial advocates for the advancement of women in the STEM fields. Partnering with Girls Who Code, Olay has pledged to donate $1 for every time the hastag #makespaceforwomen is mentioned on social media.