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| Super Bowl Commercials: Immigration and Diversity Show Up in Some Ads | |
| (35 minutes later) | |
| • Coca-Cola, Airbnb and Budweiser were seen as making political statements on Sunday with ads that touched on immigration and diversity. | • Coca-Cola, Airbnb and Budweiser were seen as making political statements on Sunday with ads that touched on immigration and diversity. |
| • “If there’s anything that’s screaming out here, it’s diversity,” one ad executive said. | |
| • Fox and the N.F.L. have been trying to avoid overtly political ads, with Fox deeming one commercial “too controversial” last month for featuring a border wall — but that’s tough to do in today’s environment. | • Fox and the N.F.L. have been trying to avoid overtly political ads, with Fox deeming one commercial “too controversial” last month for featuring a border wall — but that’s tough to do in today’s environment. |
| Read highlights and analysis from the Super Bowl, plus a live conversation with Times reporters and editors in Houston. | Read highlights and analysis from the Super Bowl, plus a live conversation with Times reporters and editors in Houston. |
| Coca-Cola revived one of its ads from the 2014 Super Bowl, featuring people singing a multilingual version of “America the Beautiful.” While the commercial was not new, it struck an entirely different chord with viewers given the national conversation around immigration and diversity. | Coca-Cola revived one of its ads from the 2014 Super Bowl, featuring people singing a multilingual version of “America the Beautiful.” While the commercial was not new, it struck an entirely different chord with viewers given the national conversation around immigration and diversity. |
| “I thought it was great for Coke to air an old ad, because today it feels even more relevant than it did in 2014 when they first aired it,” said Lynn Power, chief executive of J. Walter Thompson New York. | |
| Airbnb bought a last-minute spot that showed people of different backgrounds, set to music, with text that read: “We believe no matter who you are, where you’re from, who you love, or who you worship, we all belong. The world is more beautiful the more you accept.” A hashtag at the end said #WeAccept, which was quickly going viral by halftime. | |
| Brian Chesky, the company’s co-founder and chief executive, wrote on Twitter that the company would seek to “provide short term housing over the next five years for 100,000 people in need.” | Brian Chesky, the company’s co-founder and chief executive, wrote on Twitter that the company would seek to “provide short term housing over the next five years for 100,000 people in need.” |
| “If there’s anything that’s screaming out here, it’s diversity,” said Rob Schwartz, chief executive of TBWA\Chiat\Day New York, in an interview before halftime. | |
| “People are saying, ‘Is this trolling Trump?’” he said. “I don’t think it’s trolling. It’s a big smack in the face of, ‘Dude, this is America.’” | |
| The hashtag #BoycottBudweiser trended earlier in the evening over an ad showing the label’s co-founder immigrating to America from Germany in the 1800s, which the company said was not a political statement. The hashtag was apparently started by people who disliked the ad, but then used by others to defend Budweiser and mock boycotters. | |
| “Waiting for a Lyft to take me to Starbucks and then liquor store to get me some Budweiser,” one user wrote on Twitter, referring to other politically motivated boycotts involving Uber and Lyft and Starbucks in recent weeks. Another wrote, “If you #BoycottBudweiser because the founder was an immigrant... Don’t forget to boycott your ancestors too.” | “Waiting for a Lyft to take me to Starbucks and then liquor store to get me some Budweiser,” one user wrote on Twitter, referring to other politically motivated boycotts involving Uber and Lyft and Starbucks in recent weeks. Another wrote, “If you #BoycottBudweiser because the founder was an immigrant... Don’t forget to boycott your ancestors too.” |
| 84 Lumber, a private supplier of building materials in Pennsylvania, ran its first Super Bowl ad before the halftime show. The company said it was forced to change its plans for a commercial after Fox deemed its depiction of a Spanish-speaking mother and daughter confronting a border wall between the United States and Mexico as “too controversial.” It aired an edited version without a wall, directing viewers to watch the whole spot at a website, Journey84.com, that was not loading as of 8:20 p.m. ET. | |
| Fox and the N.F.L. maintain the right to approve any ad. Fox declined to comment, but the network’s advertising guidelines online say that, in general, it will not sell commercial time “for viewpoint or advocacy of controversial issues,” and that advertisers cannot use the airtime to address such topics. | |
| Audi’s ad advocating equal pay for women passed 5.9 million views on YouTube as of Sunday. It is narrated by a father asking questions about what to tell his young daughter one day as she competes in a cart race, such as: “Do I tell her that despite her education, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets?” | Audi’s ad advocating equal pay for women passed 5.9 million views on YouTube as of Sunday. It is narrated by a father asking questions about what to tell his young daughter one day as she competes in a cart race, such as: “Do I tell her that despite her education, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets?” |
| As she won the race, he remarks that maybe he will be able to “tell her something different.” The commercial ends with text including a line saying that Audi of America is “committed to equal pay for equal work.” | As she won the race, he remarks that maybe he will be able to “tell her something different.” The commercial ends with text including a line saying that Audi of America is “committed to equal pay for equal work.” |
| The average cost of a 30-second ad in the Super Bowl rose to $5 million this year, from $4.8 million last year and $2.4 million in 2007, according to figures from Kantar Media that were not adjusted for inflation. Add in the cost of producing a spot — and signing on a celebrity like Justin Bieber, in T-Mobile’s case — along with promoting it online, and it gets even pricier. | |