Advertisers add 'inclusiveness' to Super Bowl ads

In the wake of the current political situation in the United States, a few of the ads that were aired during the Super Bowl had political messages about America and its inclusiveness. “Messages about America, inclusiveness — and, yes, even "four years of awful hair" — kept bubbling up in Super Bowl 51 ads from Airbnb, the NFL and a line of personal care products,” writes ABC News. However, “there was still plenty of escapism and light humor” for audience who were not into politics.Airbnb displayed their ad featuring faces of different ethnicities and their copy read: "We all belong. The world is more beautiful the more you accept." Coca-Cola did a re-run of their previously shunned ad from 2014 which was received positively by viewers and audience this time. In the ad, people are seen singing "America the Beautiful" in different languages.

Today millions cheer together, because together is beautiful. #AmericaIsBeautiful pic.twitter.com/z65LimssjD

— Coca-Cola (@CocaCola) February 5, 2017

ABC News also writes: “Even a hair care brand dipped [was] into politics.” “It's a 10" – a hair brand “indirectly referenced President Donald Trump's famously unruly do in its Super Bowl spot.” ABC reports since “a divisive political climate has roiled the nation since Trump took office in January” it has become tougher for advertisers to show ads which “appealed to everyone and didn't offend.” Although “inclusiveness” was the theme of some ads, “some [ads] were more successful than others.” ABC News quotes Mark DiMassimo, CEO of the ad agency DiMassimo Goldstein: "Anxiety and politics just loom over this game, so anybody who gives us the blessed relief of entertaining with a real Super Bowl commercial wins.”