What messages are sticking in 2021?
Tina McCorkindale of the Institute for Public Relations and Mark Weiner of Cognito Insights offer up insights from their data dive in this ongoing series about the future of PR and messaging.
Tina: Hello, Mark. I’m looking forward to chatting with you today and kicking off our inaugural post for our series, “Tell Me About It.” I’m excited to share our takeaways from the Super Bowl ads and the implications for PR.
Mark: Yes, I’m thrilled to partner with you on this series.
Every year following the Super Bowl, there’s a crush to be the first to evaluate the ads. We, on the other hand, prefer a methodical approach that offers perspective and reflects careful consideration (plus, we needed to wait until Bruce was vindicated before putting pen to paper).
As we know, Super Bowl advertising is a spectator sport all its own, with companies and brands pouring superstar money into making a splash during one of the world’s most watched events. This year’s ads confirmed that the most important cultural force on Earth that night was not the Super Bowl but “Saturday Night Live.” Current and former SNL cast members dotted the event and, if you add former SNL hosts to the mix, Lorne Michaels must be the most validated person on our planet.
Let’s dig in. First, thanks to Signal AI for providing us with the media content analysis.
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