Super Bowl LI: The ads
The Journey Begins by 84 Lumber, US

Super Bowl LI: The ads

US – Advertisers at Super Bowl LI demonstrated a Backlash Brands approach to the current political climate, tackling themes of inequality and immigration.

Article/20794 b23
The Journey Begins by 84 Lumber, US

US – Several ads aired during the coveted half-time spot at Super Bowl LI stood out by demonstrating a Backlash Brands approach to the current political climate, tackling themes of equality and immigration.

  • Budgets for the high-profile advertising spot have exceeded those in previous years
  • The first cut of 84 Lumber’s ad, which featured a wall that blocked off America from potential immigrants searching for work, was rejected by Fox for being too political

Born the Hard Way was a surprising departure for the US’s number one beer brand Budweiser which, following its temporary rebranding as ‘America’ last year, has now firmly aligned itself with its immigrant roots by telling the story of its co-founder, Adolphus Busch, and his journey from Germany to America. The ad has prompted a boycott of the brand by some Donald Trump supporters who felt that the timing made it a direct attack on the president’s immigration policies.

Hardware chain 84 Lumber also concentrated on immigration with its two-part spot. The ad, which followed the journey of a mother and daughter travelling from Mexico to America, courted controversy much more overtly, with a concluding half deemed too controversial for tv and therefore only shown at half-time. The story ends with the pair arriving at the border to be confronted by a wall, but which they discover has been fitted with an open door accompanied by the tagline ‘The will to succeed is always welcome here’.

In line with the current conversation around female empowerment, exemplified by the recent global women’s marches, Audi has stepped forward as an advocate for a new direction with its #DriveChange campaign. The ad, which follows a young girl’s victory at a local cart race, promotes the idea that changing gender stereotypes must not just be left to women but must be driven by all sections of society.

The Big Picture

Many of the ads at this year’s Super Bowl showed a reaction against the distrust and disconnection explored in The Dislocated World.

Discover More News
MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

News

MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

MAD//Fest returned to Shoreditch on 1 July 2025, with this year’s theme Be Less Boring challenging brands to rethink how to engage with new audiences.
Global Events : Advertising & Marketing : Gen Z
Promo - Together Group report and microsite

News

Promo - Together Group report and microsite

xxx
Together Group
Insight - mystery at the grooms': hermès brings interactive installation to NYC (copy)

News

Insight - mystery at the grooms': hermès brings interactive installation to NYC (copy)

xxx
Interactive Installation
Habitat and Pinterest unveil immersive campaign putting emotion into home design

News

Habitat and Pinterest unveil immersive campaign putting emotion into home design

Habitat has teamed up with Pinterest for an immersive storytelling campaign that repositions homeware as a tool for emotional re-invention and shop...
Retail : Design : Technology
Stat: Young adults are redefining romantic relationships on their terms

News

Stat: Young adults are redefining romantic relationships on their terms

As romantic norms fragment, 20% of people are now unknowingly practising ‘relationship anarchy’, according to the latest State of Dating repor...
Statistic : Stat : Dating
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
Wimbledon elevates fan engagement with AI-powered digital experiences

News

Wimbledon elevates fan engagement with AI-powered digital experiences

The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match under...
Wimbledon : Sports : Entertainment
Stat: Gen Alpha lead the charge in back-to-school shopping

News

Stat: Gen Alpha lead the charge in back-to-school shopping

Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome.
Retail : Gen Alpha : Statistic
The Fashion Innovation Agency debuts 3D garment volumetric capture service

News

The Fashion Innovation Agency debuts 3D garment volumetric capture service

The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service ai...
Fashion : Technology : Virtual Fashion
Elemis brings beauty trackside with new Aston Martin F1 collection

News

Elemis brings beauty trackside with new Aston Martin F1 collection

Premium beauty brand Elemis is stepping further into the world of Formula 1 with the launch of four exclusive skincare collections in partnership w...
Aston Martin : Elemis : Formula 1
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN