Why aren’t advertisers more forward-thinking?

For the most part, I watch the Super Bowl for the commercials. I do so because you’re always sure to see something that is cutting edge, controversial and emotional (and sometimes all of the above). This year was no exception with the “Gracie” (that created buzz beforehand) along with the Coca-cola’s “America, the beautiful”.  In the former, people were up in arms about an inter-racial family and in the latter, people proclaimed that the national anthem should not be sung in any language but English. Seeing as the leader of the free world is the product of an interracial family and that the United States has been considered a “melting pot” of culture for more than a century, you’d think people would be over those kings of things by now. That got me thinking…

Why are advertisers so slow to reflect what’s really happening in the world? You’d think they’d be some of the most creative and innovative out there yet, we’re only just seeing more socially liberal creative as the world’s been moving that direction for at least a decade. Although I think there is some risk-taking involved, it’s warranted and as long as you can prepare for the backlash. Why aren’t we reflecting the lives of real people in advertising? Although, I think it may be a high-risk scenario, pushing these relatively small boundaries may produce a high-reward situation.

There is no denying the fact that the family has changed. Kudos to Chevrolet for recognizing that in the “The New Us”.

There is no denying the fact that some people have disabilities. Kudos to Swiffer and Guiness for recognizing that “The Rukavinas” and “Wheelchair Basketball”

There is no denying that people marry within their gender. Kudos to Banana Republic for recognizing that. 

I mean, is this not a perfect opportunity to grab a competitive advantage and target a group that hasn’t been acknowledged before? Use emotions, tell a story and make it “stick” with a new target. I’m sure your clients will love you for it.

Which one’s your favorite? Seen anything else lately that surprised you?