Mar
02
Cadillac on Oscars Night: More Fun, Less Social Commentary
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Rauchut says this year’s goal is to “have more fun and stay a bit more optimistic and upbeat.” It is not to make a sweeping statement on society, or push some big cause.
Such tactics have become trendy as brands try to plug into cultural conversations. But marketers also risk looking exploitive or disingenuous, fueling a backlash. For instance, Ram caught heavy social media flack for its Super Bowl ad that used a Martin Luther King Jr. speech as a backdrop.
Other Super Bowl spots plugged corporate philanthropy, such as two Anheuser-Busch InBev ads touting water programs and a Hyundai commercial touting an organization funded by the automaker that fights childhood cancer.
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