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Set against the backdrop of the COVID-19 pandemic and all of its ramifications, this year’s Super Bowl was unlike any other — from the buildup and the game-day experience to the way brands leveraged the event on Super Bowl Sunday. For brands willing to persevere through the challenging production logistics brought about by COVID-19, Super Bowl LV served as a goldmine of potential consumer connection. This year several brands sought a tone different from the one usually seen during a normal year’s Super Bowl to connect with more than 100 million Americans.

After reviewing each brand’s omnichannel downfield attempts, analysts from Mintel Comperemedia and Mintel Reports have identified themes that emerged from this year’s Super Bowl marketing slate, and within each have noted the ads and strategies that reached the end zone, and the ones that doinked off the uprights.

To read the blog in its entirety, please go to the Comperemedia blog!