I've been covering Super Bowl ads for about 15 years, and each year, I'm asked what trends I expect to see from marketers in the Big Game.

So shhh I'm going to go ahead and just tell you right now.

First is a technical reality: We're going to see more animation and similar concepts that can be produced remotely without having to navigate the complexity of in-person shooting.

Second is nostalgia. Marketers can never get enough nostalgia, especially when the world's upside down. After the success of last year's Groundhog Day homage from Jeep, you can definitely expect to see the '80s and '90s represented.

But third is the biggie: Brand values.

Brands will be itching to tell us consumers all about how they're trying to make this bizarre world somewhat better. Some will surely package it under the vibe of encouraging us all to just be better humans and not scream at each other all the time. Maybe they'll have better luck than in years past.

Chipotle has already revealed its pitch: a burrito that can change the world. Watch the 30-second spot on Adweek and see what you think.

Why release the spot so early? One reason might be to avoid the clutter of brand purpose messages that are sure to get jumbled together closer to the Super Bowl.

So what do you think? Is the brand value play a smart one in troubled and transitional times? Or does it risk seeming overly self-centered at a time when so many pressing crises are piled on the world without having to think about the future of sustainable agriculture?

Let me know your thoughts at the email below, or come find me at @Griner on Twitter.

Speaking of predictions: It's not too late to join me and many others for Adweek's free Outlook 2021 virtual event, kicking off Tuesday (aka tomorrow). I'll be helping start the conversation with a chat about how commercial production has been reshaped by the pandemic, so I hope you'll be able to join! 

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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