Businesses shelling out for ads during Super Bowl LV will likely avoid the controversial content designed  to generate branding buzz, and instead embrace feel-good messaging following a tumultuous year.

That means viewers should expect more Cookie Monster, less Cindy Crawford.

“Nostalgia is going to be very important. People really would like to go back in time to before the pandemic and before society got so politically polarized,” says Yakov Bart, associate professor of marketing at Northeastern.

“Advertisers are looking to create associations between consumer brands and a sense of good days before the pandemic,” he says.


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