Kraft's Super Bowl Ad Will Feature Real American Families
Ellen Smith — January 29, 2018 — Marketing
References: familygreatly & adweek
Kraft's Super Bowl ad is deviating from the commonly used tropes to offer a heartwarming ad spot that highlights the real American families that are loyal to the brand.
Families can upload their home videos on Twitter and Instagram using the #FamilyGreatly and #KraftEntry hashtags. In order to be considered for the contest, these uploads must occur between the hours of 6:00pm and 8:30pm on Super Bowl Sunday, as the ad will be patched together in real time.
According to Anne Field, Kraft's director of brand building, “We want to see a broad array of all the ways people ‘family’ on game day. We’re giving the stage to real families. You could be in it. No matter who you are. No matter how you ‘family.'”
Families can upload their home videos on Twitter and Instagram using the #FamilyGreatly and #KraftEntry hashtags. In order to be considered for the contest, these uploads must occur between the hours of 6:00pm and 8:30pm on Super Bowl Sunday, as the ad will be patched together in real time.
According to Anne Field, Kraft's director of brand building, “We want to see a broad array of all the ways people ‘family’ on game day. We’re giving the stage to real families. You could be in it. No matter who you are. No matter how you ‘family.'”
Trend Themes
1. Authentic Family Spotlighting - The trend of showcasing real American families in advertising, moving away from traditional tropes and presenting a more authentic representation.
2. Real-time Content Creation - The trend of creating content in real-time by combining user-generated videos on social media platforms like Twitter and Instagram.
3. Inclusive Advertising - The trend of featuring diverse families in advertising campaigns to appeal to a wide audience and promote inclusivity.
Industry Implications
1. Food and Beverage - There is an opportunity for food and beverage companies to embrace authentic family spotlighting in their advertising campaigns to connect with consumers seeking more genuine brand experiences.
2. Social Media - The real-time content creation trend opens up opportunities for social media platforms to create innovative features and tools that facilitate the seamless integration of user-generated content.
3. Marketing and Advertising - The demand for inclusive advertising presents an opportunity for marketing and advertising agencies to develop campaigns that showcase diverse families and appeal to a broad audience.
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