The National Advertising Division Guide to Big Game Ads: Separate Fact from Fiction
The Super Bowl isn't just the biggest day in football — it's the biggest, and most expensive, day of the year for advertising. With multi-million-dollar commercials, star-studded celebrity cameos, and emotional storytelling, these ads are designed to grab your attention and leave a lasting impression. But amidst all the hype, have you ever wondered what's hidden in the fine print?
“Brands will use their Super Bowl screen time wisely,” said Laura Brett, VP of BBB National Programs' National Advertising Division (NAD), the industry's self-regulatory body for truth and accuracy in advertising. “As you watch, consider what the commercial highlights — is it superior taste, discounted prices, a nudge to switch brands, or a comparison of one product to a competitor? The advertiser should have support for any message reasonably communicated in the ad.”
As we gear up for the Big Game, Brett breaks down some of the most high-profile Super Bowl commercials from years’ past, some of which became challenged advertising before NAD, and provides a play-by-play regarding what you need to know as a discerning viewer.
NAD recommended that T-Mobile modify the claim to better reflect actual user experiences. When viewing a broad claim, consumers should consider whether the message about performance is more limited. If a commercial contains fine print, review the fine print as it is likely necessary to limit the message of the commercial.
To ensure the aspirational claims could be supported, NAD inquired about Chipotle’s practices to save water and reduce carbon emissions.
NAD found Chipotle limited its message by the context of the commercial that touted that a Chipotle burrito could make farmers more organic and less carbon-emitting, and could support that it saves water through purchasing from farmers with sustainable agriculture practices that improve soil health and divert 50% of waste.
By contrast, other commercials reviewed at NAD this year touted a product as “clearly the best” or “the ultimate.” Such claims do not require support as they express a company’s pride in their product. Advertising using claims like “the best” or “the ultimate,” without tying the claims to specific performance benefits, should be viewed that way. A company can puff about what a great product is made of as long as it does not tell you why the product is “the best.”
Super Bowl ads provide a fascinating glimpse into what is new with established products or cutting-edge technological innovations. It is irresistible for brands to promote their products before such a captive audience, and if the past is prologue, we can be sure that the ads will entertain and delight us and maybe even make us decide to make a purchase.
NAD’s mission is to ensure that claims in all forms of advertising are supported, which not only provides a level playing field for competitors, but we also hope it protects consumers by guiding advertisers on how to make truthful claims.
“Brands will use their Super Bowl screen time wisely,” said Laura Brett, VP of BBB National Programs' National Advertising Division (NAD), the industry's self-regulatory body for truth and accuracy in advertising. “As you watch, consider what the commercial highlights — is it superior taste, discounted prices, a nudge to switch brands, or a comparison of one product to a competitor? The advertiser should have support for any message reasonably communicated in the ad.”
As we gear up for the Big Game, Brett breaks down some of the most high-profile Super Bowl commercials from years’ past, some of which became challenged advertising before NAD, and provides a play-by-play regarding what you need to know as a discerning viewer.
Can the advertiser substantiate the claim?
Viewers of a 2023 T-Mobile Super Bowl commercial that brought together John Travolta, Zach Braff, and Donald Faison for an ad to the tune of "Summer Nights" from Grease heard that with T-Mobile Home Internet (T-HINT), “Don’t you worry ‘bout speed.” However, this catchy jingle hit a sour note with Comcast and Charter, who argued that the claim could lead consumers to believe that all users would enjoy 5G speeds at all times.NAD recommended that T-Mobile modify the claim to better reflect actual user experiences. When viewing a broad claim, consumers should consider whether the message about performance is more limited. If a commercial contains fine print, review the fine print as it is likely necessary to limit the message of the commercial.
“Can a Burrito Save the World?”
In Chipotle’s 2021 Super Bowl commercial, a young boy wondered “Can A Burrito Change the World?" Data shows that consumers respond positively to brands that have aspirational goals related to environmental benefits, impacting their purchasing decisions.To ensure the aspirational claims could be supported, NAD inquired about Chipotle’s practices to save water and reduce carbon emissions.
NAD found Chipotle limited its message by the context of the commercial that touted that a Chipotle burrito could make farmers more organic and less carbon-emitting, and could support that it saves water through purchasing from farmers with sustainable agriculture practices that improve soil health and divert 50% of waste.
Is it really #1?
The Super Bowl is sure to feature ads that tout a product as #1 or the “best.” This year alone, several ads featuring claims like “#1 brand used by dermatologists,” “#1 site real estate professionals trust,” and “#1 absorbing diaper” were reviewed by NAD. A #1 claim that touts the product is the best in the market or is most recommended requires a high bar to support.By contrast, other commercials reviewed at NAD this year touted a product as “clearly the best” or “the ultimate.” Such claims do not require support as they express a company’s pride in their product. Advertising using claims like “the best” or “the ultimate,” without tying the claims to specific performance benefits, should be viewed that way. A company can puff about what a great product is made of as long as it does not tell you why the product is “the best.”
Super Bowl ads provide a fascinating glimpse into what is new with established products or cutting-edge technological innovations. It is irresistible for brands to promote their products before such a captive audience, and if the past is prologue, we can be sure that the ads will entertain and delight us and maybe even make us decide to make a purchase.
NAD’s mission is to ensure that claims in all forms of advertising are supported, which not only provides a level playing field for competitors, but we also hope it protects consumers by guiding advertisers on how to make truthful claims.