Brands that speak to America’s heritage of faith and family win highest ratings
For brands that are open to considering the value of welcoming and including the $2 trillion Faith Driven Consumer segment into their marketing mix, the results of the 2013 Super Bowl ad campaigns show that faith- and family-oriented messages scored big with American consumers.
Indeed, the case can be made that out of 54 Super Bowl ads rated by USA Today’s Ad Meter, four of the top five were Faith Driven Consumer-messaged ads.
In particular, coming in at number three, Dodge RAM’s “Farmer” ad hit the ball out of the park with its spectacular images of the diversity of modern American farms and farmers set to the backdrop of the “God Made a Farmer” speech given by late radio icon Paul Harvey to the Future Farmers of America in 1978.
Dedicated to “the farmer in all of us,” RAM effectively tapped into God’s call to humans in Genesis chapters 1-2 to be good stewards of the land, animals and resources that we have been entrusted as men and women who bear God’s image.
So whether the viewer was currently a farmer or many generations removed from a farm heritage, America’s deep Judeo-Christian heritage and our inherent human desire to create and bring forth bounty resonated well with Super Bowl viewers and catapulted RAM into the Top Five.
Similarly, the number-five-rated ad—“Whole Again,” by Jeep—struck a chord with consumers across America with its poetic and emotional salute to our veterans and appeals to family, faith, church, home and patriotism.
Topping the rankings for the 2013 Super Bowl ad ratings was Budweiser’s “Brotherhood” commercial featuring the story of a young colt lovingly raised through ups and downs by his devoted caretaker until he is ready to join the ranks of the world-famous Clydesdales. The caretaker’s reunion with the full-grown horse after a Chicago parade tugged on consumer heartstrings by invoking themes of Americana, loving bonds of devoted friendship, and a deep-seeded connection to agriculture and horses—all faith-compatible themes.
Even the humorous, second-ranked “Miracle Stain” ad by Procter and Gamble and its Tide brand offers evidence of the powerful resonance of messages that have a foundation based in a Christian faith tradition in which pilgrimages and iconic images are an important part of the religious heritage.
So why did these ads work on the biggest stage for advertisers while others came up short?
When four of the top five ads at the 2013 Super Bowl had at their core references compatible with faith, family and biblical values, it is clear that their success is rooted in the enduring Judeo-Christian heritage and religious identity of Americans, especially Faith Driven Consumers.
For brands that have previously overlooked the untapped market of consumers who hold to a faith-driven worldview, the good news is that there is a rapidly emerging and largely untapped market segment comprised of 41 million Americans – 17 percent of the U.S. adult population – that is actively seeking brands that are willing to welcome and include them in the rainbow of market segmentation diversity.
With the top brands from Super Bowl XLVII in view, is your brand positioned to deliver faith-compatible messages that will ring like a church bell in the hearts and minds of the one-out-of-six American adults who are Faith Driven Consumers?