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Best-In-Culture Super Bowl 2021 & 2022

Super Bowl is often considered one of the biggest advertising events of the year. With such a large marketing investment from brands, our question is – which ads were able to connect to consumers on a cultural level? Here are some examples of brands that captured the Multicultural & Inclusive audiences:

“Lizzo in Real Tone” – Google

Best-In-Culture for segments…
  • Black
  • Hispanic English Media Viewers
  • Hispanic Bilingual Media Viewers
  • Asian English Media Viewers
  • LGBTQ
  • People w/ Disabilities

“GOOOOOOAL” – Telemundo

Best-In-Culture for segments…
  • Black
  • Hispanic English Media Viewers
  • Hispanic Bilingual Media Viewers
  • Asian English Media Viewers
  • LGBTQ
  • People w/ Disabilities

“Thank You for Driving Thru” – McDonald’s

Best-In-Culture for segments…
  • White Non-Hispanic
  • Hispanic English Media Viewers
  • Asian English Media Viewers
  • LGBTQ
  • Total Gen. Pop Weighted

“Family Super Bowl” – Weather Tech

Best-In-Culture for segments…
  • White Non-Hispanic
  • Black
  • Asian English Media Viewers
  • People w/ Disabilities
  • Total Gen. Pop Weighted

“Welcome to the World, Baby” – Huggies

Best-In-Culture for segments…
  • White Non-Hispanic
  • Asian English Media Viewers
  • LGBTQ
  • Total Gen. Pop Weighted
*The appearance of any person or company on this webpage does not constitute its endorsement of the Cultural Inclusion Accelerator™

2021 Best-In-Culture Brand Examples
Among the Following Segments

Best-In-Culture Networks

Brands

Discovering cultural relevance insights that align with the brand, CIIM™ Ads testing early-stage creative to guide final creative and maximize impact for advertisers

Incorporating CIIM™ Content cultural relevance scores with reach and frequency planning/media optimizers while leveraging the multiplier impact of minority owned/targeted media through the Diverse Media Accelerator™

Incorporating DEI reflections in ads, establishing baselines, tracking DEI Accelerator™ progress, and improvement on brand trust

Applying CIIM™ Content to understand urgency to develop characters and storylines that authentically depict MC & diverse audiences

Setting CIIM™ Ads cultural relevance performance benchmarks by brand and by segment while infusing cultural insights from creative brief to final execution