Born the hard way: Cos grab eyeballs while fighting Trump

It is not only the people who have criticised the bans with protests, but some of the 97 companies, reported to have filed a legal brief condemning President Donald Trump’s orders, are protesting intheir own unique way. 
They have come out with new campaigns against his order dubbed as the ‘Muslim ban’. 

Leaving no stone unturned, they leveraged the SuperBowl spot for advertising. 

Many brands have taken to the event that garners the highest viewership—114 million despite the huge costs of advertising (over $5 million for 30 seconds spot). These brands include Airbnb, Coca-Cola and Budweiser that chose to air their message of unity and diversity in the US. Even T-Mobile released its campaign and roped in top celebrities, including popstar Justin Bieber.

Airbnb’s ad film ‘We Accept’ was one of the most direct messages to Trump on the diversity of the country and its acceptance of immigrants. 

Even cola giant Coca-Cola used the US national anthem to bring out the message of diversity. The brand chose to have US national anthem sung in different languages around the world in its ad film ‘It’s Beautiful’.

Budweiser’s ad ‘Born the Hard Way’, on other hand, chose to tell the story of its founder Anheuser-Busch, who was German immigrant to the US. and his struggles to making the brand a reality in the US. 

While Airbnb’s ad generated nearly 70,000 tweets, Coca-Cola’s ad got 69,000 tweets during the SuperBowl. While brands in the US are treading a path they have never before, they seem to be not bowing to pressure from Trump.