The Tangent Agency’s Marc Becker on big brands and advertising politics

While brands have been increasingly flirted with political and social issues in their advertising campaigns in recent years, they’re taking a step back — at least for Super Bowl Sunday.

“While I’m all for standing for what you believe in, brands also run the risk of alienating a large percentage of their target audience,” The Tangent Agency’s CEO Marc Becker told Business Insider. “Even if they have research showing a portion of their target consumer agrees with their political views, not everyone wants to flaunt their politics.”

Plus, at $5 million for a 30-second ad, big game spots are expensive and should typically be used to kick off longer-term campaigns for brands, he said. Taking the risk with a one-time political statement may not be worth it.

Read the full article: Big brands such as Budweiser and Gillette are getting increasingly political with their advertising. Just not at the Super Bowl. (Business Insider)