In terms of marketing impact, you might say one travel-industry brand was among the biggest winners at this year's Super Bowl.
Not only did Airbnb give halftime performer Lady Gaga a $20 million Houston mansion that got tons of press attention — not to mention some love on the star's Instagram, with its 21.6 million followers — but the brand also ran one of the most viral ads during the big game.
The 30-second spot called "#weaccept" took aim at President Donald Trump's highly controversial travel ban, tied up in a legal battle that dominated the news cycle in the days leading up to the game. (The ad came together at the very last minute in response to the news.)
The ad showed faces of people of varying ethnicities, with the message: "We believe no matter who you are, where you’re from, who you love, or who you worship, we all belong. The world is more beautiful the more you accept."
In addition to trending among mere mortal big game watchers, the spot also got social media support from big names, such as John Kerry, who tweeted, "Heartened to see people and companies standing with those doing so much good for those most in need."
Hall of famer Joe Montana simply tweeted the commercial's hashtag in support:
The ad did not mention the president by name, nor reference his policy specifically; Super Bowl rules mandate staying away from controversial topics — at least overtly.
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