Corporate social responsibility finally finds a home in Super Bowl ’09 ads

• An ostrich chasing a mailman
• a wild boar sticking its head out a family car’s rear window to catch some air 
• a rhino rampaging through a living room as the owner called its name to go out for a walk
• a bull that wouldn’t catch a Frisbee.

Frosted Flakes raised the bar with its 30-second “Plant a seed” spot, urging people to visit FrostedFlakes.com to nominate youth playing fields to be rebuilt pro bono by Kellogg’s. Tony the Tiger even made his Super Bowl debut. After sorting through thousands of nominated playing fields, Kellogg’s will narrow the list to 100. Then it will select 30 which will all be brought back to life by Kellogg’s.

Denny’s literally stepped up to the plate with its Super Bowl ad. While advertising their Grand Slam breakfast, Denny’s announced an amazing act of kindness: giving away free Grand Slam breakfasts for everyone in America on Tuesday from 6 a.m. to 2 p.m. at all 1,500 locations. While self-servingly winning new customers, Denny’s is also building tremendous ‘helping others’ goodwill at a time when people need it most.   

GE ran a clever spot - inspired by the Wizard of Oz’s Scarecrow character – plugging “smart grid technology.” Yes it was self-promotional, but it also conveyed a ‘larger than GE’ thought leadership message built around its successful “Ecomagination” campaign which urges a cleaner, greener world.

72% of Americans wish their employer would do more to support a cause and social issue. 87% are likely to switch from one brand to another brand if the other brand is associated with a good cause (Source: 2007 Cone Cause Evolution Study).

Last night’s advertising assault finally included companies with a conscience who understand that it’s good business when brands make-the-world-a-better-place.