With National Random Acts of Kindness Day on February 17th, it's a reminder that the time has come for brands to dig deep and find their calling when it comes to helping make the world a better place.

The Super Bowl was a reminder just what a difficult line brands have to walk these days. The stakes are high and consumers' expectations even higher when it comes to brands being part of the solution and not the problem.

The effects the pandemic and the social and political upheaval of 2020 have had on brand communications is about to be seen upon one of advertising’s largest stages. This year’s Super Bowl will illustrate how brands are breaking away from traditional spending and building brand experiences.