To honor the 2020 Super Bowl landing on Groundhog day, Jeep’s ad tapped into American nostalgia by recreating the popular 90s film. But this time, it featured the new addition of a Jeep Gladiator, highlighting the brand's American roots and positioning the car as able to turn people's days around.

In the New American Dream Deep Dive, we explore how aspirations in the US are evolving and how citizens are redefining success as the country’s place on the world stage is challenged. How can brands strike the right tone when looking to reach the modern American consumer?

Why is optimistic advertising so appealing? How are people defining the ‘American Dream’ for themselves? And could breaking the fourth wall to subvert hard-selling win over new fans? Canvas8 unpicks the behavioral themes present in 11 notable campaigns from the 2020 Super Bowl.

A lot of businesses traffic in American exceptionalism, tapping into national pride as part of their creative comms and brand identity. But while such aspirational messaging used to resonate with Americans – and many people around the world – will COVID-19 make this narrative less appealing?