This year advertisers are putting their millions to good work, and not just their own. With the costs of Super Bowl airtime running an estimated $3 million per 30 seconds, advertisers are using their seconds wisely and perhaps for a new cause this year. Following in the footsteps of companies like Fiat, both Kellogg and Pedigree will be promoting charitable causes.

Kellogg plans to feature Tony the Tiger delivering a message for viewers to nominate a children’s play area to be upgraded and rebuilt at Kellogg’s expense.

Pedigree is taking their devotion to their cause one step further. They’re opting out of promoting their product and focusing on the worthy cause of animal adoption. Moving away from the recent tear jerking Adoption Drive campaign, Pedigree will be adding a bit of humor and a non-traditional approach to their ads this year. This new campaign will focus on the mayhem that can be associated with adopting unique pets. One ad will feature an adopted rhinoceros, while another illustrates an ostrich chasing a mailman. Even though the delivery may be light, Pedigree is delivering a strong message that all animals need our help.

Some may say that in such a turbulent economy spending millions of dollars and not advertising your product is corporate suicide, but Pedigree stands behind their past double digit sales returns on adoption centered ads.

While Kellogg and Pedigree are only two examples, other advertisers are focusing their attention on the greater good. This Super Bowl Anheuser-Busch will be donating the money they would be paying their spokesperson (Conan O’Brien) to the The Fresh Air Fund (at O’Brien’s request, of course).

Could our current economic situation be helping advertisers turn over a new leaf?

Tags: advertising, marketing