As marketers, we look forward to the Super Bowl to award a Lombardi trophy of our own - the ad that made us go, Wow. In the midst of a pandemic, the game has changed (pun intended). Brand MVPs such as Anheuser Busch and Pepsi are paying close attention to consumer sentiments and they are spending where society needs a hand. Other advertisers like Coke and Audi are sitting out Super Bowl advertising altogether. These are huge and risky decisions for their marketers. Every one in the industry should be pausing too, to ask the question what needs to change in our marketing strategy this year?