Last year VW and Jimmy Cliff wanted us to C'mon Get Happy. This year Heinz is doing the same thing, urging us to hum along to "if you're happy and you know it."
Is there some psychological thing going on here? Are advertisers sensing that we are all depressed and they are trying to cheer us up? It's not like brands urging us to get happy is anything new. In fact just thinking about it is giving me flashback to the 90's when Vitamin C's "Smile" was on every Hershey spot out there.
This is only the second time in sixteen years that Heinz has advertised during the Super Bowl. I suspect it's doing so because ketchup sales are way down. However, I don't think this spot is going to ignite any fire in the condiment world. Smile or not, it's a bit of a snoozer.