Super Bowl: A marketing lesson like no other
The Super Bowl has always been a spectacle, but in recent years, its marketing stunts and ad content have taken on a life of their own, sometimes overshadowing the game itself. While the event is undeniably a cultural touchstone, the questions around whether these flashy marketing efforts genuinely resonate with the audience are more relevant than ever.
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February 12, 2025
From the early days of celebrity endorsements and quirky commercials to the viral moments and increasingly extravagant ad campaigns we see today, Super Bowl ads have evolved into full-blown marketing stunts. Brands are now investing millions into elaborate creative concepts, aiming not only to entertain but also to create moments that trend across social media, fuel public discourse, and extend the life of the ad beyond the 30-second slot. Think of the 2025 commercials, which pushed boundaries, from Budweiser’s emotional Clydesdale story to Mountain Dew’s surreal ad starring Seal, all designed to capture attention and spark conversation.
Take a look below. Unless you’ve been living under a rock, I’m sure you’ve already seen them!
But is it working? Are consumers actually engaging with these ads or simply passively consuming them as part of the larger Super Bowl experience?
Superficiality and the audience
The core question is whether these stunts are reflective of genuine consumer interest or if they’re merely distractions. Many consumers watch the Super Bowl for the sense of tradition, the communal experience, and, yes, the ads – but do they remember them long after the event?
Some argue that the drive for viral moments, the pressure to outdo the competition, and the constant push for flashy campaigns have turned these ads into surface-level spectacles. While some of them undoubtedly get attention in the short term (viral hashtags, memes, or reactions) they may fail to create lasting brand loyalty or a deep connection with the audience.
There’s no denying the power of creative marketing. When it’s done well, it can build an emotional connection with the audience and elevate a brand’s status. But in the pursuit of flashy, viral moments, some brands risk losing sight of their core message and the values they want to communicate to their audience.
Nike: A personal favourite
This was Nike’s first Super Bowl ad in 27 years, and they didn’t waste the opportunity to make an impact. Staying true to the brand, the ad is current, relevant, and delivers a powerful message at a pivotal moment in history. That’s how it’s done.
The “So Win” ad celebrates women breaking barriers and challenging societal expectations, generating 13K mentions online and making Nike the most talked about brand of the game.
The Super Bowl is the pinnacle of advertising. But here’s the thing.
If you’re a brand without a Super Bowl ad, trying to create content and generate buzz during the most advertising-saturated moment of the year. It’s nearly impossible. A few organic posts or tweets won’t move the needle.
The true takeaway for marketers: The Super Bowl is a goldmine for insights.
Everyone tunes in to watch the ads, and marketers constantly discuss them. It’s a real-time critical thinking exercise where you can assess what worked and why. To later apply those learnings to your own campaigns.
The key takeaway
Consistency builds loyalty, not just stunts.
Read that again. And one more time for good luck.
In a world where attention spans are short and competition is fierce, brands can’t afford to be just a Super Bowl brand. The brands that win are the ones that use every moment (not just the big ones) to reinforce who they are and why they matter. Consistency is key. Show up regularly, across multiple touchpoints, and keep your message clear.
