Every first Sunday of February, half the country stops to watch one of the biggest sporting events of the year. But the Super Bowl isn’t just a game anymore. It’s become a cultural phenomenon.
It’s the one day we don’t experience the commercials as interruptions. They’re part of the entertainment. Sometimes, they are the entertainment.
And that’s why every February, we’re glued to the screen taking copious notes — not just watching the score but watching how brands show up in culture.
Because for us marketers? This is the big league.
This year, the Super Bowl averaged 124.9 million viewers — the second-most watched game ever, just behind 2025. Bad Bunny’s halftime show drew 128.2 million viewers, the fourth-most watched halftime performance in history. Even the Puppy Bowl pulled 15.3 million viewers, its best audience since 2018.
For context: while the Olympics may reach billions globally, in the U.S. nothing matches the Super Bowl as a single-night audience. It’s a rare cultural concentration point — one of the few moments when the country gathers and tunes in at the same time.
What We’re Seeing
Brands can’t hide behind vague messaging anymore. Distribution has changed everything — clips spread instantly, reactions happen in real time, and every frame gets dissected before halftime ends.
This year’s ads leaned into nostalgia, humor, gratitude, and storytelling, but the throughline was clear: each brand reinforced what it wants to be known for.
When 120+ million people are watching, clarity wins.
You don’t need to be for everyone. But you do need to be unmistakable to the right people.
🎬 The Ads We Loved (And Why They Worked)
1. Michelob Ultra – “The Miracle” with Kurt Russell ➜ Watch
This ad had big-screen storytelling, nostalgia, and a wink to sports movie culture (including The Eye of the Tiger song). It didn’t feel like a beer ad — it felt like a short film.
2. T-Mobile – Backstreet Boys “It’s Better Over Here” ➜ Watch
This ad had pure nostalgia, instant recognition, and high rewatch value. We even sang along.
3. Uber Eats – Bradley Cooper & Matthew McConaughey ➜ Watch
This ad had the ultimate star power, but it was not over-scripted nor did it overshadow the brand.
4. WeatherTech – Brand Awareness Done Right ➜ Watch
This ad had no gimmicks, just clear product confidence. Not every ad needs irony or spectacle. It was one of the few ads that actually made us want to buy.
5. Toyota – “People Are the Destination” ➜ Watch
This ad leaned into quiet but powerful heart-forward storytelling in a night full of noise. We’re here for it.
Other Ads We’re Still Thinking About
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Redfin – “Won’t You Be My Neighbor” → Trusted familiarity & heartstrings
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NFL – “I Am a Champion: Thank You Coaches” → Gratitude as brand equity (and super motivational)
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Grubhub – “Eat the Fees” (George Clooney) → Clear value proposition addressing a real pain point
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Ramp – “Multiple What’s Possible” (Kevin from The Office) → Smart audience targeting
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State Farm – “Bon Jovy” → Wordplay + music nostalgia + humor
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Bosch – “Guy Fieri: Just a Guy” → Wordplay + humanizing the brand
Different tones and different strategies, but one common thread: Each brand knew exactly who it was.
What this Means for Branding & Marketing
You don’t need a Super Bowl budget to apply this (most of us don’t have that kind of 💸). But you do need:
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Clear positioning
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Cohesive storytelling
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Distribution that extends beyond one moment
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The confidence to show up intentionally
Which was your favorite ad? 🏆
