For marketers like me, the most exciting moments in any Super Bowl come not in the game, but during its breaks. That was true of Super Bowl 59, which once again showed the unparalleled impact of strategic advertising on a grand stage. With 30-second ad spots commanding prices upwards of $8 million, the stakes are higher than ever to capture the attention of millions.
As I watched this year’s best spots, I couldn’t help but make connections between those ads that worked and what marketers can learn and apply to their own campaigns and marketing strategies.
The Super Bowl has long been the gold standard for advertising, offering brands unbeatable reach and awareness opportunity. However, the nature of these ads has evolved significantly over the years. The humor and celebrity endorsements of the 90s and 2000s have given way to purpose-driven storytelling, social impact messaging, and audience-centric engagement.
While some of us might settle for entertainment, brands can no longer afford to simply entertain with their ad spots. They must connect, inspire, and engage audiences who are more focused on snacks and getting back to the game than hearing from them. With ad prices soaring to record highs, companies must ensure their investments yield long-term returns beyond momentary buzz. This year, we saw a blend of nostalgia, social responsibility, and emotional resonance—a testament to the changing dynamics of consumer expectations.
While brand awareness remains a primary objective of Super Bowl advertising, this year’s commercials highlighted a shift towards purpose-driven messaging. Brands are increasingly using their platforms to address societal issues, reflect cultural values, and inspire action. Those are smart marketing priorities because when done well, those kinds of spots will create deeper, more lasting connections with the brands’ ideal audiences.
Understanding the voice of the customer is at the heart of this evolution. The most successful Super Bowl 59 ads were those that connected with viewers around their values and spoke directly to their emotions, challenges, and aspirations. Audiences are more discerning than ever, and they expect brands to do more than just sell—they want them to stand for something meaningful.
T-Mobile and Starlink Partnership: Bridging the Digital Divide
In their collaborative ad, T-Mobile and Starlink showcased a commitment to bringing everyone into the new digital age by providing internet access to underserved areas. For people who value connectivity and social responsibility, this ad resonated. By addressing a real-world issue, the spot reinforced both brands’ dedication to innovation and community impact.
Beyond the immediate feel-good factor, the partnership between T-Mobile and Starlink also served as a strategic move to position themselves as leaders in the future of global connectivity. The commercial successfully blended corporate responsibility with consumer interest, making it one of the best of the night, in my eyes.
“He Gets Us” Campaign: A Message of Compassion
The “He Gets Us” campaign delivered a powerful message of understanding and empathy. By highlighting themes of love, compassion, and inclusivity, the ad connected with viewers on an emotional level, transcending religious affiliations.
While faith-based advertising can sometimes be polarizing, this campaign succeeded because it focused on universal human experiences rather than denominational messaging. It showed how storytelling, when done right, can create a broad appeal while maintaining authenticity. That’s a lesson brands caught in the crosshairs of the current DEI debate can learn from.
Lay’s “The Little Farmer”: Storytelling That Resonates
Lay’s “The Little Farmer” ad told a heartfelt story that emphasized the brand’s commitment to quality and tradition. By using the innocence and simple joy of a young girl growing a potato, Lays gave viewers permission to not just enjoy the very chips they were likely eating as they watched the ad, but to feel good about it.
This ad worked particularly well because it tapped into nostalgia while also reinforcing the brand’s core values. The tagline, “What joy tastes like” drove that message home beautifully. Ultimately, Lay’s succeeded in making an emotional connection while staying true to its brand identity.
Breast Cancer Awareness: Using the Platform for Good
A poignant ad dedicated to breast cancer awareness used the power of personal stories to highlight the importance of early detection and support. By sharing real experiences, the campaign fostered a sense of community and urgency, encouraging viewers to take proactive steps in their health journeys.
This commercial was a standout not just because of its message but because of its execution. The emotional weight carried by the ad ensured it would be remembered long after the game ended. It also demonstrated that Super Bowl ads don’t always have to be about selling a product—they can be about making an impact.
The Rise of Movie Trailers in Super Bowl 59
This year’s Super Bowl also featured a notable increase in movie trailers, with studios leveraging the event’s massive viewership to generate buzz for upcoming releases. From action-packed blockbusters to anticipated sequels, these previews aimed to captivate audiences and drive future box office success.
The strategic placement of these trailers underscores the importance of timing and audience targeting in marketing campaigns. A well-timed teaser can create months of anticipation, ensuring strong opening weekend numbers. Given how expensive movies are to create, and how expensive they can be to promote, the increased number of trailers told me that media companies are anxious for a big year at the box office.
1. Listen to Your Audience
Understanding the voice of your customer is crucial. Ask your customers what they think and feel about your products and services. Engage them in surveys and focus groups about every stage of the buyer journey from first touch to fulfillment and beyond. Then, tailor messages that resonate with what they’ve shared. Consumer preferences evolve, and brands that stay attuned to these changes will maintain a competitive edge.
2. Embrace Purpose-Driven Messaging
Don’t be afraid to align your brand with causes or messages that reflect your company’s values and address societal issues. Consumers today expect brands to take a stand, and purpose-driven advertising can lead to stronger brand loyalty and engagement. Just make sure you are authentic, because the only thing worse than championing causes consumers disagree with, is championing causes they know you don’t really care about.
3. Leverage Storytelling
Craft compelling narratives that humanize your brand and create emotional connections with your audience. Let your ideal audiences connect with your origin story in a meaningful and consistent way. People remember stories more than facts, and a well-told story can elevate your brand in remarkable ways.
4. Strategic Investment
While the cost of Super Bowl ads is substantial, the potential return in brand recognition and customer engagement can be significant when executed thoughtfully. Ensure that your ad is not just memorable but also part of a larger, integrated marketing campaign that sustains momentum beyond the game.
5. Leverage Data for Impactful Advertising
The most successful Super Bowl ads are backed by data-driven insights. Brands that invest in market research, sentiment analysis, and significant A/B testing before launching their campaigns are more likely to see a strong return on investment.
Super Bowl 59’s advertisements offer a masterclass in leveraging the voice of the customer to create impactful, purpose-driven campaigns. By understanding and responding to consumer values, brands can craft messages that not only capture attention but also foster lasting loyalty.
For a comprehensive look at how to harness the power of customer insights in your marketing strategies, explore my book, “Ask & Deliver.”
The Super Bowl is more than just a game; it’s a reflection of cultural trends, consumer behavior, and the evolving landscape of advertising. Brands that learn from this year’s successes will be better positioned to make an impact in the years to come.