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Marketing Plays that Won this Super Bowl

  • Writer: BRND House
    BRND House
  • 4 days ago
  • 3 min read

Last Sunday may have been the Super Bowl on the field, but for marketers, the real action often happens between the plays. While the game and halftime show draw massive attention, Super Bowl commercials remain one of the biggest cultural and marketing moments of the year. These ads don’t just entertain, they shape brand conversations long after the final whistle.


This year certainly delivered. From bold brand rivalries to nostalgic storytelling and purpose-driven messaging, several clear trends emerged. Here are a few patterns we at BRND House noticed among this year’s Super Bowl commercials.


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1.Return of Ad Wars

Brand rivalry made a strong comeback this year. Pepsi was seen taking blatant shots at Coca-Cola and Anthropic, positioning itself against OpenAI, showing how competitive tension can fuel conversation.

When executed thoughtfully, these “ad wars” can be powerful marketing tools. Viewers love hearing about and engaging with drama. That buzz translates into brand awareness, engagement, and cultural relevance. In the future, it will be interesting to see how these brands jab back.

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2. Notable Athlete Partnerships​

As in most years, Athletes were the front and center of ad campaigns, from Serena Williams’ appearance in the Ro campaign to Christian McCaffrey’s spot for YouTube TV. Seeing familiar faces in a familiar setting, such as athletes during an athletic competition, grabs viewers' attention.

This strategy works particularly well during the Super Bowl because the audience is already sports-oriented. Athlete endorsements convey a sense of ethos through credibility, relatability, and emotional connection, making them a natural fit for this stage.

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3. Nostalgic Celebrity Partnerships​

Celebrity appearances are nothing new in Super Bowl advertising, but this year leaned heavily into nostalgia. This Super Bowl highlighted celebrities who hit their peaks around a decade ago, as sitcom stars made up the majority of the Dunkin' commercial, and Instacart featured Ben Stiller playing a retro-music-driven brother, who felt like he was stepping into his old characters.

Nostalgia works because it taps into shared cultural memory. It creates familiarity and emotional connection, allowing brands to associate themselves with positive past experiences while staying relevant in the present.

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4. Purpose Driven Brands​

More brands are emphasizing purpose beyond the product itself. Consumers increasingly expect companies to demonstrate values, community involvement, and broader social impact.

For example, e.l.f. Cosmetics leaned into cultural storytelling with a telenovela-style campaign connected to the Super Bowl halftime energy, while also partnering with Duolingo to promote access to language learning. This type of purpose-driven messaging helps brands build deeper trust and long-term loyalty.

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Fan Favorite Commercial​

One standout commercial that we felt needed a mention was Coinbase’s karaoke-inspired commercial, which brought viewers together through the Backstreet Boys’ hit “Everybody.” The song heard around the country!

This experience fostered unity as the ad silenced the audience, bringing everyone to sit and sing together. It felt like taking a break from the moment and pushing everyone to come together. This shared experience held value especially in today’s fragmented media landscape.

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There are millions of different ways to capitalize on screen time during a Super Bowl Commercial. The top-performing commercials become cultural moments, conversation starters, and ways for brands to tell their stories. No angle is right or wrong; the key is understanding not just how to capture attention, but also how to sustain it.



Check out the ads mentioned in this post: 

 
 
 

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