It’s time for the Big Game, and brands are ready to show what $8 million gets you in this economy. Which brands will stand out, and which ones fall into the basic trap of commercial clichés? Get your bingo cards out:
- Celebrity cameo: Check. Check. Check. Check. Check. Holy crap why are there so many?
- Nostalgic pop culture reference: Check. 80s music everywhere.
- Actor pretending to be in a high-energy chase scene: Check. I see you, Glen Powell.
- Obligatory “deep emotional moment” that hits you right in the feels: Check.
Safe. Boring. Trying to capture priceless relatability when many consumers are literally worried about the price of eggs. These ads don’t exist in a vacuum; people realize they’re expensive.
Ads aren’t just about selling products anymore. They’re about creating connections, building communities, and showing that your brand understands the people who buy your products.
Boring vs. connecting: Who won?
Don’t get me wrong—a big-name celebrity can still grab attention, but here’s a thought: How about we stop making them the star and put the real stars in the spotlight? That’s where your customers come in. They’re the true heartbeat of a brand: the ones who wear your T-shirts, share your posts, scream at the TV during the game—and, you know, actually buy your product.
Celebrities might have the following, but true loyalty and authenticity come from the people who spend their hard-earned cash with you. So why not show them some love by putting them front and center in those high-profile ads?
Did anyone really nail this concept and stand out during Super Bowl 59? Who created an emotional response and made their customers feel seen?
Google Pixel
The commercial opens with a man speaking to his phone in preparation for a job interview. He’s a father, and as he’s answering questions about his work experience, it cuts to moments of him with his kids, relating those skills to the job he wants.
