Fellow brand strategists, creative connoisseurs, and lovers of the almighty 30-second spot: are you ready to kick things off?
If you know me, you know I love a good ad. Not in a “casually enjoys” kind of way. More like a “pauses live TV, rewinds, and forces everyone in the room to rewatch” kind of way.
That’s why I am so interested in the epicenter of all ad-viewing: the Super Bowl.
Super Bowl commercials aren’t just filler between plays – they are the plays. The marketing equivalent of a trick play that, when executed well, leaves audiences cheering … or at least talking about it at the office on Monday.
So grab your snacks, buckle up, and let’s break down why Super Bowl Sunday is basically the Olympics (wait, can I say that?) of advertising.
Where ads are the star players
We live in an age where people will pay actual money to avoid ads. Skipping commercials has become second nature. But for one glorious Sunday, people want to watch the ads. They look forward to the ads. They talk about the ads. It’s like an alternate universe where marketing is the main event, and we, as advertisers, are the athletes.
The Super Bowl has managed to turn commercials into a spectator sport, and that’s a playbook worth studying.
Brand storytelling that scores big
A 30-second Super Bowl spot isn’t just an ad – it’s a statement piece. The stakes are high, and the price tag is even higher. We’re talking millions of dollars per commercial, meaning brands are going all-in with celebrity cameos, cinematic storytelling, and just the right mix of humor, nostalgia, or heartstrings-pulling.
And that’s why we, as marketers, eat it up. It sets the tone for ad trends the rest of the year. Just like the Doritos “Crash the Super Bowl” campaign paved the way for more user-generated content, or how Apple’s iconic “1984” ad redefined what commercials could be, the Super Bowl isn’t just about entertainment – it’s about setting the bar for what’s next.
A touchdown for must-watch advertising
Live TV isn’t what it used to be, but live events are a different story. That’s where people still show up in droves. And when the eyes are all in one place, the opportunity is massive.
Advertisers know that. That’s why they don’t just buy a spot; they build a campaign around it. These ads usually aren’t one-and-done, but part of a larger, orchestrated rollout that continues to generate engagement long after the final whistle.
And now, with early ad releases and teaser campaigns, brands are stretching that moment even further. Super Bowl season isn’t just a single night, anymore, but a marathon of pre-game hype, in-game spectacle, and post-game buzz.
What businesses – big or small – can learn from this
At Posture, we might not have a $20 million ad budget (yet), but we do understand the power of timing, storytelling, and making sure every message hits the mark. Whether it’s a national campaign or a hyper-local brand activation, the principles of great marketing remain the same:
Know your audience. Speak to them in a way that resonates.
Be bold. No one remembers the safe plays.
Make it a moment. Whether it’s an ad, a website, or a brand refresh, good marketing makes an impact.
So as you watch this year’s Big Game, enjoy it, but study the ads. The real winners won’t just be on the field.
