Through a Marketing Lens — by Katie Windfeldt

The Super Bowl isn’t just the biggest game in football, it’s the biggest stage in marketing. While watching the game is fun, I look forward to watching the commercials even more. Like me, viewers expect ads, tuning in to see brands spend millions, and I mean millions, for just seconds. It is one of the few times where marketing and advertising becomes entertainment, making the stakes extremely high. One ad can either elevate or damage brand perception instantly, making it crucial brands execute on an extremely high and strategic level.

My Favorites List: 

1. Pepsi – “The Choice” 

In my opinion, Pepsi absolutely nailed this Super Bowl Commercial. It felt bold, aware, and extremely culturally tuned in. Leaning into the Cola-Wars archetype by using Coca-Cola’s polar bear as the conflicted main character allowed Pepsi to immediately grab viewer attention. I love how they tapped into some pop culture trends, using the therapy storyline and the Coldplay scandal reference, making an emotional connection, relatability, and the feeling like you’re “in on the joke.” I think this ad worked so well because it wasn’t just funny, it reinforced the idea that Pepsi wins on taste in comparison to Coca-Cola and made the brand feel current, bold, and socially aware. Maybe I’m slightly biased as a lifelong Pepsi fan, but the takeaway still stands.

2. Dunkin’ – “Good Will Dunkin” 

Dunkin’ did an incredibly good job capturing the emotional connection with viewers leaning hard into nostalgia, it made the ad feel genuinely joyful rather than gimmicky. By parodying Good WIll Hunting as a never-aired 1995 sitcom and bringing in a vast variety of familiar faces from ‘90s pop culture, the ad immediately caught my attention. I love how it connects with older viewers who remember those shows so fondly and with younger audiences who are envious of that era’s vibe. For me, getting to see icons like Aniston, LeBlanc, Riberio, and so many others  who I didn’t get to watch live was surreal and so exciting. From a marketing perspective, the way Dunkin’ was able to blend humor, awareness, and cultural relevance creates buzz, reinforces their brand identity in Boston roots, and stands out when aired during the Super Bowl.

3. Fanatics – “Bet on Kendall” 

I think Fanatics’ “Bet on Kendall” ad works brilliantly because they understand exactly who their target audience is and weren’t afraid to lean into something some may view as absurd. The playful take on the “Kardashian Kurse,” joking that every athlete linked to a Kardashian-Jenner hits a slump, was so spot on it felt like insider humor rather than a forced brand tagline. To me, this shows how culturally sophisticated Fanatics is, reinforcing pop culture in a parody narrative that is clever and fun. While the audience may be niche, this ad definitely got people talking and tuned into the authentic conversations already buzzing in sport and celebrity spaces. 

4. Levi’s – “Backstory” 

I absolutely love the staging of the Levi’s “Backstory” ad – it feels like a joyful celebration of real people living real lives. Seeing such a wide variety of individuals confidently rocking their jeans across different settings makes the brand feel genuinely inclusive rather than performative. The unexpected Woody cameo was chef’s kiss, grabbing viewers attention and making the ad fun, nostalgic, and totally in spirit of the upbeat energy. To me, this ad is so effective because it’s simple but sincere with no overcomplicated gimmicks or “jokes” viewers need to be in on, highlighting their values of versatility, confidence, and relatability. Honestly, it left me wanting to go buy a pair of Levi’s myself, the ultimate sign of great marketing and advertising. 

5. Coinbase – “Everybody”

I think the Coinbase ad might be the most interesting pivot from traditional financial advertising we have ever seen. It rejects the typical serious, authority-driven tone for something playful, unexpected, and culturally aligned. Turning the commercial into a simple karaoke moment not only taps into a trend people love to participate in but also disarms the viewer in knowing what brand you’re watching. This creates surprise, curiosity, and eagerness to continue watching, genius marketing in my opinion. Overall, this ad serves as a conversation starter, engages a wide audience, and does so all on an emotional level, ultimately reshaping the idea that crypto is for “everyone.” 

The Super Bowl continues to prove that great marketing isn’t just selling a product or service, it’s about creating a moment that emotionally connects consumers to the brand and with one another. The most effective ads this year stepped away from traditional persuasion tactics and leaned into cultural awareness, nostalgia, humor, bold competitive moves, and emotional storytelling. If anything, the Super Bowl reminds us that in order for a brand to be distinctive and relevant, brands need to be willing to take smart creative risks and stay innovative, all while staying rooted in their own values. I had so much fun analyzing all of the Super Bowl commercials this year and cannot wait to see what’s in store for next year!

What was your favorite Super Bowl LX commercial?