"Now that the washing up's done and the snacking detritus has been swept off the floor, it's time to consider the real winners and losers of this year's Super Bowl - the brands. (The Seattle Seahawks may have won the actual game, but it was far from an offensive juggernaut - you have to really like punts to have gotten something out of it.)"
"The creative strategies employed by advertisers, as well as the media plans they relied upon to multiply the effect of their $8 million dollar spots, offer hints about how advertisers aim to reach audiences throughout the rest of the year. With mutli-million dollar price tags and a highly polarized cultural climate, brands found themselves walking a tight rope at this year's Big Game."
Brands treated the Super Bowl as a high-stakes branding moment, spending multimillion-dollar fees and deploying media plans to amplify impact. Advertisers largely avoided overt political messaging to prevent alienating polarized audiences. Creative trends included reliance on star power, patriotic imagery, nostalgic music choices, de-aging technology, and animal stars, while animated mascots and explicit mentions of AI were less used. Technology companies favored inspirational or humorous tones. Media strategies emphasized creator activity around TV ads and shifted spending toward platforms like Meta instead of TikTok. Healthcare and pharma presence increased as automotive advertisers appeared less.
Read at Digiday
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