Why it matters

Super Bowl ads are one of the most expensive options in the brand-building playbook, making it vital to drive the maximum return on this investment. In a cluttered advertising environment, delivering cut-through creative is especially important.


  • While humor is often at the center of Super Bowl spots, advertisers may benefit from telling inspirational stories if they want to make an impression on consumers.
  • Celebrities are a mainstay of Super Bowl spots, but focusing on too many big names threatens to confuse the audience.
  • Marketers can deliver short-term emotional spikes with sad or poignant ads, but positivity may be of greater long-term value.

As the biggest advertising showcase in the US, Super Bowl commercials have a tendency to be over the top as they strive to grab viewer attention in a uniquely cluttered, competitive brand environment.