By Olyvia Kovicak
Super Bowl commercials have long been a cultural phenomenon, sparking conversations, laughter, and even debate on social media in real-time. These ads serve as a bridge between brands and audiences, creating memorable moments that resonate on a personal level. In past years, there’s been a noticeable shift from celebrity-focused commercials to those that prioritize compelling narratives. Brands have recognized the stories that forge deeper connections are the stories people tend to build stronger connections with.
This year, specifically, companies used their $7 million for 30 seconds to build a connection by using their advertisements to serve as a mirror to societal trends and issues.
Novartis- ‘Your Attention, Please’
The commercial opens with the breasts of cheerleaders, moving to models, and then shows a commercial about bras. Throughout the advertisement breasts of mothers, statues, daughters, paintings, customers, etc… are shown by all different types of women. The advertisement is telling you that breasts have so much attention, clearly because you continued to watch, however, they are ‘yet so ignored’. The call to action at the end of the commercial brings viewers directly to their website, where women will be reminded to get their annual breast screening. The commercial was an extremely creative call to action, urging women explicitly to stay aware of their breast health.
Pfizer- ‘Knock Out’
“Knock Out” symbolizes more than just treatment—it conveys a fight, a battle where science and medicine stand in the ring against illness. Whether the campaign promotes vaccines, antivirals, or other breakthrough therapies, the underlying message is clear: Pfizer’s solutions deliver a decisive punch to health threats, helping individuals regain control of their well-being. “Knock Out” taps into a universal desire—to overcome adversity and reclaim health. It transforms medicine from a passive remedy into an active, almost heroic force, making healthcare feel like a personal and collective victory.
Nike- ‘So Win.’
Nike’s advertisements are known for their raw, cinematic energy, often featuring athletes mid-struggle, dripping in sweat, muscles tensed in effort. “So Win” likely follows this tradition, showcasing moments of hardship alongside triumph, specifically for women. Whether it’s a runner collapsing at the finish line, a basketball player making a clutch shot, or a young athlete training at dawn, the message remains the same—victory is a mindset before it is a reality. The advertisement is used to show the importance of women in sports and the power they hold, specifically in sports. “So Win” speaks to competitors of all levels, from elite athletes to everyday individuals pushing for personal goals. It strips away complexity, offering a direct challenge: If you want it, go get it.
Rocket- ‘Take me Home’
The phrase “Take Me Home” evokes nostalgia, warmth, and longing (the song that is played in the background of this ad). It speaks to everyone—from first-time homebuyers dreaming of their perfect space to travelers yearning to return to familiarity. Rocket positions itself as the bridge between aspiration and reality, helping people reach where they truly belong.
In a fast-moving world where change is constant, “Take Me Home” taps into the universal craving for stability and connection. It reassures audiences that no matter where life takes them, there is always a way back to what matters most.
NFL- ‘I am Somebody’
“I Am Somebody” is a phrase rooted in empowerment. It speaks to underdogs, dreamers, and those who refuse to be overlooked. The message resonates across all levels of sport reinforcing the idea that everyone has a place, a purpose, and a voice.
Football has always been more than a game—it’s a reflection of perseverance and self-belief. “I Am Somebody” amplifies that sentiment, reminding everyone that their journey, struggles, and dreams matter. Voices from different backgrounds—players, coaches, and everyday people—come together to reinforce a unifying truth: success isn’t just about where you come from; it’s about who you choose to become.
Google Pixel- ‘Dream Job’
Google Pixel’s “Dream Job” campaign isn’t just about a phone—it’s about possibility. In a world where technology plays a crucial role in career growth, creativity, and productivity, this campaign positions the Pixel as more than just a device—it’s a tool for achieving aspirations.
“Dream Job” speaks directly to ambitious individuals—whether they’re entrepreneurs, content creators, students, or professionals striving for their next big opportunity. It suggests that with the right technology, capturing ideas, staying organized, and making meaningful connections become easier than ever. The Pixel’s features—AI-powered tools, crystal-clear photography, and seamless multitasking—are subtly woven into these stories, reinforcing the idea that technology can be the key to unlocking success. The message provides that your ‘dream job’ is just within reach.
What can we expect in the future?
Advertisers’ strategies continue to evolve as technology and consumer habits evolve. The future of Super Bowl advertising may see more personalized content looking to build stronger connections and create tailored experiences that people resonate with on an individual level.
In conclusion, Super Bowl commercials have become cultural touchstones that connect brands with people through storytelling, emotion, and humor. As the expectation continues to heighten, the core objective remains the same: to create meaningful connections that resonate long after the final whistle.
Because things get real, real fast. 