The Super Bowl isn’t just about the action on the field—for marketers, it’s about the ads that take over during the game breaks and spark conversations for days, sometimes weeks, afterward. Super Bowl LIX brought the usual mix of humor, star power, and surprises, but this year’s advertising lineup left me feeling more disappointed than enthusiastic—so I took some time to mull over why. After looking back, here are my reflections on what worked, what didn’t, and the lessons marketers can carry into next year.
Safe Humor, Flatlining on Funny
If I had to sum up the humor in this year’s ads in one word? Safe. And not safe as in clever or universally appealing—it felt risk-averse and bland. Humor isn’t new at the Super Bowl or in marketing, but it does mean taking calculated risks to make us laugh. But this year? It all felt overly sanitized, with no brands wanting to take a potentially divisive step in one direction or another.
Marketers predicted a “safe” Super Bowl in light of the election year, and brands unfortunately delivered. Brands didn’t bank on punchlines to drive their spots home, instead playing it safe was synonymous with just simply being outlandish. From Mountain Dew’s Seal as a Seal play to flying facial hair from Pringles AND Little Caesars to Coffee Mate’s tongue-forward spot, it seemed brands were hoping that if their spots were so far out there, they wouldn’t risk offending anyone. Instead, they left me asking “Was that supposed to be funny? Is this the best we have to offer as marketers?”
What to Learn: The problem with this approach is that outlandish doesn’t automatically mean memorable. Humor works best when it’s rooted in relatability, cleverness, or a shared cultural moment. Without that foundation, absurdity feels hollow—like a joke without a punchline. If humor is your strategy, make it thoughtful, relevant, and purposeful. It doesn’t have to be outrageous to be effective—subtle, clever, or self-deprecating humor can connect just as powerfully, just think of Planet Fitness and Lindsey Lohan from 2022. Bold humor stands out; bland humor fades away. And if you’re going for absurdity, ensure it serves a purpose—leaving your audience laughing and remembering your brand
Too Much Dialogue, Too Little Time
Another trend that caught my attention was dialogue-heavy ads trying to do too much. Super Bowl commercials need to grab attention immediately—ideally within five seconds. Overloading the spot with complex storytelling or too much dialogue just doesn’t land as well on this big of a stage.
Dunkin’s DunKings 2 had potential, but too much dialogue paired with a dense script left me playing catch-up. Jeep and Harrison Ford offered us a drawn-out two-minute monologue, which was the Super Bowl equivalent of “this meeting could have been an email.” By the time the joke landed or the purpose was served, viewers were likely tuned out and giving their attention elsewhere. And that’s a miss for any brand aiming to make an instant impact.
What to learn: The Super Bowl isn’t just about what’s on the screen—it’s about the environment it’s being watched in. Living rooms are filled with chatter, snacks, and distractions, meaning ads that rely on heavy dialogue or intricate storytelling are asking too much of an audience that’s only half-listening. This stage is unlike any other: it’s a captive audience of millions, but earning their attention is never guaranteed. Without a strong hook—whether it’s a visual spectacle, a catchy soundtrack, or a simple, clear message—your ad risks becoming background noise. Your message should demand attention within the first five seconds and tell a story without a heavy talk track, like Dorito’s Dinamita spot from 2024—if it doesn’t, it’s 8 million dollars fading into the background.
Stuck in the Past, Losing the Present
Super Bowl ads have long relied on nostalgia to connect with audiences—it’s safe, familiar, and once upon a time, it drove home big wins. But this year, the concept felt stale. Nostalgia, in its current form, is starting to show its cracks and left me thinking “Are consumers over nostalgia?”
Marketers need to stop mistaking nostalgia as a simple remake to springboard a connection in the present. Take Hellman’s attempt to recreate the iconic “When Harry Met Sally” diner scene. Sure, it had a fresh face in Sydney Sweeney, but the bulk of the ad leaned too heavily on recreating the movie and not enough on borrowing from the movie to make it relevant today. Not to mention, if you hadn’t seen the movie or didn’t remember the scene, you were likely left scratching your head.
What to learn: However, nostalgia can work when done right; it works when it enhances your story, not when your story relies on it. Google’s emotionally driven story rooted in lived memories is a perfect example and left me with actual tears streaming down my face. Google’s Dream Job spot worked because it tapped into universal, deeply personal experiences, while seamlessly tying those emotions back to the product’s capabilities. The ad keeps a simple rule in play: nostalgia should be a foundation, not the whole structure. The most successful nostalgia campaigns don’t just reference the past—they evoke the feelings associated with it. Table stakes nostalgia leads to fatigue, signals a lack of creativity, and leaves little lasting impact.
The Challenge Ahead
Super Bowl LIX highlighted a divide between what works and what doesn’t in advertising today. Brands hitting the mark stood out not because they spent millions, but because they connected authentically—and extended that authenticity beyond game day.
The challenge going forward is clear—be bold, be intentional, and most importantly, be relevant. Because at the end of the day, the best ads aren’t just ads—they’re invitations for audiences to carry the story forward.
