Hello AMAzing readers! This month marked the 60th annual Super Bowl, considered the most
expensive advertising stage in the United States. With 30-second commercials priced around $8
million, brands had to rely on strong marketing strategies to make an impact. The most effective
campaigns focused on influencers, social media, and target audiences to turn short ads into lasting
conversations.
Influencer and Authentic Brand Partnerships
Influencers played a key role in expanding commercials beyond television. Instead of relying on
traditional celebrities, brands partnered with influencers who have built strong trust with their
followers. A notable example was Carl’s Jr.’s collaboration with Alix Earle in 2025, which included
behind-the-scenes content and early ad teasers shared on her social media platforms. This
approach generated engagement and excitement before the commercial aired, showing how
influencer credibility can drive brand buzz.
Social Media: A Second Screen
Similar to how Alix Earle teased the Carl’s Jr. ad, brands created platform-specific content to
encourage pre-show interaction. Instagram and TikTok, with their like, reshare, and comment
features, allowed viewers to engage online before seeing ads on the big screen. YouTube hosted
extended versions of commercials and postgame discussions, helping brands maintain
momentum even after the broadcast ended.
Targeting Diverse and Culturally Driven Audiences
With Bad Bunny headlining this year’s halftime performance, many brands tailored their content to
culturally driven audiences who may not typically engage with the NFL but are drawn to the
entertainment of the Super Bowl. Dove highlighted body positivity for young girls in sports, while
Levi’s celebrated diverse body types. Telemundo featured Sofia Vergara and Owen Wilson in a
bilingual, cross-cultural ad that celebrated language and entertainment. By referencing cultural moments and celebrity influence, brands connected with younger, culture-
driven audiences. These commercials leaned into diversity, reaching viewers more engaged in the
entertainment than the football itself.
Winning Beyond the Big Game
Super Bowl advertising continues to prove that successful marketing goes far beyond the cost of a
commercial. The most memorable ads featured familiar influencers, strong pre-game social media
engagement, or cultural relevance. By understanding how viewers interact across multiple
platforms, brands turned a single 30-second spot into a lasting conversation. The most impactful
campaigns weren’t just seen during the Super Bowl, they lived on through social media, culture,
and audience connections.
