How to Spend $8 Million in 30 Seconds

The Chiefs and Eagles weren’t the only ones competing on Sunday night. Every year, the biggest brands face off in a battle for our attention during the intervals between action on the field. Maintaining the audience’s attention span is becoming increasingly difficult in this era of distraction? Even though most ads are only 30-60 seconds long, why would anyone watch them when they have a phone filled with apps offering a curated feed? 

Guys might go on X (formerly Twitter) to see what sports experts are saying, while girls might head to Instagram to catch the latest drama or check out what celebrities are wearing to the game. That is the challenge brands face today: not only must they grab our attention in the first few seconds, but they also have to keep it for the entire duration of the ad. This challenge becomes even more pressing when the cost and production of these ads are considered. A 30-second slot costs $8 million, and that doesn’t even include production expenses or the high-profile celebrities most brands recruit to star in their commercials. 

To capture and hold our attention, brands are increasingly relying on celebrities in their Super Bowl ads. They’re employing the peripheral route of persuasion, an influencing tactic that relies on superficial cues like attractiveness, celebrity endorsements, or positive emotions to sway attitudes. This tactic was used heavily throughout Super Bowl ads this year, often prioritizing emotional or entertaining moments over promoting the actual merits of the brand or its products. The focus has shifted entirely toward building positive associations with the brand itself, rather than showcasing the quality of what they make or offer. 

The goal isn’t to convince you that their product is good– it’s to make you believe David Beckham likes it, and because you like him, you should like it too. That’s why many successful Super Bowl ads leaned into poignant moments that evoked emotion, moving away from the typical “funny celebrity” formula. When brands rely on a humorous celebrity cameo, they aren’t taking a risk; they’re playing it safe and blending in with the majority. 

That’s why brands like Nike stood out. They made bold choices, such as using black and white instead of color, to create a striking contrast with other ads. This visual decision matched their audacious messaging. Their ad celebrated top women athletes in America, but the spotlight wasn’t on the products. Instead, the ad centered on female empowerment. Women are told they can’t be too emotional, confident, or put themselves first. By reframing these statements, often used to diminish women, into powerful rallying cries, Nike showed how greatness can be achieved when these labels are embraced and turned into strengths.

The Super Bowl is a prime opportunity to take risks. Just like the teams on the field, marketers should push boundaries with their ads. That’s not to say humor isn’t effective– it certainly can be. For example, an ad focused on breasts in the media initially made audiences laugh in disbelief when it was being shown on screen. But, the ad then smartly pivoted, shifting to a serious tone that encouraged women to get checked early for breast cancer. Even though celebrity Hailee Steinfeld appeared in the ad, she wasn’t the focus, and her inclusion felt purposeful. 

Similarly, Dove employed a “rug-pull” strategy with a simpler yet impactful approach. Their ad featured a cheerful young girl running on a sidewalk, only to end with sobering statistics about how girls’ body confidence plummets during their teenage years. Dove likely saved significantly on production costs compared to their competitors, yet their message still resonated deeply with viewers. 

In the end, the Super Bowl isn’t just a game, it’s a stage where brands can shine or fade into the background. The ads that stand out are the ones that take risks, tell meaningful stories, and connect with audiences on a deeper level. Whether through humor, emotion, or empowerment, the most successful campaigns remind us that advertising, like the game itself, is all about strategy and bold moves.