Super Bowl LIX: The Ultimate Marketing Arena

In partnership with

Happy Friday! Let’s Talk Social!

Every year, the Super Bowl transcends its identity as a mere football championship, evolving into a grand stage where brands showcase their most ambitious marketing endeavors. As a marketing expert deeply entrenched in social media strategy, I recognize that Super Bowl ads are not just commercials but cultural milestones that can redefine a brand's trajectory. Investing millions for a 30-second slot isn't merely about exposure—it's about cementing a brand’s place in cultural history.

8M+ Views, $4.31 CPM: Lyft's Influencer Marketing Push with Ubiquitous

• 8M+ views at a double-take worthy $4.31 CPM

• Quadrupled Google Search volume for Lyft's “Divvy” brand 

• Seamless execution with zero heavy lifting for Lyft

Talk to an expert

Why Super Bowl Advertising is the Ultimate Flex

Unmatched Viewership & Cultural Relevance

The Super Bowl isn’t just a sports event; it’s a cultural phenomenon. In 2024, Super Bowl LVIII captivated over 115 million viewers, making it the most-watched U.S. television broadcast since the moon landing. Unlike other major televised events, where viewership can be segmented or specific to certain demographics, the Super Bowl brings together an unparalleled mix of consumers. For one night, nearly a third of the country tunes in, making it a prime opportunity for brands to capture the attention of millions in one go.

Beyond the Game: The Ads Are the Show

Many viewers don’t even care about football—they’re here for the commercials. Families, friends, and coworkers gather to dissect their favorite ads, with some even hosting Super Bowl parties centered more around the commercials than the game itself. It’s the one time of year where advertisements aren’t interruptions—they’re part of the entertainment.

A Buzz That Lasts Beyond Game Day

A Super Bowl ad isn't just a one-time event—it has a long tail. The best commercials are:
✅ Talked about for weeks after the game
✅ Rewatched and shared across social media
✅ Memed and parodied online
✅ Reposted on YouTube, gaining millions of additional views

When done right, Super Bowl ads live beyond the night, generating organic engagement that amplifies a brand’s reach far beyond its initial $7 million investment per 30 seconds.

Upcoming Super Bowl LIX Ads to Watch

This year, brands are bringing their A-game with a mix of celebrity power, nostalgia, and humor. Here are some of the standout campaigns making headlines:

🥂 Stella Artois – David Beckham & Matt Damon’s Surprise Duo

The ad: In a humorous twist, David Beckham discovers he has a long-lost twin brother, played by none other than Matt Damon. The duo bond over Stella Artois, blending comedy with a luxury brand experience.

🛒 Instacart – Celebrity-Packed Humor

The ad: Instacart is leveraging A-list comedy to highlight the speed and convenience of their grocery delivery service, ensuring they stay top-of-mind in a competitive space.

🔥 Doritos – A Wild, Unexpected Twist

The ad: As always, Doritos keeps us guessing. Their teasers hint at an offbeat, humorous campaign that aligns with their reputation for fun, snackable content that resonates with younger audiences.

🍋 Mountain Dew – "Kiss From a Lime" with Seal & Becky G

The ad: In a bold and hilarious move, Mountain Dew transforms singer Seal into an actual seal, performing a parody of his classic hit Kiss From a Rose, now retitled Kiss From a Lime. Pop star Becky G joins the fun, transporting viewers to a tropical paradise.

🤖 OpenAI – A Tech Giant’s First Super Bowl Ad

The ad: OpenAI is making history with its first-ever television commercial, signaling a major expansion into mainstream marketing. While details remain scarce, expectations are high for an ad that will either inspire or unsettle the masses about the future of AI.

Super Bowl Marketing: The Secret Sauce for Success

1️⃣ Emotional Storytelling is Key

The best ads don’t just sell a product—they tell a story. Whether it’s a tear-jerking Budweiser ad or a hilarious celebrity cameo, the goal is to create an emotional connection.

2️⃣ Celebrities Are a Safe Bet—If Used Right

Big names attract attention, but only if the fit is authentic. Some of the most successful Super Bowl ads of all time seamlessly integrate their celebrity endorsements into the narrative, rather than just throwing a famous face on screen.

3️⃣ Innovation Wins Eyeballs

Ads that are unexpected, interactive, or uniquely creative tend to dominate discussions. Think Doritos Crash the Super Bowl campaign, which allowed fans to create their own ads—a genius way to engage audiences before the game even aired.

4️⃣ Social Media Integration is a Must

A Super Bowl ad doesn’t just air and disappear. Brands build weeks of buzz leading up to the game, with teasers, influencer partnerships, and digital activations on TikTok, Instagram, and YouTube.

So, Is It Worth the Investment?

The cost of Super Bowl advertising keeps rising—but so do the returns. For a company with the right strategy, the $7M+ price tag isn’t just a marketing spend—it’s a brand-defining moment.

✅ Exposure to over 100M+ viewers
✅ Massive post-game media coverage
✅ Viral content potential that lasts beyond game day

For many brands, it’s a risk that pays off in dividends. And with ads becoming more multi-platform and digitally integrated, their impact extends even further than before.

Final Thoughts: Why Super Bowl Advertising is Still King

While marketing trends constantly evolve, one truth remains:
The Super Bowl is the single most valuable stage for advertising in the U.S. 

If you’re a brand looking to make history, this is the moment to go big, go bold, and go viral.

So, what’s your favorite Super Bowl ad of all time? Let’s Talk Social in the comments! 🏈📢

Ubiquitous makes influencer marketing your golden goose

• Full-service, white glove influencer marketing campaigns

• Real experts, real results

• Trusted by top brands (Amazon, Lyft, GNC)

Talk to an expert

Written By: Aylin Madrigal - Chief Marketing & Operations Officer at Brand Geniuz