Our Super Bowl LX Ad Recap

By: Your &Barr Team

Another Super Bowl is in the books, and with it comes a fresh batch of commercials that had just as much riding on them as the teams on the field. For brands, the Big Game remains one of the few moments where the entire country is watching at the same time, creating a rare opportunity to shape culture, spark conversation, and leave a lasting impression in just 30 seconds.

This year delivered a wide range of approaches. Some brands doubled down on celebrity power and cinematic storytelling. Others leaned into simplicity, nostalgia, or self-awareness. A few took creative risks that prompted debate long after the final whistle. We asked members of our team to share the ads that stood out most to them and why they felt they worked, or in some cases, why they didn’t. 

Doug White, COO: I’m a power Alexa user with about 12 devices in my home. So I was primed to love this one. But positioning AI around all the ways it might accidentally harm you and your family is not, in my humble opinion, the best way to sell trust in emerging technology. When consumers are already navigating uncertainty around AI, reinforcing fear is a risky strategy. Innovation should inspire confidence, not anxiety.

Karina Buitrago, Social Media Manager:  As always, the celebrities showed up for this year’s Super Bowl commercials. Every year, they feel less like ads and more like mini movies. My personal favorite was Emma Stone for Squarespace. The intense camera angles and dramatic music, paired with Emma’s acting, made it easy to forget you were watching an ad and instead lean into the very relatable frustration of your name already being taken online.

Anabella Zorilla, Media Operations Specialist: The spot that stood out to me the most was the Fanatics Sportsbook one with Kendall Jenner. It was clever, lighthearted, and casually addressed perceptions that the public may have about her. Fanatics poked fun at the “Kardashian Kurse” that users online claim negatively affects the men that the Kardashian sisters date. Kendall specifically has dated athletes, and the perception is that they lose games after dating her. In this spot, she is making fun of herself, and I think that shows how relatable she can be and that not everything needs to be taken seriously. 

Adam Liszewski, Sr. Group Account Director: Super Bowl commercials always come with enormous hype and just as much scrutiny. I watched the game at a friend’s house this year and the overall sentiment felt a bit underwhelming, from the game itself to many of the ads in between. That said, one commercial clearly stood out not just to me, but nationally earning the highest HarrisX Ad Index score: Lay’s “Last Harvest.” The spot absolutely nailed it. 

In a night filled with attempts at humor, celebrity cameos, and spectacle, Lay’s leaned into emotional storytelling. The generational narrative of a father and daughter working the family farm hit differently. Maybe it’s because my parents recently retired. Maybe it’s because I have two boys who are growing up faster than I’d like. Either way, the message about legacy, transition, and time resonated. 

Sometimes the most powerful Super Bowl ad isn’t the loudest, it’s the most human. Well done, PepsiCo. 

Sam Shapiro, PR Assistant Account Executive: Everybooodddyyy, Yeeeaahhhhhh. Coinbase is back, Alright. After their viral 2022 QR Code Super Bowl Ad, Crypto exchange company Coinbase returned to the big game with another simple, yet polarizing commercial. As the instrumentals of the 1997 classic Everybody (Backstreet’s Back) started to play, cheesy early 2000’s karaoke graphics turned super bowl parties across the world into the ultimate sing along, as the crescendo of the chorus is about to hit, the logo for Coinbase appears, with the words “Crypto. For everybody.” Across the 7 continents, the harmonic “yeah’s” turned to groans. Did people forget they were watching an ad? Were they annoyed that they were duped into a crypto currency ad? Either way, I found Coinbase’s simple and fun approach made this spot one of more memorable commercials of this year’s big game. (I would love to know the alternative karaoke song choices.) (I would’ve voted for Man! I Feel Like A Woman! by Shania Twain)

Rick Andrews, Sr. Production Artist: There were several I enjoyed, but the commercial unveiling the new F1 Cadillac stuck out to me. It was so unexpected. What made it a little cooler was; the actual car was in Times Square behind frosted glass for several days (I think) that was simultaneously revealed as the airing of the SB commercial. The commercial ended with the F1 and Apple TV  logos. F1 will be airing on Apple TV this season.

As always, the Super Bowl reminded us that there is no single formula for a memorable ad. Humor, spectacle, restraint, cultural commentary, and even controversy all had a place this year. The spots that resonated most were the ones that felt intentional and clear in their point of view, whether they aimed to entertain, challenge perception, or simply get people talking.

More than anything, the game continues to serve as a snapshot of where brands are placing their bets and how audiences are responding in real time. We will be watching to see which of these moments have staying power and what lessons carry forward into the year ahead.