Every year, no matter which teams are playing, the Super Bowl is essential viewing for those of us in the advertising world. While some of us care about the football matchup, we care equally as much about the commercials airing between game play. So it goes without saying we can’t resist analyzing Super Bowl advertising trends ourselves, and this year was no exception. We got #TeamGatesman together after the Big Game to break down the real game film and talk about  the trends, touchdowns and fumbles from the night.

Here’s what stuck with us, and what brands across industries can learn from (even if they’ll never spend the big bucks to score a coveted slot in the Super Bowl commercial lineup). 

The 4 Plays That Dominated the Night

1. AI Was Everywhere – But Didn’t Always Land

If it felt like artificial intelligence showed up in every other ad, you weren’t imagining it. Brands leaned heavily into AI, sometimes as the full storyline and sometimes as the creative engine behind the spot.

The reaction across our team was mixed. We’re big believers that AI is a valuable tool that will influence the future of our industry and beyond, but too many of the ads lacked a human-centric storyline. For us, it’s all about balance, and without that viewers walk away remembering the gag and not the brand.

Our POV: AI is a powerful tool, but it works best when it supports human creativity and insights. When it becomes the main character, it feels like a chore to watch.

2. Celebrity & Nostalgia Still Land When Done With Intention

Familiar faces and throwback moments were everywhere this year, with many brands relying on traditional celebrities vs. going all-in on influencers. And honestly, these choices still work (mostly). When celebrity casting or nostalgic callbacks were thoughtfully tied to the brand, they created some of the night’s most memorable moments.

Dunkin’ really nailed this balance, using humor and pop culture in a way that feels true to the brand’s personality. On the flip side, some partnerships, like Skechers’ spot Sofia Vergara or Kinder Bueno leaning into influencer star power, felt more like name recognition than storytelling. Viewers can tell when a celebrity belongs and when they’re just cashing a check.

Our POV: Star power and nostalgia will grab viewers’ attention, but without a brand-aligned matchup and strong story, that attention is totally wasted.

3. The Game Felt Lighter on Ads Overall

One thing several of us noticed right away: the broadcast felt a little different this year. There seemed to be fewer brand spots, with more time dedicated to NBC and NFL content within breaks. Whether that’s a true representation of the buys or simply a reflection of the impact the ads had on us as viewers, we all felt the pacing of the night was off. And ultimately, it left us less excited than usual for commercial breaks, often losing track of which brands were even behind the spots.

One perk is that with less ad clutter, the spots that worked had more room to breathe and drive conversation in person as well as on social media. But this also meant the misses stood out more, and that some transitions felt more jarring. Who else was taken aback by the switch from an emotional PSA to silly talking toilets?

Our POV: You never know what the ad landscape will look like when you debut something big, so it’s essential to keep the creative bar high and make it count.

4. The Super Bowl Campaign Starts Before Kickoff

The 30-second spot isn’t the whole story anymore, and brands clearly know it. Media tours, social teasers and talent appearances have become just as important as the ad itself. That even applies to big-name stars like Kendall Jenner, who did a whole promotional run leading up to the kickoff. Gone are the days of traditional teasers. Now, the expectation is to sit alongside Jimmy Fallon and give Tom Brady a call—and it worked! Those of us who saw these press moments leading up to the game were excited to see how the spots landed in real time.

Our POV: The Super Bowl continues to show that a spot should never just be a spot, and challenges all of us to think big in terms of campaign rollout. 

Touchdown of the Night: Levi’s “Behind Every Original”

When it came time to pick the best Super Bowl commercial, Levi’s rose to the top for our team. The ad struck a balance that’s surprisingly hard to pull off. It felt emotional without being heavy-handed and heritage-driven without feeling dated. Most importantly, it reminded viewers why Levi’s has stayed culturally relevant for generations while keeping the product and brand front and center. Plus, we loved seeing influencers like Anna Sitar keep the conversation going after the game on social media.

Our honorable mentions:

• Michelob Ultra with Kurt Russell — effortless charm that fit the product
• Dunkin’ — while some social media users were wary of the CGI, this nostalgic play was safe yet relevant for today, and felt totally on-brand for the coffee giant
• Lay’s — emotional storytelling that struck a chord and left us shocked that a potato chip company was at the center

Fumble: When Buzz Took Priority Over Brand

Not every spot hit the mark, and the biggest misses shared a common theme. Several AI-driven ads felt more focused on showing off the technology than telling a memorable story. A few of the celebrity-focused spots lacked legitimate brand connection, and other spots were so outlandish that we couldn’t come to a consensus on what the point was. Advertising in a year like this one is tricky, but when the most expensive airtime of the year is at stake, it’s critical to stick the right balance between safe and shock-value. Many of the ads this year unfortunately didn’t nail it.

‍No matter where your spot will air, advertisers need to cater to the target viewer’s perspective first and foremost. Sacrificing a strong story for gimmicks or creative that doesn’t push any boundaries won’t get you any points.

#TeamGatesman’s Biggest Takeaway? Brand Storytelling Still Wins.

If this year’s Super Bowl reinforced anything, it’s that the fundamentals still matter. Big budgets, big celebrities and emerging technology can all grab attention, but they can’t replace a clear, human-crafted idea. As audiences become more tuned in and selective, authenticity and clarity are the only way to break through.

And if there’s one thing our team loves, it’s helping brands cut through the noise to boost cultural relevance and create work that leaves a mark.