Marketing Students Analyze Super Bowl LX Ads

During the Super Bowl, all eyes are on the TV commercials — especially for Master of Marketing (MMKTG) students at Minnesota Carlson.

A group of MMKTG students — Abdirahman Ali, Sydney Kanter, Kaliyah Lee, Amaiyah Robinson, Mack Swanson, and Jilly Wortman — analyzed the ads of Super Bowl LX. They shared the highs and lows of advertising’s biggest night:

Overall Thoughts

“I was especially surprised by how many AI-driven brands ran commercials, along with brands that leaned heavily into AI-generated concepts like Dunkin’ and Svedka,” said Ali. “Instead of feeling innovative, a lot of it felt forced.”

“I think the Super Bowl commercials really highlight consumers’ obsession with celebrities,” said Wortman. “This year, there were barely any without the presence of fame. There was also a running theme of nostalgia, whether it was Ben Affleck reliving his Good Will Hunting days with Dunkin’ or Jeff Goldblum stepping back into his role as a doctor for Xfinity.”

“Overall, there was a huge theme with celebrity cameos, humor, and several musical numbers,” said Kanter. “Celebrity cameos must be done very carefully, though, as they can come off as extremely fake and too pushy. Some commercials really stuck the landing, while others were forgettable and seemed out of place.”

“Some brands stood out by creating real-life moments, such as Coinbase’s karaoke activation or Fanatics Sportsbook’s betting ad featuring Kendall Jenner with subtle humor,” said Robinson. “Those ads were more engaging because they leaned into creativity, relatability and humor rather than overproduced effects.”

“I often question why brands feel compelled to release their Super Bowl advertisements ahead of the actual game. In many ways, unveiling ads prematurely takes away from the excitement and shared cultural moment that Super Bowl Sunday is meant to create,” said Swanson. “I still believe certain advertisements capture the spirit of the event, particularly those that are not unveiled days in advance. When executed thoughtfully, a Super Bowl commercial remains a strong opportunity for brands to make a meaningful and lasting impact.”

“In today’s age, where attention is the new currency, each brand had a unique approach in touching the hearts and minds of thousands across the country tonight,” said Lee. “It only leaves me to wonder how many of these ads were memorable to tonight’s viewers after the big game ended?”

The Highs

State Farm

“I love that Hailee Steinfeld made it into the Super Bowl before Josh Allen did!” said Wortman. “I really liked that the State Farm commercial told a whole story and was engaging from the beginning.”

“This year’s Super Bowl ad was entertaining but also smart in how it used nostalgia, incorporating the chorus of ‘Livin’ on a Prayer’ to stand out from other brands,” said Ali. “The line ‘Don’t live on a prayer, get State Farm,’ was catchy and memorable, reinforcing their message in a way that felt natural and on brand. And bringing in Bon Jovi was honestly the perfect finishing touch.”

Pokemon

“The Pokemon ‘What’s Your Favorite?’ commercial was excellent,” said Robinson. “Since both Pokemon and the Super Bowl are globally recognized, the ad felt very inclusive with the mix of people and languages featured. It was simple yet engaging, especially seeing Pokemon interact with real people.”

“The Pokemon ad showcasing today’s superstars and their favorite Pokemon intelligently blends nostalgia and cultural relevance,” said Lee.

Dove

“Dove has long positioned itself as a brand that empowers girls and women, and this year was no different,” said Swanson. “The message continues to resonate, especially for those of us who grew up playing sports and understand the importance of confidence and representation. By focusing on community and purpose over profit, the brand shows authenticity, and that’s what keeps people coming back.”

“Dove’s campaign for years has been all about real beauty and real women and girls,” said Kanter. “Their commercial was heartwarming and powerful, especially with the rise in popularity of women’s sports.”

The Lows

Svedka

“Svedka’s commercial felt off, centering around two AI robots partying and attempting to drink Svedka, only for it to pass through them and cause damage,” said Robinson. “The concept was confusing and didn’t clearly connect back to the brand or what Svedka stands for.”

“The depiction of robots drinking Svedka and dying due to being exposed to liquids was an interesting choice,” said Lee. “I could not decipher the intention of Svedka’s positioning with this ad.”

Pepsi

“The polar bears being shocked they liked Pepsi, and showing them in therapy could backfire and give Coke an even bigger advantage for their product,” said Kanter.

“By the time Pepsi’s commercial aired during the game, I had already seen it, and the excitement was gone,” said Swanson. “I enjoyed it the first time and appreciated the pop culture references, but it didn’t hit the same once it wasn’t new anymore, and at times it even felt like free promotion for Coke. That said, it was still better than the Kendall Jenner ad in 2017.”

Salesforce

Salesforce, a well-known SaaS company amongst corporate giants, collaborating with Mr. Beast, a well-known influencer whose platform has no correlation to corporate America, was an interesting choice,” said Lee. “I don’t fully understand how Salesforce could benefit from Mr. Beast’s audience, nor do I find the collaboration beneficial to either party.”

“Salesforce’s ad felt confusing, especially for the Super Bowl environment,” said Ali. “People are watching the game and having fun; they are not looking to scan a QR code or actively participate in something complicated. In that moment, viewers want to feel something or laugh, not solve a puzzle or figure out what the brand is asking them to do. This kind of concept would likely work much better in a digital setting.”