If you caught the Super Bowl this year, chances are the commercials stuck with you just as much as the game itself. And for good reason – the ads during Super Bowl LIX took a noticeably different direction. Less politics, more personality. Less controversy, more connection.
We saw a heavy focus on two things: artificial intelligence and nostalgia. That mix might sound strange, but it struck a balance between what’s next and what feels familiar.
Brands Are Betting Big on AI
AI wasn’t just a background tool this year. It was front and center. Brands used it to shape their message and in many cases, made it the star of the show. OpenAI made their Super Bowl debut, which says a lot. AI isn’t just for tech companies anymore – it’s being positioned as a part of everyday life. The tone wasn’t overly complex or robotic. It was simple, human, and relatable.
Nostalgia Pulled the Heartstrings
From throwback visuals to callbacks from the 90s and early 2000s, nostalgia played a major role. It helped big brands connect emotionally in just 30 seconds. One of the standout moments? Nike’s return to the Super Bowl stage. They focused on women’s sports and generational stories – a reminder of how legacy brands can still feel fresh when they tell the right story.
No Politics, Just People
Compared to previous years, this year’s lineup felt light. Brands clearly pulled back from hot-button issues and instead focused on humor, inspiration, and everyday moments. It’s a smart shift. In a time when everything feels polarizing, brands that chose to unite audiences with a little levity came out ahead.
$7 Million for 30 Seconds
Yep, the average ad slot cost $7 million – some were even higher. But this year, it wasn’t just the big spenders that made waves. What stood out was clarity, creativity, and knowing your audience. That’s something small businesses can absolutely take note of.
What This Means for Small Brands
You might not have a Super Bowl budget, but the strategy is still relevant:
- Keep your content people-focused and emotionally grounded
- Use tech like AI to support your message, not replace your voice
- Tap into your story – especially the parts that bring people back
- Stay culturally aware without jumping into controversy
- Entertain and inform without overcomplicating your message
At 616 Marketing Group, we build campaigns for small businesses that want to make a big impact – without needing a $7 million ad spot. If you’re rethinking how you show up in front of your audience, let’s talk strategy.
Want help adapting these Super Bowl takeaways to your content plan? Reach out – we’d love to help.