Every year, the big game generates millions of dollars in advertising spend, with brands investing an average of $8 million per commercial to capture the attention of more than 124 million viewers between plays. The Super Bowl has become one of the most powerful stages for brand storytelling, creative advertising strategy, and competitive positioning.
This year was no exception. Some of the world’s biggest brands delivered memorable, conversation-driving commercials that pulled on heartstrings, directly addressed competitors, and strategically expanded their consumer base. Here are a few of the most talked-about big game ads and why they scored a touchdown in brand impact.
Pepsi: The Choice Between Competitors
Pepsi took a bold competitive marketing approach by directly referencing its longtime rival, Coca-Cola. The commercial featured a polar bear, Coca-Cola’s historic mascot, blindfolded while taste-testing Pepsi Zero Sugar and Coca-Cola Zero Sugar. The bear ultimately chose Pepsi’s product, reinforcing the brand’s confidence in its flavor profile and zero-sugar positioning.
The ad then showed the bear embracing his new favorite drink, creating a playful narrative around switching brand loyalty. The timing was strategic. Coca-Cola has recently faced public scrutiny for using AI-generated advertising, and many viewers praised Pepsi’s campaign for its creativity and originality. By combining competitive brand strategy with cultural relevance, Pepsi successfully sparked conversation across social media and strengthened its position in the cola wars.
Squarespace: Get Your Domain Before You Lose It
Squarespace leveraged celebrity branding and storytelling by casting Academy Award-winning actress Emma Stone in a dramatic interpretation of a common business challenge: securing the perfect domain name. The advertisement was shot in black-and-white analog film, which heightened the sense of drama and scarcity in the digital landscape when emmastone.com was unavailable.
The commercial clearly communicated Squarespace’s core service, domain registration and website building, while adding a clever layer of relevance. Emma Stone has publicly shared that she had to adjust her professional name because her real name, Emily Stone, was already registered with SAG. This connection reinforced the message about digital identity, domain ownership, and brand protection in an increasingly competitive online marketplace.
Claude: Where You Won’t Find Ads
Anthropic used the big game spotlight to differentiate its AI platform, Claude, from competitors such as OpenAI’s ChatGPT. The commercial depicted a humanized version of AI answering questions, only to interrupt the conversation with a product placement mid-response.
The ad concluded with the message, “Ads are coming to AI. But not to Claude.” This humorous yet pointed campaign positioned Claude as a more user-focused artificial intelligence platform. By addressing growing concerns about advertising within AI tools, Anthropic created a strong brand differentiator and brought Claude into mainstream awareness.
Final Thoughts
The big game continues to be the ultimate platform for bold brand positioning, competitive advertising, and emotional storytelling. The campaigns that resonate most are the ones that clearly communicate value, differentiate from competitors, and spark ongoing cultural conversation.
Connect with our team to learn how our branding agency can transform your next campaign into a powerful brand story that drives awareness, engagement, and long-term growth.