Five Tips to Touchdown from Adland’s Biggest Names

Bob Schieffer once said, “The Super Bowl long ago became more than just a football game. It’s part of our culture like turkey at Thanksgiving and lights at Christmas, and like those holidays beyond their meaning, a factor in our economy.” 

This Sunday, as millions tune in for the game—and the ads—the advertising industry will be watching just as closely. For brands and agencies, the Super Bowl isn’t just about football; it’s the ultimate stage for creativity, strategy, and impact. Months of work have gone into crafting ads designed to entertain, spark conversations, and drive results. But will they land as intended? 

For brands lucky enough to take the spotlight, the stakes are high. For those aspiring to one day make the cut, this is a masterclass in what works and why. Join us for our game day analysis with top industry experts as we break down the most memorable ads, the strategies behind them, and what made them score big. Because as Schieffer put it, the Super Bowl is more than a game—it’s a cultural moment, an economic force, and for many, a career-defining opportunity. On Sunday, there’s a lot more on the line than just a touchdown. 

Lessons From Those Who’ve Scored Big 

Jon Evans, host of the Uncensored CMO podcast and Chief Customer Officer at System1, has welcomed some of the brightest minds behind Super Bowl advertising—those who have turned commercials into cultural moments. From iconic ads that have cemented their place in history to brands making their game-day debut, we’ve gathered the most valuable insights and advice from the industry’s biggest players. 

So, as you gear up for Sunday, swap your helmet for headphones and dive into the lessons we can learn from Super Bowl ad superstars. 

Tim Ellis, CMO of the NFL and Glenn Cole, co-founder of 72andSunny: The Super Bowl Ad Balancing Act 

• Top Tip: Relax and have fun with it.  

Anyone who’s worked on a Super Bowl ad knows the whirlwind that comes with it—what Glenn Cole calls the “hoopla” of it all. The sheer excitement, pressure, and stakes can easily steer creative decisions toward short-term impact, rather than aligning with the brand foundation that got you there in the first place. 

But excitement and freshness aren’t the enemy—they just need the right balance. As Tim Ellis points out, the key is to surprise audiences in a way that stays true to your brand. The NFL has mastered this, showing up year after year with distinctive campaigns that feel uniquely NFL, yet always leave viewers thinking, “Huh, I didn’t know the NFL did THAT.” The NFL has even become the first brand to secure the prestigious 5-Star Rating this year, thanks to an emotionally resonant campaign that not only connects deeply with audiences but also inspires confidence and belief in the future of tomorrow’s children. 

The secret? Play with your brand’s fundamentals—add a layer of surprise, but don’t abandon what makes you, you, for a fleeting 30-60 seconds of Super Bowl fame. The winning formula isn’t just about production value; it’s about testing and refining. For Tim and Glenn, real success comes from measuring impact with real consumers—ensuring your ad drives emotional engagement, delivers short-term sales impact, and enhances long-term brand memorability. 

“Stay purposeful and focus on what your brand truly needs,” Glenn Cole, Co-founder of 72andSunny  

“Relax and don’t get tensed up. Love the work and get excited about it, then craft the shit out of it”, Tim Ellis, CMO of the NFL  

Allison Ellsworth, founder of Poppi: When Chance meets Consistency  

• Top Tip: Don’t design an ad for the Super Bowl. 

For prebiotic soda brand Poppi, their Super Bowl debut wasn’t meticulously planned—it was a last-minute opportunity they couldn’t pass up. With just three days to go before Super Bowl Sunday 2024, Allison Ellsworth found herself with a “floater” spot and little time to strategize. But instead of scrambling for a high-profile celebrity or reinventing their brand for game day, Poppi leaned into what they already did best: strong social presence and a distinct brand identity. 

The result? A campaign that felt undeniably Poppi—authentic, familiar, and instantly recognizable to their audience. Not only did it resonate, but it also became the “most-watched Super Bowl ad of all time”, airing just one minute before the halftime show. 

Too often, brands get caught up in the Super Bowl spectacle, overhauling their identity to chase star power and big-budget creativity. Poppi proved that staying true to your brand—even on the biggest advertising stage—can be the smartest play. 

So, if you’re planning your own game-day debut, take a page from Poppi’s playbook: Stick to what makes you, you. 

“We didn’t create it as a Super Bowl ad, which is why I think it’s so good,” Allison Ellsworth, founder of Poppi.  

Greg Hahn, former Chief Creative Officer at BBDO and co-founder of Mischief: Going Against the Grain  

• Top Tip: Do what you’d do if you weren’t afraid.  

When Coors Light approached Mischief with a major obstacle—a Super Bowl spot that couldn’t feature players—they didn’t fight it. They embraced it. Instead of working around the restriction, they leaned into it—and thus, the Coors Light Flashlight was born. 

A 100% flashlight, 0% beer solution to the problem, this clever pivot kept Coors at the center of the conversation—just in a different form. The result? A campaign that not only sold flashlights but also reinforced Coors Light’s brand in a fresh, unexpected way. 

This is classic Greg Hahn—playing with rules, reframing contexts, and turning limitations into creative advantages. In advertising, there are no guarantees, but taking risks and evoking emotion beats playing it safe and being forgettable. 

As Jon Evans, Adam Morgan (eatbigfish), and Peter Field explored in The Extraordinary Cost of Dull, being bland or making people feel neutral comes at a commercial cost. The lesson from Mischief? Be bold, be daring, and challenge the status quo. 

This year, Mischief and Coors Light are once again pushing the boundaries on Super Bowl advertising, with its “Case of the Mondays” campaign. Learn more in our Super Bowl LIX ad tracker.  

“Do what you normally do and that’s usually the best thing…the bigger the spotlight the bigger the pressure,” Greg Hahn, co-founder of Mischief   

Kory Marchisotto, CMO of e.l.f Beauty: From Digital Native to Super Bowl Star 

• Top Tip: Listen to your consumers.   

Having built a loyal following on digital platforms like TikTok, thanks to their viral sticky primer, beauty brand e.l.f. took their marketing to new heights at the Super Bowl. With a savvy mass marketing strategy, e.l.f. successfully expanded their reach to a broader audience, solidifying their place in popular culture. The brand capitalized on the moment by featuring topical celebrities like Jennifer Coolidge from The White Lotus and the cast of Suits, ensuring their campaign resonated with the cultural zeitgeist. 

Kory Marchisotto attributes much of the brand’s success—especially at the Super Bowl—to a team of “elves” fueled by a strong company culture, agility, and speed. Their entrepreneurial spirit and deep consumer understanding allowed them to quickly respond to the brand stories consumers were creating online and transform them into a Super Bowl campaign. By taking the most talked-about product from their social media channels, they brought it to a wider audience while adding an extra layer of cultural relevance—all within just three weeks. 

“A lot of our storytelling and all of our inspiration was from the TikToks that people were making about our brand, and they were obsessed with the sticky value of this power grip primer…it was hilarious. We had this dream about turning this into a commercial,” Kory Marchisotto, CMO of e.l.f Beauty.  

Mark Ritson on Getting Back to the Basics 

• Top Tip: Put a dog in it! 

It’s a tip many brands and agencies might dismiss—but the data proves it works. Looking at some of the top beer ads of all time in System1’s Test Your Ad Premium database, it’s clear that simplicity often drives success. From dogs and scenic landscapes to melodic soundtracks, engaging consumers doesn’t always require a groundbreaking idea. 

As Orlando Wood explores in Lemon and Look out, animals resonate—a principle Budweiser has mastered with its Clydesdales and puppies. By featuring them consistently, Budweiser has built an enduring brand symbol. While their “Whassup” campaign (Super Bowl 2001) had undeniable social impact, it lacked the long-term power of the Clydesdales. 

Sure, Super Bowl creativity can deliver magical moments, but not every ad can be expanded into a lasting strategy. The most effective brands create campaigns with staying power. Michelob Ultra’s 2023 campaign with Messi is a perfect example—what started as a game-day ad seamlessly extended into a year-long strategy, proving that the basics resonate far beyond Super Bowl Sunday. 

“Recognize you’ve had a moment of genius and move on”, Mark Ritson.  

The Final Five  

 1. Relax and have fun with it – Tim Ellis, CMO of the NFL and Glenn Cole, co-founder of 72andSunny 

 2. Don’t design an ad for the Super Bowl – Allison Ellsworth, founder of Poppi 

 3. Do what you’d do if you weren’t afraid – Greg Hahn, former Chief Creative Officer at BBDO and co-founder of Mischief 

 4. Listen to your consumers – Kory Marchisotto, CMO of e.l.f Beauty #

 5. Put a dog in it! – Mark Ritson  

Get the Winning Insights

System1’s comprehensive Super Bowl report, “How to Win the Super Bowl,” is an exploration of the most entertaining Big Game ads and why they work. Whether you’re a first-time advertiser or a seasoned veteran, our insights based on 6 years of Super Bowl advertising, can help you win over consumers’ hearts.