Super Bowl ads in 2025—how marketers can balance inclusion with universal appeal

For advertising and brand management professionals, Q4 to early Q1 is a hectic time often focused on developing Super Bowl ads. Creating content for such a significant American cultural event is not for the weak. This is a formidable task as these will be the most watched and scrutinized advertising of the New Year. Success is a blend of art and science, and brands looking to be effective today must think about audiences more expansively, inclusively and strategically. If not, they will struggle to create motivating and differentiated messages. Super Bowl LIX is happening at a critical time when the context and emotions in America are unprecedented—making relevant and resonant ad messages more challenging to achieve. Many Americans are feeling a financial squeeze and operating with a scarcity mindset. The recent presidential election illuminated new divisions. Employees are losing flexibility. And most Americans trust “people like themselves” 2 to 3 times more than they trust news media, politicians, celebrities, brands and even experts. Super Bowl commercials Tracking the latest brand and agency plans Click here Though the stakes have increased, Super Bowl LIX still presents a rare opportunity to connect cross-culturally, given more than two-thirds of Americans are football fans, more than 71% plan to watch and the event both reflects and influences culture. America loves football. It’s arguably the most powerful platform for exposure in the U.S. as it can alert and galvanize the masses as no single influencer, issue or ideology. We see this in key moments and movements, from Colin Kaepernick’s first refusal to stand for the national anthem in 2016 to the 2024 “Beyonce Bowl” and “Cowboy Carter” halftime show on Christmas Day. What’s critical to understand is that not one American leads a single-issue life. We are employees, entrepreneurs, caregivers, partners, citizens, consumers and football fans … often at the same time. We also each have a race, gender, class, sexuality, generation, nationality and a unique set of abilities that inform and impact our perspectives, positions and opportunities. Instead of prioritizing the “average American” or singular aspects of identity in advertising—which is often a recipe for vanilla content—brands must be more expansive by focusing on “dynamic targets” that are both culturally specific and reflect universal American values. This dynamic target can fuel creative approaches and serve as a litmus test for ideas that resonate with both the old and new majorities. So, what is a more expansive, culturally intelligent advertising approach? If there are at least 6 ways any audience identifies culturally (such as race/ethnicity, gender/sexuality, ability, nationality, generation and class), make sure your design target and storytelling also incorporate real people and key intersecting aspects of underserved or underrecognized identity. Think of a Chinese grandmother, first-generation Black college student, lower-income teen, Hispanic immigrant or deaf woman as example protagonists. To be sure, this is not a checklist for representation but a strategic choice to center real intersectional experiences that capture need states and category “jobs to be done” and marries them with brand solutions and inspired storytelling. Additionally, also while not a checklist, consider these 4 inclusive design questions to push storytelling in more culturally intelligent ways: Are real people portrayed over dated archetypes and segmentations? Customer behaviors are influenced by who customers are as people, parents, employees, etc. Lead with real people and real stories over demand segments. And note that fame doesn’t negate authenticity. A celebrity can also be part of a dynamic target audience. Read Ad Age’s Best of 2024 stories here Do insights and creativity take precedence over synthetic data? AI presents many opportunities for greater efficiency and productivity in creative development. However, it’s critical to lead with human intelligence particularly when it’s necessary to interrupt bias and context and emotions are rapidly evolving. Are consumer truths mirrored or emphasized? Empathy is an agreement that a brand “gets” its viewers. Be intentional with how diverse characters are included. Their experiences should not only be centered, but also be normalized so they are not depicted as heroic, tragic, or worthy of praise or pity. Are we avoiding ‘default’ depictions and acknowledging no aspect of identity is neutral? Many brands are risk-averse and want to be “safe” with their advertising choices. However, it’s important to note that middle-class, middle-aged, heterosexual, able-bodied, Christian, nuclear family and white representations are not universal, nor unbiased, nor do they represent the majority. They are also culturally specific content choices that impact the intended message and how storytelling is received. Ad Age Tech Power List 2025 We’re looking for top digital innovators from agencies, brands, platforms, ad tech companies and tech startups Enter here

Super Bowl ads in 2025—how marketers can balance inclusion with universal appeal

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