Super Bowl LX: the integrated era of advertising
What Super Bowl LX teaches brands about integration, attention and relevance
What Super Bowl LX teaches brands about integration, attention and relevance
Hosted by NBCU, a WPP Media client, Super Bowl LX is no longer just a sporting event. It has become a cultural moment – one where brands deploy sophisticated, integrated strategies, layered storytelling and emerging technology to capture attention at scale. As viewing habits fragment and AI reshapes the industry, WPP experts including Rob Reilly (WPP), Martin Blich (WPP Media), Andre Santa Cruz De Souza (Ogilvy), Caio Batista (Ogilvy), Tom Murphy (VML) and Duc Nguyen (VML) share the trends shaping this year’s Big Game.
The full-field drive: orchestrating brand ecosystems
The era of the single 30-second Super Bowl spot is fading fast. In its place, brands are building multi-channel ecosystems that extend well beyond game day.
“The one-and-done TV commercial is over,” say Ogilvy’s Andre Santa Cruz De Souza and Caio Batista. “Brands are creating connected systems across TV, digital, social, streaming, out-of-home and experiential. They appear on TV, then follow you onto TikTok, then show up on your commute or in real-world pop-ups.”
As Martin Blich notes, Super Bowl campaigns are now often the opening chapter of a longer narrative – one that can play out across the wider sports calendar, from the Winter Olympics to the FIFA World Cup. The ambition is no longer just impact, but sustained visibility and cultural relevance across platforms.
Scoring with smiles: humour’s comeback
After several years in which purpose-led messaging dominated prime-time advertising, humour is making a clear return to the Super Bowl stage.
“Commercials were becoming overly serious,” says Duc Nguyen, Creative Director at VML. “This year, humour has clearly returned, and we expect a strong set of genuinely funny spots.”
At the same time, brands are widening the lens on who Super Bowl advertising is for. “More brands are moving away from outdated Super Bowl stereotypes and creating work that resonates across diverse audiences, especially women,” say Santa Cruz De Souza and Batista. Dove, Ogilvy and WPP Media's campaign exemplifies this shift, celebrating sisterhood in sport.
Returning brands are also refining how star power is used. Hellmann’s, working with VML and WPP Media, is one such example this year, with a creative approach that ensures celebrity moments serve the brand idea rather than overshadow it.
AI in the huddle: promise, pitfalls and public perception
AI continues to influence both the creative process and the broader cultural conversation around the Super Bowl.
“AI is both content and context this year,” say Santa Cruz De Souza and Batista. “We expect ads that explain AI, ads built using AI and creative uses of AI-driven effects.”
The next play: dynamic and personalised engagement
Looking ahead, the future of Super Bowl advertising lies in real-time adaptation, personalisation and active participation.
“Stories will increasingly adapt across platforms and audiences,” says Blich. “Streaming-first sports are now essential for scale and sustained engagement.”
AI and data are accelerating this shift. “Soon we will see ads that adjust in real time and invite viewers into interactive experiences,” say Santa Cruz De Souza and Batista. “Hyper personalised content will be possible even at a massive scale.”
Interactivity is also becoming a growing priority. “Advertisers are always looking for ways to make commercials more interactive,” says Tom Murphy, Chief Creative Officer, VML North America. “Anything that helps brands and consumers connect more deeply in the moment will be in demand.”
Key takeaways for brands
In this truly integrated era, the Super Bowl serves as a powerful reminder that while technology offers incredible new canvases, the enduring magic lies in the blend of human creativity and genuine connection,” says Rob Reilly, Chief Creative Officer at WPP. “Brands that master this – whether through a laugh, an immersive experience, or a powerful story – are not just winning the day, they’re building lasting relevance.”