We’d like to announce the second most exciting match-up of Super Bowl LIX – creative and strategy. As you are very well aware, this is a pretty big time of year for us ad nerds. Some might say it’s the Super Bowl of commercials. So, as we look ahead to our commercial kick-off, Alex Wittchen and I want to break down what we think you’ll see during the big game’s big breaks.

What to expect

AI o’clock.

Where 2023 was the year of bitcoin, this will be the year of AI. Some brands like Meta and GoDaddy are touting new AI‑powered offerings, but even more will streamline production costs by using AI tools behind the scenes, and plenty of brands may just use AI as the butt of their jokes. But what you won’t see are fully AI-generated ads. During the Super Bowl, the idea is king and AI just A-ain’t there yet (just ask Coke and Toys‑r‑us).

Alex’s Takeaway:

AI is a tool, not a concept. The brands that win won’t just use AI—they’ll make it relevant to their brand and audience. If AI doesn’t reinforce a core brand truth or deliver an actual consumer benefit, it’s just another tech buzzword that will be forgotten by the next commercial break.

Raise a glass, or 5.

According to ADWEEK, “Anheuser Busch is the largest Super Bowl advertiser across all beer, alcohol, and consumer packaged goods companies” in 2025. Last year, they secured spots for three of their drinks; this year it’s 5. With advertisers ponying up a pretty penny for airtime – $7 million for 30 seconds of airtime alone – that’s a lot of money spent on watery beer.

Alex’s Takeaway:

Dominating share of voice isn’t the same as dominating consumer mindshare. More ads don’t necessarily mean more impact—it’s about what they say, not just how often they say it. The real win for Anheuser Busch will be if they make each ad feel distinct while reinforcing a consistent brand narrative across all five.

Take that, rewind it back.

As usual, many brands are taking the ol’ “if it ain’t” broke approach to their big investments. We’ve got baby Clydesdales, action stars named Chris, and a big nostalgia play (looking at Hellmann’s bringing us back to the When Harry Met Sally diner).

Alex’s Takeaway:

Nostalgia works when it’s more than a reference. The brands that get it right will use nostalgia to reinforce brand equity or spark new relevance—like Hellmann’s tying their diner moment to modern food trends. The ones that get it wrong? They’ll feel like reruns with no clear reason to exist today.

What not to expect

What’s got 4 doors and is sitting out of the Super Bowl?

As of last week, only one automaker confirmed a 2025 Super Bowl ad. The reason could be that the industry has been heavily focused on making and marketing electric vehicles which customers have been slow to adopt, along with the current administration’s likelihood to end subsidies and policies that benefit electric vehicle manufacturers. Long story short, if you’re looking for a quick way to save a buck – $7 million on air seems like a good place to start.

Alex’s Takeaway:

Sitting out is a strategy, too. Automakers aren’t just cutting costs; they’re recalibrating priorities. If a category that used Super Bowl ads as a staple suddenly opts out, it’s a signal that their marketing focus is shifting. The real question: Where are they investing instead?

Shock factor

My guess is that most brands will like their ads how Anheuser Busch likes their beer – watered down and palatable for the masses. Humor is going to be light and the heavy emotional spots will be few and far between. In this climate, brands will be less looking to make bold statements in favor of broad appeal and a feel‑good laugh.

Alex’s Takeaway:

Mass appeal doesn’t have to mean forgettable. The best brands will find ways to be memorable within the safe zone—whether that’s through strong storytelling, unique execution, or a fresh perspective. Playing it safe is fine. Playing it dull isn’t.

State Farm

Though they had a big presence in last year’s game and were cued up for more of the same, they decided to pull their spot in light of the LA fires to “focus firmly on providing support to the people of Los Angeles.” In other words, they had received some flack as of late for dropping policies in LA in the past few years due to extreme weather. So spending all of that money on a big ad with big celebs wouldn’t be a great lewk.

Alex’s Takeaway:

Marketing decisions don’t exist in a vacuum. A brand’s public perception can shape what they shouldn’t say just as much as what they should. The smartest marketers know when to step back—and when to reinvest in rebuilding trust through actions, not ads.

So grab your chips, your dip, and your copies of “Inner Excellence” – there’s a lot to look forward to this weekend.

You’re creative, you really are. Creativity isn’t reserved for painters or musicians alone. It doesn’t even require talent. Just like learning to play the piano or throw a curveball, creativity is a skill that anyone can develop. It’s simply about finding your voice and doing things that improve upon what you’re already doing. Creativity plays an integral role in recruitment. Here are three ways to tap into your creative side:  

#1 – Practice the power of storytelling.

Since the dawn of humanity, storytelling has been central to culture. Our ancestors gathered around campfires, weaving tales without scripts, screens or props. Because you can’t just hard-pitch opportunities these days, storytelling is a powerful tool for recruitment. Humans are wired to consume and communicate via stories, and storytelling can create a candidate experience that converts. It can also help your team shine. Why would someone want to work for your company? You have a story. Tell it.

“It doesn’t matter what you know, what you have or what you need if you can’t convey it to anyone else. When you tell your organization’s story, you set the scene for candidates to ‘see’ their place in it — and your conversations are suddenly more relatable.”
– James Whittaker, author and host of the Win the Day podcast.

#2 – Craft creative job descriptions that focus on the candidate.  

Potential candidates want to visualize a career with your organization, so you need to set the scene by writing job descriptions focused on them. Exclude jargon. Skip anything generic or vague. Instead, focus on what makes your organization and opportunity unique. Start with the standout stuff like a sign-on bonus and anything that sells balance and quality of life. Are you offering flexible hours or remote work opportunities? Do you have a unique strategy for diversity, equity, inclusion and belonging (DEIB)?

A creative, well-written job description will attract the talent you want and discourage those you don’t. Describing what candidates can learn, do and become if they come to work for you will help them understand why they want to work for you.

#3 – Attract candidates who enhance your company culture.

Still trying to attract candidates who are a “cultural fit?” Some critics say that is like hiring people you’d like to have a beer with. This can lead to a homogenous culture that lacks diversity. In truth, you want to attract people who are a “culture add” — those who add to or enhance the culture you’re building. That takes creativity.

Your company culture is the “X factor” that sets you apart. So, what is it about your organization and job that makes it attractive? What’s in it for the candidate? Your culture, like your employee value proposition (EVP), is felt every single day. Your culture is synergistic. By using creative ways to attract people with unique interests, values, communication styles, etc. — those who enhance and elevate your culture — the quality of your talent will get better and better. You’re likely to keep employees longer, too.

Embracing creativity in recruitment isn’t just a strategy; it’s a necessity. So, tap into your creative side. The compelling stories you tell — and the unique culture you cultivate — will resonate with candidates, making your organization a place where they can envision their future.

We’re passionate about helping our clients recruit and retain top talent, and it all starts with a conversation. Let’s talk. 

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