Why Super Bowl Creative Must Play the Long Game

It's time to transcend the moment

When people are asked to name some of their favorite Super Bowl spots of all time, they often mention “The Man Your Man Could Smell Like,” “Hump Day,” “It’s the Shoes” and “The Force.” Spots so iconic, I don’t even have to mention the brands.

And what’s crazier: Only one of them actually ran during the Super Bowl.

What’s more, these spots existed and persisted in America’s consciousness well before the trend of weeks-long PR blitzes, cut-down teasers and social campaigns. Their resonance wasn’t tied to the size of the media spend or the complexity of their promotional rollouts. They worked because they tapped into something deeper—ideas so strong they transcended the moment they were made for.

Whether your brand is in the Big Game or not, the goal shouldn’t be about dominating the lead-up or even owning the day itself. The real mission is to create something that endures—work that wins the attention and affection of consumers long after the confetti falls.

Achieving this level of cultural impact doesn’t come from a formula, a celebrity endorsement or a focus group. It comes from trust.

Trust between CEOs and CMOs. CMOs and their marketing teams. Marketing teams and their agencies. You hired these people because they’re talented, insightful and capable of bringing bold notions to life. Once you’ve committed to a great idea, the only way to let it soar is to trust your crew and let them cook.

I’m willing to bet that for most Super Bowl briefs this year, creatives started with an idea they were genuinely excited about. Something fresh and never seen before. So why do we end up with only one or two truly enduring spots per game?

Because with airtime costing over $230,000 per second, the stakes are astronomical. This pressure often leads to hesitation, hedging and compromise. Everyone wants a guarantee. But advertising—especially at this scale—offers none.

That’s why so many groundbreaking concepts get watered down into safe, formulaic commercials that are easily forgotten.

Some years back, The Wall Street Journal famously calculated that 80 percent of Super Bowl ads did not lead to an increase in brand awareness or sales. That’s an enormous amount of money spent on what ultimately amounts to fleeting noise. The most successful campaigns are the ones that dare to be different and stick to their creative convictions.

We’re just a few weeks before the game, which means your SB teasers are probably live, and your work is nearing its final stages. Now is the time to transition from trust to grace. Celebrate the collaboration and decisions that got you to this point. Take a step back and view the work as a consumer would—with fresh eyes and an open mind.

If you’ve created one of the greats, congratulations—you’ve achieved something extraordinary.

But if not, don’t despair. Every campaign is a learning experience. Take a breath, thank your teammates and partners for their hard work, and use those lessons to come back stronger next year.

Remember, the real game isn’t just about a single day in February; it’s about creating something meaningful that stands the test of time.