SUPER BOWL HOT TAKES
A great Super Bowl ad has impact across an entire company, and can resonate in culture for years or even decades. We asked experts from across Ipsos for their hot takes on the big game, and what it means for brands. Here’s what they told us.
Why the Super Bowl is a stage for progress and a test of commitment
By Mercedes Bender
Over the past several years, the Super Bowl has evolved into more than just a showcase for entertaining ads — it has become a powerful platform for pushing the boundaries of inclusivity.
The power of trends in shaping Super Bowl ad narratives
By Matt Carmichael
Most of the nine trends identified in Ipsos’ 10th anniversary Global Trends will play into the creative choices advertisers make as America gathers to watch the Lions win the Super Bowl. (As a Detroit native, I don’t think this take is too hot.)
Innovating at the big game
By Alyson Heffernan
Launching an innovation during the Super Bowl is like stepping onto the grandest stage in advertising. This event, with its massive viewership, presents an unparalleled opportunity to showcase a brand's newest offerings.
Why brands keep coming back to Super Bowl advertising
By Emmanuel Probst
At a time when (too) many marketers focus on performance advertising, driving immediate clicks and sales, the Super Bowl demonstrates the power and the importance of building brand equity.
Why brands need to follow through on their Super Bowl ads
By Mary DeBisschop
Super Bowl ads are not just entertainment; they are high-stakes promises to consumers. Brands invest millions to craft a compelling brand expression during this event, setting sky-high expectations.
Generative AI ads vs. human touch ads in Super Bowl 2025
By Jessica Phan
One topic is sure to dominate the conversation about Super Bowl ads: Will AI or human creativity rule the world of advertising in the media-tech age? AI-generated ads may promise optimization for viewer engagement across various screens and platforms.
How brands can translate big game promises to in-store realities
By Brendan Light
As we gear up for another Super Bowl extravaganza, let's consider how to extend that game-day magic year-round. The Super Bowl offers an unparalleled opportunity to reach millions of engaged viewers.
The Super Bowl isn’t just for consumer brands anymore. Here’s why B2B jumped in.
By Anne Hunter
Recently, we've witnessed a fascinating shift in Super Bowl advertising: the increasing presence of B2B companies in a space traditionally dominated by consumer brands.
How marketers can balance inclusion with universal appeal in the Super Bowl
By Janelle A. James
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.
Why the Super Bowl is a stage for progress and a test of commitment
By Mercedes Bender
Over the past several years, the Super Bowl has evolved into more than just a showcase for entertaining ads — it has become a powerful platform for pushing the boundaries of inclusivity.
The power of trends in shaping Super Bowl ad narratives
By Matt Carmichael
Most of the nine trends identified in Ipsos’ 10th anniversary Global Trends will play into the creative choices advertisers make as America gathers to watch the Lions win the Super Bowl. (As a Detroit native, I don’t think this take is too hot.)
Innovating at the big game
By Alyson Heffernan
Launching an innovation during the Super Bowl is like stepping onto the grandest stage in advertising. This event, with its massive viewership, presents an unparalleled opportunity to showcase a brand's newest offerings.
Why brands keep coming back to Super Bowl advertising
By Emmanuel Probst
At a time when (too) many marketers focus on performance advertising, driving immediate clicks and sales, the Super Bowl demonstrates the power and the importance of building brand equity.
Why brands need to follow through on their Super Bowl ads
By Mary DeBisschop
Super Bowl ads are not just entertainment; they are high-stakes promises to consumers. Brands invest millions to craft a compelling brand expression during this event, setting sky-high expectations.
Generative AI ads vs. human touch ads in Super Bowl 2025
By Jessica Phan
One topic is sure to dominate the conversation about Super Bowl ads: Will AI or human creativity rule the world of advertising in the media-tech age? AI-generated ads may promise optimization for viewer engagement across various screens and platforms.
How brands can translate big game promises to in-store realities
By Brendan Light
As we gear up for another Super Bowl extravaganza, let's consider how to extend that game-day magic year-round. The Super Bowl offers an unparalleled opportunity to reach millions of engaged viewers.
The Super Bowl isn’t just for consumer brands anymore. Here’s why B2B jumped in.
By Anne Hunter
Recently, we've witnessed a fascinating shift in Super Bowl advertising: the increasing presence of B2B companies in a space traditionally dominated by consumer brands.
How marketers can balance inclusion with universal appeal in the Super Bowl
By Janelle A. James
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.