From Super Bowl Sunday to two weeks of Olympic action, we’ve been cheering for our favourite teams all month long, sharing in the highs and lows, gathering with friends and enjoying greasy snacks and cold drinks. And for those of us who work in advertising, the commercial breaks are just as exciting as the main event. Ok, the truth is, they’re actually more exciting.
As marketers, we know the importance of engagement and brand recognition, but how do we achieve those goals? The answer: tapping into the emotions of our audiences. Emotion creates connection, but only lingers when it aligns with the brand itself. When an ad makes someone laugh, sparks a sense of nostalgia, or allows the viewer to see themselves reflected in a moment, it activates memory, empathy, and meaning.
These emotional responses are what transform a brand from something people recognize into something they care about — and that’s where the magic happens. Care is the foundation of brand engagement.
That’s why emotional storytelling has become such an important strategy for brands, particularly on stages as grand as the Super Bowl and the Olympics. In an era of shortened attention spans and an expectation for immediate gratification, storytelling matters more than ever. Audiences decide within seconds whether an ad is worth their time, and emotion is what earns that time.
This year, many brands leaned into the opportunity to carry Super Bowl advertising into the Olympics. By extending their Super Bowl messaging to the Olympic stage, brands were able to maintain visibility and relevance, while capturing the attention of a much larger audience.
Leaning into humour, nostalgia and heartfelt moments, the advertising this month did not disappoint. From celebrity cameos to dancing bananas and true Canadian pride, here are a few favourites among ZGMers:
Pepsi Zero Sugar: “The Choice”
Pepsi chose to use humour and the iconic polar bear, an element historically linked to Coca-Cola, to position Pepsi Zero Sugar as the ultimate choice, a choice that consumers have been making for decades. In fact, the idea of choosing Pepsi dates back to 1975, when the Pepsi Challenge first invited consumers to compare and decide for themselves. However, this creative decision sparked conversation among viewers, including some ZGMers. Without giving it your full attention, does this look like an ad for Pepsi, or Coke? Ultimately, raising the question: was this a risky move coming from Pepsi?
Regardless of which side of the rivalry you sit on, it’s undeniable that this spot is cheeky from start to finish. And the Coldplay reference? Hilarious.
Michelob Ultra: “The Ultra Instructor”
This ad took a popular winter sport and turned it into a life lesson with ski instructor, Kurt Russell. Released during Super Bowl 60, it was a clever ad that extended its reach into the Olympic Games, especially fitting given Michelob’s official sponsorship of Team USA. With an athletic twist, this ad struck a balance between humour and aspirational vibes.
Pringles: “Pringleleo”
In this ad, Sabrina Carpenter’s fantasy comes to life as she builds her “dream” man out of Pringles. It’s a playful reminder that eating Pringles is meant to be fun. Lighthearted, a little goofy, and perfectly on brand.
Fanatics Sportsbook: “Bet on Kendall”
An interesting idea pairing Kendall Jenner and Fanatics Sportsbook, but we are here for it. Leaning into the “Kardashain Curse” this ad pokes fun at the idea that Kendal affords her luxury lifestyle due some of her recent famous athlete exes hitting a “rough patch” after their breakups.
Conveniently, the betting odds are in her favour, and we can’t help but wonder who she’ll bet on next (wink).
Instacart: “Bananas”
This ad is filled with chaos, and familiarity. By exaggerating the common frustrations of choosing produce, it’s absurd and everything that is relatable to the grocery shopping experience. While making some of us laugh, and others cringe, the message is Instacart equals choice and convenience. After all, who doesn’t want to choose their own bananas?
Airbnb: “The Official Sponsor of Feeling at Home”
Featuring real Olympic athletes, this ad highlights the importance of feeling at home and positions Airbnb as the solution. These athletes travel long distances on the journey to compete for their country, but with Airbnb, they are given a place of comfort and somewhere they can feel at home along the way.
T-Mobile: “Tell Me Why (T-Mobile’s Version)”
T-Mobile taps straight into millennial muscle memory, turning a beloved Backstreet Boys anthem into a branded earworm. By rewriting the lyrics to highlight real perks like network coverage, Netflix included, and extra benefits, the message stays simple and easy to remember. When the tune is already in your head, the brand tends to stay there too.
Bell Canada: “Stronger Together”
For Canadians, this ad resonated deeply. It showcased the power of unity and national pride, featuring everyday Canadians and Olympic athletes coming together to support Team Canada. Whether it’s a cup of coffee or a moment of triumph on the world stage, the ad captures what it means to be united as a nation, a perfect message for the Olympics.
At the end of the day, the Super Bowl and the Olympics aren’t just sports, they’re about connecting people on a deeper level. For advertisers, the challenge is to capture that attention and leave a lasting impression. The ads that stand out year after year are the ones that make us feel something, whether that’s laughter, nostalgia, or a sense of recognition.
This year’s favourites reminded us that emotional storytelling doesn’t have to be complicated. When brands focus on connection first, engagement naturally follows.