As the discussion moved from testing to what consumers want from Super Bowl ads, Avery Akkineni, CMO at VaynerX, summed it up well, “Consumers want to be entertained. It’s the one time a year they’re not skipping ads. They’re watching with friends and family, and they want something memorable.”
Mark Kirkham, svp of marketing at PepsiCo, agreed, adding that while comedy is a winning strategy, it works best when paired with emotional storytelling. As an example, he pointed to PepsiCo’s Lay’s campaign, which blended humor and heartfelt moments to keep audiences engaged.
Akkineni also said humor isn’t only about getting laughs. It’s about creating long-term connections. “The best Super Bowl ads aren’t just funny for the sake of it. They make you feel something and stick with you after the game,” she said.
Beyond the 30-second spot
Building on the idea of forging long-term connections, the conversation naturally shifted to how brands can extend their presence beyond a single Super Bowl ad slot. Omnichannel engagement was at the heart of this discussion.
“We’re activating on-site, on social, and through partnerships,” said Carolina Kashfi, global head of experiential and content production at Spotify. “Success is about being part of the conversation in multiple ways.”
And Kirkham pointed out that some of the most effective Super Bowl strategies use multi-channel engagement. “We’ve had activations across social, in-person experiences, and brand integrations that have extended the impact of our campaigns far beyond game day,” he said.
Measuring success: The big picture
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