DENTON, TX – While the Seattle Seahawks were busy securing a Lombardi Trophy on the field last night, a different kind of competition was unfolding during the commercial breaks. According to Dr. Rama Yelkur, Executive Dean of Business at Texas Woman’s University and a 20-year veteran of Super Bowl ad analysis, the "Ad Bowl" was defined by a return to classic storytelling and some high-stakes pharmaceutical gambles.
The Winning Formula
Dr. Yelkur noted that the most successful brands of the night stuck to a "winning formula" she has studied for decades: a mix of humor, animals, celebrities, and nostalgia.
"I think the Dunkin’ commercial was completely on spot," Yelkur said. By combining the casts of Friends and Seinfeld with a cameo by Tom Brady, Dunkin’ used nostalgia to spark "water-cooler talk" across generations.
Similarly, Budweiser’s iconic Clydesdales remained a "known hero." Their 60-second spot featuring the rescue of a bald eagle baby was cited by Yelkur as a masterclass in emotional storytelling. "The animals speak to the emotions of people; it’s tugging at the heart," she noted.
Pharmaceuticals and the "Tight End" Gamble
One of the night's biggest surprises was the success of pharmaceutical companies, a category that typically struggles in the high-energy Super Bowl environment.
Zepbound: Used DJ Khaled and a parade of celebrities to make GLP-1 medications part of the conversation.
Novartis: Tackled the serious subject of prostate cancer by using a play on words with professional football "tight ends." Yelkur praised the ad for delivering a vital health message through a lighthearted, approachable lens.
The AI Divide
With AI being a central theme in tech ads like Amazon Alexa—which featured Chris Hemsworth—Yelkur observed a growing generational divide. While younger viewers embrace AI, she noted that Gen X and Baby Boomers remain skeptical. "You need AI, but you also need the voice of reason," Yelkur said, echoing the sentiment of the night’s tech messaging.
The Fumble: Coinbase Falls Flat
Not every brand found the end zone. For the second time in four years, Yelkur ranked Coinbase at the bottom of her list. Despite the estimated $8 million price tag for a 30-second spot, the crypto giant opted for a simple karaoke-style text crawl.
"It did not use any of the elements that make a Super Bowl commercial successful," Yelkur explained. "I don’t think people are going to remember anything about that commercial tomorrow."
As the dust settles on Super Bowl LX, Yelkur’s analysis suggests that while technology and products change, the human appetite for a well-told, humorous story remains the safest bet in advertising.