Super Bowl Commercials – Do They Really Work?
This year, companies spent $8–10 million for a single 30-second Super Bowl commercial, before production, celebrity fees, and amplification even begin. It’s one of the biggest marketing bets any company can make, and one of the few remaining moments of true mass, real-time cultural attention.In this episode, the panel tackles the real question behind the hype:Do Super Bowl commercials actually work, or are brands gambling millions on a flashy coin flip?To answer this question, we're joined by featured guests and ad agency experts Anaka Kobzev (main episode and included post-show) and Amelea Renshaw (post-show) who have both been instrumental in shaping Super Bowl campaigns, among other things:- Anaka has led global communications for legendary agencies like McCann and TBWA and is Founder and Principal of Through Line Advisory, helping brands to elevate their visibility through strategic communications and content.- Amelea is Head of Strategy at Lucky Generals NY, spearheading brand positioning, award-winning creative campaigns, and comms thinking for brands such as Universal (with a 2026 ad spot), Ally, Google, Peloton, Pinterest, and Girls Who Code.Recorded in two parts, the episode opens with a pre-game breakdown, where the panel evaluates the economics, risks, and strategic rationale behind Super Bowl advertising. After the game, the conversation continues with a bonus after-show, analyzing what actually aired, which ads cut through, which ones missed, and what patterns emerged across categories like AI, finance, health, food and beverage.With perspectives from brand strategy, communications leadership, and deep agency experience, the group goes beyond “Was it funny?” and instead evaluates ROI, readiness, cultural fit, and long-term brand impact.Key Topics & TakeawaysWhy Super Bowl ads now cost 2–3× more than a decade agoThe difference between awareness, engagement, and actual business impactWhen Super Bowl ads amplify strength vs expose weaknessWhy creative misalignment can erase millions in valueThe danger of confusing celebrity recognition with brand recallHow layoffs, market timing, and internal morale affect ad perceptionWhy some brands win with one ad and others disappear entirelyThe rise of AI, health, and fintech themes in this year’s gameHow pre-game leaks and post-game amplification now matter as much as game nightStrategic Frameworks DiscussedReadiness Test: If your operations can’t handle the spike, don’t buy the spotLifecycle Fit: Super Bowl ads work best at inflection points, not desperation momentsCreative Discipline: Entertainment alone is not strategyBefore / During / After: The ad is the spark, not the fireInternal Alignment: Employees must understand the “why,” not just see the spendCultural Context: Tone matters as much as messageWho This Episode Is ForCMOs and brand leadersMarketing and communications executivesAgency strategists and creativesFounders considering big-budget awareness playsAnyone curious why some Super Bowl ads become legendary and others become memesThe Big Question This Episode AnswersIs a Super Bowl commercial a smart investment or a very expensive ego play?Final TakeSuper Bowl commercials can work, but only when the entire business is ready to support the moment. Without operational strength, creative clarity, and strategic intent, the biggest stage in advertising doesn’t save brands, it exposes them.The real win isn’t airtime.It’s alignment, execution, and what happens after the confetti settles.Main PanelAaron WolpoffMelissa EatonChino NnadiAnaka Kobzev (Special Guest)Anaka's LinkedIn: https://www.linkedin.com/in/anakakobzev/Bonus After-Show Panel(Post-game analysis only)Aaron WolpoffMelissa EatonAnaka Kobzev (Special Guest)Amelea Renshaw (Special Guest)Amelea's LinkedIn: https://www.linkedin.com/in/amelearenshaw/Subscribe for more deep dives where we fix big business problems with fresh perspectives.• Website – www.wefixeditpod.com• Follow us on:Instagram – https://www.instagram.com/wefixeditpodLinkedIn – https://www.linkedin.com/company/wefixeditpodYouTube – https://www.youtube.com/@WeFixedItPodIf you liked this episode, don’t forget to subscribe, leave a review, and share it with your friends!Keep listening to find out how we fix companies and put them back better than we found them.DisclaimerA quick disclaimer. We are going into this somewhat cold and nothing we say should be construed as legal advice, financial advice or anything that would get us in trouble. These are our views and opinions. We're here to ask the kinds of questions everyone's thinking, have an engaging conversation, and maybe come to some conclusions that we feel are worth exploring. By the end, if we fixed it, you're welcome. All trademarks, IP and brand elements discussed are property of their respective owners.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
