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 & Takeaways

Why Super Bowl ads now cost 2–3× more than a decade ago

The difference between awareness, engagement, and actual business impact

When Super Bowl ads amplify strength vs expose weakness

Why creative misalignment can erase millions in value

The danger of confusing celebrity recognition with brand recall

How layoffs, market timing, and internal morale affect ad perception

Why some brands win with one ad and others disappear entirely

The rise of AI, health, and fintech themes in this year’s game

How pre-game leaks and post-game amplification now matter as much as game night

Strategic Frameworks Discussed

Readiness Test: If your operations can’t handle the spike, don’t buy the spot

Lifecycle Fit: Super Bowl ads work best at inflection points, not desperation moments

Creative Discipline: Entertainment alone is not strategy

Before / During / After: The ad is the spark, not the fire

Internal Alignment: Employees must understand the “why,” not just see the spend

Cultural Context: Tone matters as much as message

Who This Episode Is For

CMOs and brand leaders

Marketing and communications executives

Agency strategists and creatives

Founders considering big-budget awareness plays

Anyone curious why some Super Bowl ads become legendary and others become memes

The Big Question This Episode Answers

Is a Super Bowl commercial a smart investment or a very expensive ego play?

Final Take

Super 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 Panel

Aaron Wolpoff

Melissa Eaton

Chino Nnadi

Anaka Kobzev (Special Guest)

Anaka's LinkedIn: https://www.linkedin.com/in/anakakobzev/

Bonus After-Show Panel

(Post-game analysis only)

Aaron Wolpoff

Melissa Eaton

Anaka Kobzev (Special Guest)

Amelea Renshaw (Special Guest)

Amelea's LinkedIn: https://www.linkedin.com/in/amelearenshaw/

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Disclaimer

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