What Tech and B2B Marketing Can Learn From Super Bowl Commercials
Let’s be real: “end-to-end solutions” has never won anyone’s attention. What does? The world of Super Bowl commercials. The good, the bad, the ponies and the puppies. Let’s dig into why and what other industries can take away.
The Most Expensive 30 Seconds in Marketing Isn’t About Money
The largest scarcity in advertising? Not budget, my friend. Attention. Super Bowl ads are an absolute masterclass in grabbing attention while viewers are distracted (hello snacks, chats and halftime stats). Even ads that bomb still win, because they get talked about. The goal is: be memorable. Most tech and B2B marketing assumes that the audience already cares and is waiting with bated breath. They’re not.
Typical B2B email subject line: Introducing Our New AI-Powered Reporting
‘Super Bowl’ mindset: Ready to export another report? Didn’t think so.
Surprise Me or Lose Me
Being predictable is the fastest way to be ignored. The best ads zig when you expect a zag. Or they zoog, which is utterly nonsensical. But then, of course, your software unscrambles the mystery and there we are, back in the pocket. All too often, B2B, SaaS and tech marketing opens with explanations and benefits. Super Bowl ads open with intrigue. Curiosity beats clarity at the start, every time.
Typical B2B product launch subject: Introducing Our New Analytics Platform
‘Surprise Me’ subject line: We designed this by accident.
Email open: It all started as a team workaround. When it fixed real problems, unsolved any other way, we made it a product.
Humor is Not a Risk,…But Being Boring Is
You don’t need bonkers, off-the-wall jokes or a cameo from Will Ferrell to show some personality. But c’mon, having Will Ferrell never hurts. Listen, every brand has a personality, but a rundown of meaningless business jargon isn’t it. Humor lowers defenses, signals confidence and builds trust. Just remember: even serious people laugh (often at work).
Typical B2B launch subject: Introducing Our New Analytics Platform
‘Humor’ version: Data that brings the wings and does the Griddy
Nobody Falls in Love with a Feature List
People remember people. Super Bowl ads center humans, not products. Ok, sometimes it’s those Budweiser Clydesdales or irresistible Golden Retriever puppies, but whatevs. The product is secondary, almost an accessory to the people and action. It’s the people and the emotions we feel that drive recall. So let’s stop hiding behind abstractions.
Typical B2B launch: Advanced analytics with customizable dashboards
‘Human-centered’ version: So you don’t dread the Monday Morning Meeting
You don’t have to come out of left field and you don’t have to do a hard reset on your major marketing assets for this to work. Try playing with adding personality to email campaigns, top-of-funnel, heck build some into your dry AF FAQ you keep using for SEO ranking that no one reads anyway. Experiment. Iterate. Personalize a la the Super Bowl and see where 2026 takes you.