Super Bowl 2025 Advertising … The Illusive Insight

Source: YouTube

Every year, the new buffet of Super Bowl commercials seems like an avalanche of creativity that as marketers we shift through to find inspiration. There is always a lot of celebrities, humor, storytelling, and twists and turns … this year was no exception. But to be honest it’s often hard to find the true insights that drove the actual work. And as a brand strategist at heart, that’s what I long for. And those illusive insights are often in the hidden gems that don’t get the most coverage and that aren’t often in the “best picks” lists.

Today I’m going to highlight two insights that I found hidden in the flurry of this year’s class of Super Bowl spots.

First up, this spot from Bosch. When doing DIY in the home, whether cooking or home improvement, you want to feel like you are “on it,” like you know exactly what you are doing even if you really don’t (because you likely really don’t). Bosch nailed this insight with “The more you Bosch, the more you feel like a Bosch!” Although admittedly, as a friend pointed out, a little more diversity would have made this spot even more engaging!

And then there is this Google spot that just really got me. It shows a dad using Google products to prep for a job interview after he’s been, well, a dad. He exposes his insecurities, that are actually his best strengths at the same time. Isn’t that us all in some ways?!?

OK, I’ll admit it … anything with a dad hits home with me. There I said it and Google really nailed the insight on how dads feel (and I’m betting moms too, because these parental feelings are pretty universal).

What insights did you find in your favorite Super Bowl spots? What’s your experience? JIM