Super Bowl commercials aren’t just advertisements; they are significant cultural moments. This year, some brands excelled, while others missed the mark. Riester CEO Tim Riester discussed the event’s biggest successes and surprising disappointments with Fox 10.

For instance, consider Pfizer’s emotional ad. In it, they showcased a powerful story about a young cancer survivor, emphasizing themes of perseverance, community, and hope. Furthermore, the storytelling, combined with a Rocky-inspired boxing metaphor, reminded viewers of the importance of investing in medical research.

Rocket.com made a brilliant move with their advertisement, set to “Take Me Home, Country Roads.” It celebrated the dream of homeownership and became truly memorable when the campaign continued into the stadium, with the audience singing along in real-time and digital banners reinforcing their branding. Consequently, this kind of engagement is rare in Super Bowl history.

Humor also played a significant role in this year’s commercials. Michelob Ultra featured Beetlejuice sequel stars Willem Dafoe and Catherine O’Hara, while Bud Light threw a clever cul-de-sac party that extended live into the stadium. These brands skillfully blended storytelling with entertainment.

However, not every brand succeeded. Pringles and Little Caesars had nearly identical ad concepts, which unfortunately diluted their impact. And Dunkin’s “Dun-Kings” diluted its message with too many celebrities and insider jokes.

Watch the full Fox 10 interview below to see what worked, what flopped, and what lessons emerge.

Tim Riester, CEO of Riester, sat down with NPR/KJZZ for an in-depth discussion about Super Bowl 59 advertising. Consequently, Tim broke down what worked—and what didn’t—during Super Bowl 59. As viewers, you know that Super Bowl Sunday is the biggest stage in the advertising industry. It’s not just about being seen; it’s about making an impact.

Furthermore, what separated the winners from the flops? The best ads this year focused on authentic storytelling and real emotional connection. You saw brands that truly understood their audience, using humor, nostalgia, or powerful messaging to leave a lasting impression. Meanwhile, some ads relied too heavily on celebrity cameos without a strong concept—and audiences saw right through it.

Another major takeaway? Consumer expectations are shifting. Ultimately, people want more than just flashy ads—they’re looking for brands that align with their values, that reflect diversity, and that feel genuine. If your message isn’t relevant or relatable, it won’t stick.

As you plan your next big campaign, ask yourselves: Are you telling a story that resonates? Are you connecting with your audience in a meaningful way? The brands that nailed it this year did just that—and it paid off.

Listen to the full interview below for an inside look at what made some of this year’s Super Bowl commercials unforgettable.

As Super Bowl Sunday approaches, advertisers are gearing up to capture the attention of millions. Ad slots have reached an all-time high of $8 million for just 30 seconds. Including production costs and celebrity endorsements, companies may spend $16 to $20 million per ad. Riester CEO Tim Riester states the investment typically yields $4.60 to $5.20 per dollar spent. There has also been a 22% increase in online searches and a 16% rise in brand conversations post-game.

New brands like Coffee Mate, Angel Soft, and Haagen-Dazs join veterans like Bud Light, featuring Post Malone and Peyton Manning, and Hellmann’s with its When Harry Met Sally nod. Economic worries sideline companies like State Farm and most automakers, but many brands still view the Super Bowl as a vital consumer connection.

So, what makes a Super Bowl ad truly unforgettable? Watch Tim Riester below break down major trends, risky brands, and game-day highlights. Don’t miss his expert take—hit play now!

What’s that beat reverberating through the halls at Riester? It’s the sound of celebration after two wins at the prestigious Drum Awards, which were announced on the evening of June 5th. The Drum, a leading global publisher for the marketing and media industries, hosts its international competition annually. Ahead of this year’s gala event in New York City, jurors from around the world awarded our “Green Means Go” campaign – not once, but twice – with Gold in the Sustainability category and Bronze for Government or Public Sector work. As a ‘best of the best’ international competition judged by an assembly of top-notch creative professionals, we’re honored by this worldwide recognition – and proud to share the spotlight with our clients at the California Alternative Energy and Advanced Transportation Financing Authority (CAEATFA); and our partners/stakeholders at California’s investor-owned utility companies, Southern California Gas Company (SoCalGas®), Pacific Gas and Electric Company (PG&E®), Southern California Edison (SCE®), and San Diego Gas & Electric Company (SDG&E®) who have embraced and amplified the campaign statewide.

The “Green Means Go” campaign educates Californians about accessible, highly competitive financing for energy efficiency upgrades, and includes a website that provides direct access to contractors and lenders with terms that provide more residents and business owners with the opportunity to invest in their homes and businesses – while taking collective action in the fight against climate change.

By collaborating with the amazing Jeremyville Studios, “Green Means Go” is filled with colorful Californian settings and characters, thoughtfully imagined with the state’s geographic and demographic diversity in mind. This creative detail is paying off, evident in click-through rates and overall campaign performance to date.

Since the campaign’s launch, more Californians than ever have been taking advantage of this unique program compared to the year prior, and our team is currently outpacing expectations for 2024. Recently, GoGreen Financing reached a significant milestone, with more than $100 million distributed for residential projects – and it truly feels like that’s only the beginning.

Our little GoGreen character keeps making us proud. This is not only to help thousands of Californians access financing for sustainable home and business renovations but also to advance to the American Advertising Federation’s regional ADDY awards. Now, he’s even made it into Communications Arts magazine’s Illustration Annual 65. Looking good, little green guy. We know you won’t stop til every home and business in California is as green as you are!

CAEATFA, Riester, And Jeremyville Studios Collaborate

The GoGreen Project was commissioned by the California Alternative Energy and Advanced Transportation Financing Authority (CAEATFA). The aim of the project was to promote GoGreen Financing, which is an initiative designed to give more Californians access to loans that will help them make their homes and businesses more comfortable and sustainable. That means upgrading things like appliances, HVAC systems, and lighting solutions to make California a greener state.

The collaboration with Jeremyville Studios created an illustrated and animated vision of California that reflects the state’s vast diversity. We wanted to show California’s diversity through fun, funky, and familiar settings and characters that Californians from all walks of life could relate to. The result was a series of characters and settings that were not only attractive and unusual but felt familiar and inclusive to Californians from all walks of life.

How GoGreen Helped California Be More Sustainable

Financing and planning home or business remodels can be a huge pain. This project makes it easy – and even fun. It’s all about encouraging people to make their homes and businesses more energy-efficient, a win for both the environment and the wallet!

The “Green Means Go” campaign doubled online engagement, increased website views by 70% and even boosted loan applications by 65%. Did that help CAEATFA reach its overall goals? Not even close… They exceeded them by a whopping 240%!

GoGreen Financing Project Showcased in Communication Arts Magazine

Teaming up with the folks at Jeremyville Studios and the visionary clients at CAEATFA was something truly special. Not only have we crafted a killer message, but we’re also making a real impact on a sustainable future for all Californians. Visit https://www.gogreenfinancing.com/.

In May, Riester celebrates the new brand we helped clients bring to life.

Hundreds of leaders from the Park City and Summit County, Utah community gathered to preview and celebrate the new brand for the city: Mountainkind.

Both tourism and the town itself changed greatly over the last 20 years. Furthermore, retiring Boomers and the rise of remote work have contributed to booms in development and visitation. For residents, Chamber partners and visitors, “sustainable tourism” is no longer a buzzword – it’s a necessity – and one that goes right to the heart of the new brand.

Who are the Mountainkind?

Some people call the mountains their birthplace. Meanwhile, others simply visit when they hear the mountains’ call. Consequently, they long to feel humble under towering alpine pines or get inspired by summit views. And whether they’re longtime Park City locals or just visiting for the first time, Mountainkind speaks to a community that revolves around nature, seeks outdoor adventure, small-town culture, and brings a commitment to preserving everything that makes Park City and Summit County Utah so special.

Park City invites everyone with the Mountainkind spirit to experience the town.

With the brand launched, the Riester team is ready to celebrate with hiking boots and mountain bikes.

How Did Riester Clients Win Big at the 2024 American Advertising Awards?

Riester’s commitment to developing breakthrough creative that changes behavior was rewarded nine times at Friday night’s Phoenix 2024 American Advertising Awards Gala, including three coveted Gold Awards for excellence.

The American Advertising Federation hosts this annual competition, the nation’s largest advertising contest, where local Gold Addy winners advance to regional and national rounds.

Furthermore, this year’s award-winning work spanned several industries.

Riester client, The California Alternative Energy and Advanced Transportation Financing Authority (CAEATFA) received four awards for excellence for Riester’s animated “Green Means Go” campaign. 

Designed to help California business, home, and multi-family owners obtain low-interest loans for energy-efficient upgrades in support of the state’s decarbonization and electrification goals, CAEATFA’s “Green Means Go” campaign was awarded in multiple channels and executions, including:

For instance, for digital excellence, CAEATFA and Riester received the Gold Award for the GoGreen Financing website. In addition, in the single Illustration category, the GoGreen Financing California Map won Silver. Finally, the “Green Means Go” campaign was awarded two Bronze Awards for excellence in both the campaign’s four :15 second animated commercials and for orchestration of the regional integrated advertising campaign.

Following its redesign of the Phoenix Sky Harbor International Airport website, Riester and the City of Phoenix Aviation Department won a Gold Award in the Poster Campaign category.

Riester client SkiPro was recognized twice, including a Gold Award for consumer website for “The Avalanche Sale” website and a Bronze Award for logo design for the ski and snowboard company’s brick-and-mortar annual ski sale.

For Riester consumer packaged goods client Quest Products, the OTC healthcare products company received a Silver Award in the Television Advertising Regional/National category for Riester’s “Rock On” campaign.

Finally, on behalf of the AZ Health Care Cost Containment System, Riester was awarded a Bronze award for Public Service Online/Interactive for the social media posts in Riester’s “TalkHeals ‘Smile'” public awareness campaign, with the aim of reducing substance misuse among Arizona’s youth.

The Citizens Clean Elections Commission completed its 2024 debate procurement process and selected Riester, partnering with the Arizona Media Association (AMA), as the contractor. Furthermore, the collaborative proposal from Riester and the AMA is engineered to professionally produce debates for the U.S. Senate, Congressional, and Corporation Commission races for the 2024 primary and general elections ensure optimal technologies, processes, and productions for Arizona media outlets broadcasting debates. The ultimate task for Riester and the AMA is to ensure the debates are available to all voters in every corner of the state. 

“In this new age of misinformation, Riester is highly motivated and honored to work with the Citizens Clean Elections Commission and the AMA’s hundred’s of media members statewide to produce the most professional, technically-sound debates that deliver uncensored and unedited candidate exchanges in English and Spanish to the communities they are competing to serve,” said Riester Founder and CEO, Tim Riester.

For more than two decades, Clean Elections has been the state’s only nonpartisan debate sponsor successfully producing hundreds of local, state, and federal debates. As a voter education leader, Clean Elections focuses each year on improving voter information accessibility and creating tools that support informed election participation.

“Many Arizona races are already a national topic, and the expectation is set for debates that provide visibility into the plans and policies of candidates,” said Clean Elections Executive Director Tom Collins. “Voters rely on Clean Elections to provide candidate debates that are nonpartisan, accessible, and fair. Our final decision on a partner for debates was guided by these principles, while keeping in mind a second, equally critical audience: members of the media who are stewards of civic engagement and providers of information to voters.” 

Selecting a production and broadcast partner is key to debate planning, which began months ago with a 2023 evaluation of Arizona debate processes by the Citizens Clean Elections Candidate Debates Work Group. The group summarized its findings for the 2024 debates, and Riester and the AMA will reference them as they finalize plans. 

“When it comes to stimulating conversation among voters, nothing compares to debates which is why we have been working on them since last year,” said Clean Elections Voter Education Director Gina Roberts. “We believe that the combined competencies of Riester and the AMA are solid footing to produce debates that will reach all voters and give all candidates a level playing field to make their case to their constituencies.” 

“We are committed to the most successful debate season possible,” said Arizona Media Association President and CEO Chris Kline. “We have been allies on other important public awareness initiatives with both Clean Elections and Riester, and because of that, this new partnership is incredibly exciting. This relationship will allow us to make every debate available to hundreds of local media brands on radio, TV, in partnership with newspapers and across countless digital platforms with the goal of reaching every voter in our state.”  

In addition, here is information about the Arizona Citizens Clean Elections Commission (Clean Elections).

Arizona voters established the Citizens Clean Elections Commission to restore citizen participation and confidence in the political system, improve state government integrity, and promote freedom of speech. and Arizona Constitutions. Visit www.azcleanelections.gov to learn more. 

Additionally, regarding the AMA: 

The Arizona Media Association is a 501-c(6) non-profit corporation that acts as the official trade association for Arizona’s local radio, TV, print and digital industry. Its mission is to futureproof Arizona local media and protect its critical role in community connection. The Arizona Media Association also underwrites the Arizona Local News Foundation to connect communities with more local news and information. Moreover, membership includes more than 350 radio stations, TV stations, newspapers, digital operations, and associate groups.  Visit www.azmedia.org for more information.

About Riester

Driven by humanity and innate care, Riester’s founders built a passionate creative marketing company that connects to people’s emotions to drive change. Composed of culturally diverse, internationally experienced, thought-provoking people, this studious, collaborative, talented and open-minded group is in the constant pursuit of creating more impactful campaigns. AdAge named Riester among the 20 Hottest Creative Shops to Watch in America, and PRWeek awarded Riester its Campaign of the Year honors. 

Riester proudly builds campaigns that connect with people’s emotions and motivate positive behavior change. The 2023 ADDY Awards showcased our expertise in healthcare, public health, pharmaceuticals, education, voter education, consumer goods, and destination marketing.

Specifically, Riester won awards for the following clients and campaigns:

Who Won the ADDY Awards 2023 Ad Person of the Year Honor?

The evening was made especially memorable when Riester co-owner and former chief creative officer Tom Ortega was recognized as Advertising Person of the Year, a recognition that reflects his magnificent creative career and extraordinary qualities as a mentor to so many talented creative professionals throughout the community.

Which ADDY Awards Entries Won Gold?

Arizona Health Care Cost Containment System (AHCCCS)

• Gold Addy for Animation, Special Effects & Motion Graphics: Substance Misuse Prevention TV

What Earned Silver at the ADDY Awards?

HonorHealth

• Silver Addy for Music: Metronome TV Commercial
• Silver Addy for Local Television Campaign: “Neuroscience Institute Campaign”

Furthermore, awards included Talking Stick Resort

• Silver Addy for Installations: “Putt & Spin”

Arizona Health Care Cost Containment System (AHCCCS)

• Silver Addy for Public Service Radio Commercial: “Breathing Exercise”
• Silver Addy for Regional/National Television Commercial: “Smile”

Arizona Department of Health Services

• Silver Addy for Public Service Television Commercial: “What Kind Are You”

Shmush

• Silver Addy for Animation: “Dog Health Biscuits TV”

Elevated Education

• Silver Addy for Animation Special Effects & Motion Graphics: “Brain Doodle”

Idaho Department of Health & Welfare

• Silver Addy for Public Service Campaign: “Idahoans Have a Choice”

Which Campaigns Secured Bronze ADDY Awards?

Talking Stick Resort

• Bronze Addy for Regional/National Television Commercial: “Turn It On – Beat”
• Bronze Addy for Regional/National Television Commercial: “Turn It On – Lights”

City of El Segundo California

• Bronze Addy for Regional/National Integrated Consumer Campaign: “Start Here” 

HonorHealth

• Bronze Addy for Local Television Commercial: “Loom”
• Bronze Addy for Local Television Commercial: “Metronome”

Arizona Department of Health Services

• Bronze Addy for Integrated Public Service Campaign: “What Kind Are You”

Likewise, accolades were earned for Global Blood Therapeutics

• Bronze Addy for Public Service Online Film: “Sickle Cell Speaks – Oxygen”

Arizona Health Care Cost Containment System (AHCCCS)

• Bronze Addy for Regional/National Television Commercial: “Bed”
• Bronze Addy for Regional/National Radio Commercial: “Connecting”

Citizens Clean Elections Commission

• Bronze Addy for Animation, Special Effects, Motion Graphics: “Maze”

Conducted annually by the American Advertising Federation, the ADDYs are the nation’s largest and most representative advertising competition. The annual show attracts hundreds of entries every year.

Since 2015, Riester has been a Google Premier Partner and a member of the Google Analytics Certified partner program (GACP). Riester was also a North American finalist for the 2018 Premier Partner Search Innovation Award. 

Recently, the 2022 Google Partners program redefined Premier Partner status through rigorous certification testing requirements across various Google products. Consequently, Riester proudly announces our selection as a 2022 Google Premier Partner under this updated, competitive program. This status puts us in the top 3% of North American agencies mastering the Google suite. 

Furthermore, this verification proves our long track record of expert digital marketing guidance and service. As a result, this partnership gives us product betas, industry insights, and trend reporting from Google to benefit Riester clients. 

“Congratulations to our Premier Partners for being among the top 3% of Google Partners. These companies stand out by building product expertise, forging new client relationships, and driving client growth. We look forward to supporting them as they help their customers succeed online.” – Davang Shah, Senior Director, Google Ads Marketing

RIESTER is a 2022 Premier Partner. RIESTER is among one of the top companies within its country and has met all of the Partner requirements.