What Your Brand Can Learn From Super Bowl Advertisers

Tim Riester, CEO of Riester, sat down with NPR/KJZZ for an in-depth discussion about Super Bowl 59 advertising. 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.

So, 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. On the flip side, 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. 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.