The NFL Super Bowl, America’s biggest night of live television, isn’t just a championship for football. Every year, brands compete in a battle for the best advertisement – spending an average of $8 million on a single 30-second spot. With a record-breaking 127.7 million viewers tuning into this year’s big game, the stakes couldn’t be higher.

For days and weeks to come, people talk about the commercials that made them laugh, made them cry, or even the ones that had a random celebrity cameo – like Meg Ryan and Billy Crystal’s iconic ‘When Harry Met Sally’ reenactment for Hellmann’s.

But the best commercials aren’t just entertaining; they resonate with what truly matters to people. This year, several brands nailed that balance, tapping into key trends from our What Matters 2025 report. Here are three that got it right.

T-Mobile Starlink – ‘A new era of connectivity’

We’ve all been there – desperately waiting for an important text to send or your call cutting out in the middle of a conversation with your grandmother. Brands like T-Mobile understand that in a world that depends so much on technology for connection, people need safety and reliability above all else.

In their Super Bowl commercial, T-Mobile featured their revolutionary Starlink satellite-powered service, which turns regular phones into satellite phones, ensuring connectivity even in the most remote places. With the tagline ‘Bringing you closer to the moments that matter’, T-Mobile taps into our trend of Accountable tech. It’s not just about innovation for innovation’s sake – it’s about solving real problems (poor mobile service) and making life smoother (no more waving your phone in the air, hoping for a better signal).

Hims & hers – ‘Sick of the system’

Obesity remains one of the deadliest health crises in the United States, contributing to over a quarter of a million deaths each year. Yet every new year, health and wellness brands flood the market with “new year, new you” campaigns, promising quick fixes and one-size-fits-all solutions to weight loss.

In reality, achieving a healthy lifestyle is deeply personal and nuanced. Not everyone has access to a gym, financial resources for specialised care or even a doctor to guide them. That’s where telehealth brand Hims & Hers is making a difference. Their powerful 60-second commercial highlights how they are breaking down those traditional barriers – seeing people as individuals, not numbers on a scale – and offering accessible, realistic support.

This perfectly embodies our Intuitive health trend, as the brand shifts the focus from rigid metrics to individual well-being. Rather than fixating on numbers –calories burned, pounds lost, or steps taken – Hims & Hers encourages people to listen to their bodies and approach health on their own terms. By removing barriers like insurance requirements, doctor visits or pharmacy trips, they’re making wellness more intuitive, accessible, and personal. It’s not about chasing an ideal dictated by data – it’s about empowering people to define their own version of health.

Nike – ‘So Win’

What better stage than the biggest night in sports to highlight the disparity between women’s and men’s athletics? Despite record-breaking viewership, female athletes still earn a fraction of what their male counterparts do. For example, despite pulling in a record-breaking 12.7 million views for their NCAA women’s national championship game, Caitlin Clark, No. 1 WNBA draft pick, has a four-year, $338,056 deal, while Zaccharie Risacher, also a No. 1 NBA draft pick signed a four-year, $57 million contract.

There is still a long way to go in achieving true equality in sports, but while organisations like the WNBA (the Women’s National Basketball Association) work to catch up, brands like Nike aren’t waiting in silence. Their moving commercial directly challenges the biases female athletes face – with statements like ‘you can’t be confident’, ‘you can’t fill a stadium’ or ‘you can’t win’ – with one simple, but powerful response: ‘so win.’

This speaks to our Reflective contentment trend, which encourages people to challenge outdated norms and define success on their own terms. By spotlighting some of America’s best female athletes like A’ja Wilson, Jordan Chiles and Sha’Carri Richardson, Nike isn’t just selling sportswear – it’s inspiring a movement.

Not every brand has $8 million to spend on a Super Bowl ad – but the same intentionality should guide every marketing strategy. Understanding what truly matters to your audience is key. Whether through product innovation, storytelling or advertising, brands that reflect consumers’ values will stand out – not just on game day, but every day.