The Big Game left many fans disappointed this year, but the 2026 National Championship still delivered some solid advertising. The commercial breaks managed to deliver drama and emotion…even if the scoreboard didn’t. For those looking to sharpen their approach, these ads offer business marketing lessons worth stealing. Here are five takeaways.
1. Use Nostalgia (Xfinity’s Jurassic Park Throwback)
Xfinity brought back the iconic Jurassic Park theme, imagery and characters for its commercial this year. And it suddenly turned us all young again, wondrously clutching popcorn in a dark theater or on the family couch. But nostalgia isn’t just about past warm feelings. It’s about trust. When consumers see something familiar, they’re more likely to engage because it feels authentic. Place that familiar franchise next to your service…and maybe some of that trust rubs off on you.
Consider what touchstones resonate with your audience. Maybe it’s the “good ol’ days” of your industry or a throwback to your brand’s origins. A business marketing assessment can help you identify which nostalgic elements align with your brand story and connect with your target markets. Just make sure you’re not trying to bring back something people are happy to forget.
2. Target a Niche (Dove’s Support of Women Athletes)
Dove zeroed in on women in sports. Not anyone watching. Not even any athlete watching. Women specifically. Rather than trying to appeal to everyone, they spoke directly to a community likely to engage with the brand and purchase its products. This focused approach creates deeper connections and brand identity than generic messaging.
What’s the lesson? When you try to market to everyone, you end up marketing to no one. Understanding precisely who you serve allows you to craft messages that land. That’s where a thorough business marketing assessment becomes invaluable in defining and reaching your ideal consumers. Stop being everything to everyone and start being something specific to someone.
3. Have Influencer Marketing (Bud Light’s Human Keg Roll)
Bud Light’s outrageous human keg roll stunt was exactly what it sounds like, and somehow it worked. Peyton Manning, Post Malone and Shane Gillis drew the audience in with star power, and the physical humor factor kept them watching. Whitney Houston music blasted as a cavalcade of wedding guests tumbled down a steep hill…creating a memorable TV moment.
Influencer partnerships work because consumers trust recommendations from people they follow. They work because a famous face acts as an easy on ramp for your ad, lightening the mental load of buying into it. Choose partners well-known enough in your market (you don’t need to afford Post Malone) to attract people to your brand. Balance safeguarding your brand standards with influencers’ own personal styles. Exerting too much brand control risks boiling down influencers’ unique personalities and negating their effects.
4. Differentiate from Competitors (Pepsi Steals the Polar Bears)
Pepsi co-opted Coca-Cola’s beloved polar bears for its Big Game commercial. It was cheeky and impossible to ignore for anyone familiar with Coke’s longtime use of the polar bear imagery. If Coke’s own brand imagery chooses Pepsi products, how does Coke even stand a chance? The ad was a fun way to draw comparisons to a competitor (and claim superiority).
What makes your business different from competitors? If you can’t answer that quickly and clearly, your consumers probably can’t either. A business marketing assessment helps you identify your unique value proposition and position yourself distinctly in the marketplace. Don’t shy away from highlighting how you beat your competitors. Don’t be just another option. Be the option that makes people wonder why they’d go anywhere else.
5. Employ Emotion (Lay’s With a Legacy)
Lay’s tugged at heartstrings with a commercial celebrating family legacy and generational connection. Emotion drives decisions more than logic, and this ad was a reminder that behind every purchase is a human being with real feelings and memories.
The marketing lesson is obvious. Use emotion. Emotional storytelling about your purpose and your impact creates lasting connections with consumers. But this lesson extends beyond marketing. Just as Lay’s celebrated legacy, consider your own succession planning and how you’ll pass the torch. Are you building something that lasts or simply getting through the quarter?
Think Big
The best Big Game commercials are both entertaining and strategic. Each represents careful planning and clear positioning. If your brand feels stale or unfocused, it might be time for a business marketing assessment to uncover the good, bad and ugly about your marketing.
You don’t need a Big Game budget to think like a Big Game advertiser. You might just need an outside perspective and suggestions on how to start fresh with your marketing. Book a free consultation today and get started on your marketing assessment.
