What the Super Bowl Taught Us About Storytelling in Marketing
Photo courtesy of WIRED
The Philadelphia Eagles crushed the Kansas City Chiefs 40-22 in Super Bowl LIX. But the night wasn’t just about football. It was about storytelling—on the field, in commercials, and in Kendrick Lamar’s halftime show. The big takeaway? Marketing isn’t just content. It’s a story people remember.
The Super Bowl: The Biggest Storytelling Stage
The Super Bowl is more than a game. It’s a spectacle. Every moment, from kickoff to the final whistle, adds to the story. This year, the Eagles had their redemption arc. They took the lead early and never let go. Jalen Hurts wasn’t just throwing touchdowns. He was proving a point. He led his team with precision, making a case for himself as one of the best quarterbacks in the league.
The same goes for Super Bowl ads. The best ones don’t just show a product. They tell a story. Whether it’s emotional, funny, or just surprising, these ads work because they make people feel something. Think about the ones that stick—maybe a heartwarming moment with a dog and a soldier, or a nostalgic throwback to pop culture. It’s not the product that stays with you; it’s the story.
Kendrick Lamar’s Halftime Show: A Masterclass in Storytelling
If you score Kendrick Lamar’s halftime show on storytelling, he nailed it. This wasn’t just a concert. It was an experience.
Lamar turned the Superdome into a video game. His stage was shaped like PlayStation controller buttons. A Buick GNX rolled out like a “clown car” full of dancers. The visuals weren’t random. They were part of a bigger story. The entire performance reflected Lamar’s journey—his struggles, his rise, and his place in the industry. The audience wasn’t just watching a show; they were witnessing a carefully crafted narrative.
Photo courtesy of IGN
Even if you don’t love his music, you have to appreciate the execution. Every detail had meaning. The visuals, choreography, and even the lighting worked together to immerse viewers in his world. That’s the kind of brand consistency that marketers should aim for.
Marketing Takeaways from Super Bowl LIX
Storytelling Wins – People don’t just want information. They want to feel something. A great story keeps your audience hooked.
Consistency Matters – Lamar’s show matched his brand. He didn’t change his style to fit the Super Bowl. Good marketing does the same—your message should always align with your brand identity.
Surprise Works – The GNX reveal and choreography kept people engaged. Great marketing does the same. Think of ways to break expectations while staying true to your brand.
Stay Relevant – The best ads and performances connect to culture. Brands should too. Keep an eye on trends and know what your audience cares about.
Make It an Experience – Lamar’s halftime show wasn’t just a performance. It was immersive. Your marketing should aim to do the same. The more you engage your audience, the more likely they are to remember you.
Apply the Super Bowl Mindset to Your Marketing
You don’t need a Super Bowl budget to apply these lessons. Whether launching a campaign, rebranding, or just posting online, storytelling is key. The best marketing isn’t about pushing products—it’s about creating an experience.
Next time you plan a campaign, ask yourself: What’s the bigger story? How can you make it stick? And how do you turn an ad into an experience?