What B2B Marketers Can Learn from This Year’s Super Bowl Commercials

Each year, the Super Bowl isn’t just a showcase of elite athleticism—it’s a masterclass in storytelling, brand positioning, and audience engagement. While B2C brands spend millions to secure their 30-second moment in front of the world, the strategies that make these commercials memorable and effective hold valuable lessons for B2B marketers looking to create content that truly resonates.

Too often, B2B content leans into industry jargon, product specs, and heavily polished corporate messaging. But if this year’s Super Bowl ads taught us anything, it’s that the best marketing doesn’t feel like marketing—it feels real.

The Power of Storytelling: Beyond Features and Benefits

One of the most compelling commercials of the night came from Lay’s, which took viewers on a journey from farm to table, showcasing the origins of its product in a simple yet powerful way. There was no heavy-handed messaging, no complex breakdown of ingredients—just a well-crafted story that naturally reinforced brand trust and quality.

For B2B brands, the same principle applies. The most effective content isn’t about listing product features—it’s about telling a compelling narrative that highlights transformation. Whether through customer success stories, behind-the-scenes insights, or thought leadership from industry experts, brands must shift from selling to storytelling. Buyers don’t just want to know what your product does; they want to see the impact it creates.

Emotion as a Competitive Advantage

Pfizer’s “Knock You Out” campaign, inspired by the resilience of those facing health challenges, delivered a deeply emotional narrative that left a lasting impact. It wasn’t about Pfizer’s products—it was about what they enable: strength, perseverance, and hope.

In B2B marketing, emotional storytelling is often overlooked in favor of data-driven arguments. But at the core of every business decision is a human being. B2B brands that tap into emotion—whether through shared industry challenges, relatable customer pain points, or personal anecdotes—create stronger connections with their audience. Logic drives decisions, but emotion makes them stick.

Cultural Relevance and the Art of Being Memorable

Hellmann’s took a risk by leaning into nostalgia with a “When Harry Met Sally” spoof, reuniting Meg Ryan and Billy Crystal in a humorous take on their classic diner scene. The approach was undeniable: familiarity breeds engagement.

For B2B brands, incorporating cultural relevance—whether through industry trends, timely topics, or even well-placed humor—can make content more engaging. While marketing in professional industries often defaults to a serious tone, brands that understand their audience’s culture and find ways to authentically engage with it stand out. A well-placed reference, a playful take on a common industry challenge, or an unexpected angle can be the difference between content that gets ignored and content that sparks conversation.

Simplicity Wins in a Crowded Market

Michelob Ultra’s ad, centered around the rise of pickleball, was a masterclass in clarity. Instead of over-explaining or forcing an intricate storyline, the brand delivered a clean, entertaining message that met the audience where they were.

B2B marketers often fall into the trap of overcomplicating messaging—layering on details, statistics, and buzzwords in an effort to sound authoritative. But complexity does not equal credibility. The best marketing cuts through the noise with clarity. A concise, well-crafted LinkedIn post can be more impactful than a long-winded whitepaper. A straightforward video featuring an expert’s genuine insights can outperform a scripted corporate piece. In a content-saturated world, brevity is an asset.

Authenticity Over Perfection

Perhaps the most timeless lesson came from Budweiser’s Clydesdales ad—a simple, emotional narrative about resilience and tradition. There were no flashy effects, no celebrity cameos, no high-concept gimmicks. Just a story that felt real.

B2B brands often strive for production perfection—highly polished videos, carefully worded blog posts, meticulously controlled messaging. But today’s audiences, even in professional industries, gravitate toward content that feels human. The best thought leadership doesn’t come from a teleprompter—it comes from experts speaking freely about what they know best.

The takeaway for B2B marketers is clear: authenticity builds trust. The more we move away from scripted, overly produced content and toward unscripted conversations, expert-led storytelling, and real-world perspectives, the more effective our marketing will be.

The Future of B2B Storytelling

The Super Bowl is a reminder that the brands that win aren’t necessarily the ones with the biggest budgets, but the ones that connect with their audience on a deeper level. The same is true in B2B.

The future of marketing lies in:

• Telling real stories, not just selling products

  
  

• Prioritizing emotion and human connection

  
  

• Creating content that is simple, relevant, and memorable

  
  

• Leaning into authenticity rather than overproduced messaging

  
  

You don’t need a Super Bowl budget to apply these lessons. You just need a strategy that puts storytelling, clarity, and authenticity at the center of your marketing.

How is your brand adapting to this shift? Let’s start the conversation.