Super Bowl LIX: FADS on Full Display

Ah, the Super Bowl—America’s unofficial holiday where the ads are just as important as the game itself. It’s the advertising industry’s Oscars, where millions of dollars are spent to snag 30 seconds of your precious attention. This year’s lineup of ads didn’t disappoint, offering a masterclass in marketing through the FADS lens: Food, Alcohol, Drugs, and Sex. Let’s break down how brands tapped into these primal drivers to hook us in.

Food: Pringles’ Mustachioed Mascot Hits Nostalgia and Humor

Pringles came ready to play with a quirky celebration of their mascot, Mr. P’s iconic mustache. Featuring Adam Brody, Nick Offerman, and James Harden, the ad turned a can of chips into a symbol of camaraderie. With its humorous tone and absurd scenarios, it wasn’t just about snacking—it was about identity. Food ads like this tap into something primal: the connection between what we eat and who we are.

The intentionality is clear. Pringles doesn’t just want you to eat chips; they want you to associate their product with joy, community, and a shared cultural moment. This strategy ties into the growing nostalgia trend, where brands tap into warm, familiar feelings to build emotional connections. By pairing this nostalgia with humor and absurdity, Pringles sets itself apart in a crowded snack market, creating not just a craving but a cultural moment. By elevating something as simple as a snack into an emblem of belonging, they hook into our human desire to connect. This is classic FADS marketing—food is never just food; it’s a gateway to experience and identity.

Alcohol: Michelob ULTRA and Stella Artois Double Down on Social Bonds

Michelob ULTRA’s pickleball-themed ad starring Catherine O’Hara and Willem Dafoe was a masterclass in blending humor, sport, and social connection. Pickleball, a sport with a solid fanbase, became the backdrop for a story of confidence and fun—all thanks to Michelob ULTRA. The drink promises indulgence without guilt, letting you stay in shape while enjoying life. The message? Your social success depends on striking the perfect balance, and Michelob is the tool to achieve it.

Stella Artois, meanwhile, took a more dramatic route with David Beckham discovering a long-lost American twin over a beer. This ad is as much about emotional connection as it is about the product. Alcohol ads are notorious for this approach: selling not just a beverage but a moment. What stands out this year is how these brands leaned into aspirational lifestyles tailored to specific audiences. Michelob ULTRA’s focus on fitness-savvy consumers and Stella Artois’ emotional storytelling reflect a nuanced understanding of their demographics, making these ads feel both relatable and aspirational. Whether it’s reconnecting with family or scoring points on the pickleball court, these ads make it clear—alcohol is the glue that holds the experience together.

Drugs: Novartis Tackles Health Awareness with Style

In a poignant turn, Novartis teamed up with Wanda Sykes and Hailee Steinfeld for a breast health awareness campaign. Unlike more traditional pharmaceutical ads, this one leaned heavily on empowerment and education. It’s not just about medicine—it’s about proactive health management, wrapped in humor and relatability. Sykes, a breast cancer survivor, lends authenticity, while Steinfeld’s youthful appeal draws in a diverse audience.

Make no mistake, though: this is still FADS marketing at its core. The ad expertly leverages fear—fear of undiagnosed cancer, fear of not doing enough—and offers a reassuring solution. It’s a classic strategy: present a problem and position the product or service as the essential answer. Even when the tone is uplifting, the intent is clear—to guide behavior by tapping into our deepest anxieties and desires for control. This strategy softens the inherent fear associated with health risks while still driving action.

Sex: Budweiser’s Clydesdales Gallop into Aspiration

Budweiser brought back its iconic Clydesdales for an ad titled “First Delivery,” showcasing a young foal embarking on its inaugural journey. While the surface story is one of tradition and hard work, the subtext is classic sexual imagery—power, virility, and aspiration. The Clydesdales aren’t just majestic animals; they’re symbols of strength and desirability.

This is intentional. Budweiser understands that their audience isn’t just buying a beer; they’re buying into an image of themselves as rugged, capable, and attractive. This year’s campaign contrasts sharply with past iterations, which often focused on humor or friendship. By pivoting to themes of aspiration and tradition, Budweiser signals an evolution in its messaging, aligning with changing consumer values. The ad’s emotional pull isn’t accidental—it’s engineered to make viewers feel that by choosing Budweiser, they’re choosing an idealized version of themselves.

The FADS Playbook: Intentionality and Impact

This year’s ads underscore why FADS marketing continues to dominate the Super Bowl stage. These campaigns aren’t just entertaining; they’re calculated efforts to tap into our deepest desires and fears.

Every year, brands refine their strategies, blending humor, aspiration, and primal cues to guide behavior. This year’s ads also hinted at a growing reliance on AI-driven personalization and cross-platform storytelling.

Brands like Pringles and Budweiser didn’t stop at TV—they created multi-platform experiences that kept audiences engaged long after the initial airing.

Looking ahead, expect even more experimentation with AI-driven personalization to target viewer preferences in real-time. Additionally, the rise of interactive and immersive formats, such as augmented reality tie-ins or live audience participation through social media, could redefine how brands connect with audiences during major events like the Super Bowl.

As the Super Bowl continues to be a testing ground for bold marketing innovations, expect these trends to evolve further, keeping FADS at the core of advertising strategies. They know exactly what they’re doing, and they’re doing it brilliantly.

As we watch these ads, it’s worth reflecting on how deeply marketing can shape our perceptions, desires, and decisions. These campaigns aren’t just selling products—they’re reshaping cultural norms, fueling aspirations, and embedding themselves in the fabric of our daily lives.

The Super Bowl isn’t just a game; it’s the ultimate showcase of how FADS drives us all.