Kate & Co.’s Playbook: Marketing and Messaging Wins from the Super Bowl

By: Julia Carden

The Super Bowl is one of the most streamed broadcasts in the world – but its reach is much bigger than football. The event is one of the biggest stages for advertising and marketing, with carefully planned and executed commercials and an iconic halftime performance.

At Kate & Co., we pride ourselves on crafting authentic, quality content. So, when the wave of artificial intelligence ads hit, we were a bit overwhelmed—and admittedly a little distracted by Eugene Levy’s traveling eyebrows.?

All jokes aside, we’re creatives at heart. We loved watching the diverse marketing, design, and messaging brands brought to the big game. Keep reading to discover which ads stood out to us and the impact of powerful messaging, like that in Kendrick Lamar’s unforgettable Apple Music Super Bowl Halftime Show.

Inclusivity & Representation in Marketing?

Representation and inclusivity are themes that were too long left out of traditional marketing campaigns. This year, many of the commercials aired during Several Super Bowl LIX embraced empowerment. Our favorite was Nike’s “You Can’t Win. So Win.”

Only a minute long, the clean black and white commercial highlighted the accomplishments of athletes like A’ja Wilson, Caitlin Clark, Jordan Chiles, and Sha’Carri Richardson all repping Nike sportswear. Grammy-winning artist Doechii delivered a powerful narration, urging women in sports to defy expectations and move with confidence.

Super Bowl commercials often overflow with celebrity cameos, but? Taco Bell’s “The Fans” ad took a different approach, featuring “a bunch of randos” (real drive-thru customers). While we were a little disappointed not to make the cut, we loved the message. Authenticity is having a moment, especially on social media, where audiences crave real brand connections over flashy, overproduced ads.

Taco Bell and Nike may take different approaches to casting, but both delivered impactful and entertaining marketing. While Taco Bell embraced everyday fans for a dose of authenticity, Nike proved that star power, when used effectively, can amplify a powerful message of unity.

“We are at our best when we are representing the voice of the athlete and their voice becomes our voice. This brand anthem, featuring elite Nike athletes, is a perfect example of how we can inspire everyone to win, whatever that means for them,” said Nicole Graham, Chief Marketing Officer for NIKE, Inc.?

“So Win” marks Nike’s first Super Bowl commercial in 27 years. The last commercial the sports brand aired during the big game was in 1998 and featured an all-male line-up. We’re here for this comeback.?

Kendrick Lamar Had America Watching

The National Football League (NFL), historically a white, male-led organization, has expanded its reach by featuring hip-hop artists like Jay-Z, Dr. Dre, Mary J. Blige, and Eminem, drawing a younger, more diverse audience.?

This year, Kendrick Lamar made history as the first solo rap artist to headline the Super Bowl LIX Apple Music Halftime Show. If you’re unfamiliar, Kendrick is a critically acclaimed rapper and social justice advocate from Compton, California, and an emblematic of rap and hip-hop culture. Kendrick’s performance took the spot of the most-watched halftime show of all time, drawing an audience of 133 million viewers.?

While many audiences focused on Kendrick’s performance of “Not Like Us,” his Grammy-winning diss track aimed at Drake, the performance was much bigger than rap beef. The 13-minute show served as a powerful protest performance and social commentary on the United States, blending entertainment and culture to connect audiences.?

From the song selection to Kendrick’s iconic bell-bottom jeans, every detail carried meaning. Beyond the red, white, and blue costume design, another key element of Kendrick’s performance as a critique of contemporary America was the role of actor Samuel L. Jackson, who introduced himself as “your uncle – Sam.” He transitioned between songs with critiques, condemning Kendrick’s performance as “too loud, too reckless, too ghetto.”?

Kendrick brought Black culture and protest performance to the biggest stage in America. And, impressively rapped for 13 minutes with minimal back vocals. We also loved his jeans, which were more than a fashion choice. Bell bottoms grew in popularity in the 70s as a fashion symbol of counterculture and rejection of traditional politics and society.?

Whether you picked up on the political symbolism or simply enjoyed the musical entertainment, great art—and great messaging—resonates in different ways. Whether you loved it or it wasn’t for you, the Halftime Show commanded attention, igniting conversation and driving engagement on a massive scale.?From bold storytelling to innovative design, brands once again proved the power of marketing on one of the world’s biggest stages. Great messaging isn’t just seen, it’s felt. What was your favorite commercial during Super Bowl LIX? Let us know in the comments, and follow us on socials @KatePhilipsCo for more marketing insights.