The Xfinity Jurassic Park Super Bowl commercial stood out to me because it perfectly blended nostalgia with a clever, lighthearted twist. Seeing the original cast back together this time in a world where the park actually works— felt joyful and unexpectedly heartwarming.
Instead of chaos, the ad imagined a “what if” scenario where technology makes the experience fun, safe, and connected, letting those iconic characters finally relax and enjoy the park. It felt like a mini story rather than a typical product pitch. The familiar score, smart humor, and subtle “Wi-Fi finds a way” message made it memorable without being overbearing.
Andrea Finn, Marketing Manager, Royal Credit Union
My favorite Super Bowl ads were Anthropic's Claude spots. The ads brilliantly mimicked the feel-good aesthetic of Claude's biggest rival with its praise and awkward pause, but then made a stark declaration: Claude won't serve you ads. These ads suggest that advertising in AI tools fundamentally corrupts the tool itself. When your AI starts pitching products mid-conversation, it's working for advertisers, not for you.
This matters because the top use case for generative AI is therapy. People pour their deepest anxieties, relationship struggles, and mental health concerns into these chat windows, seeking guidance in moments of real vulnerability. When that conversation gets mined to sell you products, the incentive structure becomes deeply problematic. Claude differentiated itself effectively by making a clear case: if you're seeking genuine guidance, choose the tool that isn't trying to sell you something.
Armand Parvazi, Strategic Adviser, CUCollaborate
I know I can't be the only one who never tires of the Boston "shtick", so this year's Good Will Dunkin' ad made me chuckle on more than one occasion. It combined just the right amount of nostalgia (a common theme, it seems) and some sitcom humor to really hit the 'sweet' spot.
Let's be honest, coffee & donuts are a pretty easy sell, but mix in our favorite 90's actors, throw on a laugh track, and this ad was one of the few that stood out during the game.
Brandon Hardy, Digital Marketing Strategist, Tower Federal Credit Union
Budweiser’s "Free Bird" ad was the standout for me this year. For their 150th anniversary, they didn’t bother with flashy celebrity cameos. They just paired a Clydesdale with a rescued bald eagle to the tune of Lynyrd Skynyrd’s "Free Bird," and let the nostalgia do the work. They weren’t just celebrating their own 150 years. They were paying homage to America’s 250th anniversary. It was a massive home run because it reminded everyone that they have been a constant for over a century.
This particularly hits home for me as we celebrate Apple Federal Credit Union’s 70th anniversary this year and have the same opportunity to lean into our legacy. We were founded in 1956 by 10 teachers who pooled their money to help a fellow teacher buy tires. That "people helping people" origin story is our version of the Clydesdale. Budweiser proves that a milestone anniversary isn't just a date on a calendar. It’s an invitation to remind our members why they trusted us in the first place.
Cynthia McAree, Chief Marketing Officer, Apple Federal Credit Union
One of my favorite Super Bowl ads this year was “Grubhub Will Eat The Fees”. I liked it because it turned a real customer pain point of delivery and service fees into a clear, attention-grabbing benefit.
The cinematic style and humor with “The Feest” made it stand out, while George Clooney added credibility and memorability. It’s a smart example of combining brand storytelling, audience insight, and product value in a compelling way.
Erin Macasek, VP of Marketing, BCU
My pick is the DoorDash ad with 50 Cent. I loved it because it felt quick, smart, and totally plugged into real-time pop culture. Instead of just dropping a random celebrity into a commercial, DoorDash leaned into 50 Cent’s current internet-troll energy (and the ongoing "beef" for Beef 101) and made the humor feel timely and relevant.
From a marketing standpoint, it also delivered a clear message: DoorDash brings you more than just food. Simple idea, strong execution, and a perfect blend of brand and buzz. That’s my kind of ad.
Hilary Kissell, Director of Marketing and Community Development, Embold Credit Union
While I'm partial to the funny Super Bowl ads, it was Rocket and Redfin's "Won't You Be My Neighbor?" featuring Lady Gaga that stuck with me. In a space crowded with so much hype, noise, and over-the-top special effects, the intimate, authentic, understated vibe of the commercial helped it rise above the rest.
Plus, who doesn't love Mr. Rogers? During this season of my life, I'm diligently working to get to know my neighbors and create my own village on my block. If there's anything the world desperately needs right now, it's more neighborliness and human connection. Even if this message would be more appropriately spread by credit unions than by big tech companies, I appreciate any opportunity to pay homage to Mr. Rogers' legacy.
Kerala Goodkin, Co-Owner and Director of Marketing & Impact, PixelSpoke