An $8 Million Dollar Mistake?

With more than 137 million viewers this year, the Super Bowl is still advertising’s biggest stage.

At about 8 million for 30 seconds, expectations are clear: breakthrough creative that sticks. But to me (and millions of others), this year fell flat.

More and more brands are leaning into celebrity-heavy ads, stacking recognizable faces without much clear strategy behind it. Like that Ritz Crackers spot. Why Bowen Yang, John Hamm, and Scarlett Johansson? Despite the big names, it landed on Yahoo! Sports’ list of 5 Worst Super Bowl Commercials.

The issue’s not visibility, it’s relevance. And that distinction is important.  Reach tells you how many people saw your ad. Relevance determines whether it meant anything to them. Meaning is what drives recall, affinity, and at the end of the day: purchase.

The most effective campaigns start with a clear understanding of the consumer—what they value, who they trust, and what earns their attention. From there, creative decisions become sharper, and partnerships feel intentional rather than forced.

When that foundation is missing, the result is familiar: expensive, high-profile campaigns that struggle to answer a simple question — who was this really for?

For the CPG brands we work with, the takeaway is straightforward. Before the next major investment, don’t start with who you can cast. Start with who you need to connect with.

Because without clarity, even $8 million isn’t enough.

Best,

Nicholas Schaefer