What actually sticks the morning after the biggest media night of the year? We gathered the Campfire team to break down Super Bowl 60 through a marketer’s lens. The ads, the halftime energy, and the strange alchemy that turns a 30-second spot into a real cultural moment.
Instead of tallying celebrity cameos, we dig into why some ideas pulled people off the couch and into the experience, while others faded the second the game came back on. From Coinbase’s polarizing karaoke moment that engineered participation, to the growing use of AI, de-aging, and digital resurrection that left many viewers uneasy, we explore where innovation worked and where it missed the human mark.
We also spotlight ideas built for utility and momentum. Liquid I.V.’s bathroom blitz, Ring’s lost-dog rescue, and brands that extended beyond the broadcast with puzzles, takeovers, and lead-up campaigns that turned Sunday night attention into Monday conversation. The halftime show sparked its own debate, reminding us that when millions are watching with divided attention, clarity beats complexity.
The takeaway is simple. Whether you’re planning national or local, B2C or B2B, the brands that win are the ones that build for participation, design ideas that travel, and respect the medium they’re showing up in. Sometimes the message matters less than how people experience it together.
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