10 How Super Bowl Ads Became America’s Emotional Barometer

By Sandla Mushambavanhu

Why Super Bowl Ads Matter More Than Ever

What do talking babies, patriotic speeches, and job-seeking dads have in common? They’ve all starred in Super Bowl commercials, those high-budget, high-stakes ads that air during America’s biggest sporting event. But they do more than sell snacks and smartphones. Super Bowl ads offer a time capsule of how Americans feel at a given moment and how companies try to connect with those emotions. Our team posed the question: How have Super Bowl ads evolved in their use of emotional appeals like humor, fear, and nostalgia in response to political and social changes following the 2012, 2016, and 2024 U.S. elections? What we found was more than just a shift in marketing strategies.

Method: Tracking Emotion Across Election Years

We examined 18 commercials from three pivotal years: 2013, 2017, and 2025. These years followed major U.S. elections (2012, 2016, and 2024). This provided us with a unique perspective on how advertisers changed their messages in response to changing political and social climates. Through a quantitative content analysis, we classified each ad according to its primary emotional tone, such as humor, nostalgia, fear, or motivation. Then we noted any political or social commentary, including themes of unity, diversity, or economic challenges. Our coding process involved watching each ad in its entirety and then discussing its tone and message collectively. We used a comprehensive codebook to maintain consistency.

From Laughter to Fear: How Ads Mirror Social Shifts

In 2013, humor was the prevailing emotional appeal. Commercials like Volkswagen’s “Get Happy” and Oreo’s whimsical “Whisper Fight” aimed to entertain and provide lighthearted enjoyment. These ads emerged during Obama’s second term, a period marked by recovery from the financial crisis. There was a prevailing sense of optimism and stability, which the ads mirrored—avoiding political or serious topics. Brands opted not to take a stance; instead, the focus was on laughter and feel-good nostalgia. By 2017, everything shifted. Just a few months after Donald Trump took office, Super Bowl advertisements began to adopt more profound emotional and political themes. Airbnb’s “We Accept” campaign highlighted diversity and inclusion amid intense national discussions on immigration. Audi’s “Daughter” ad focused on gender equality, resonating with the #MeToo movement and broader dialogues about representation. This change indicated a more divided and socially aware audience. While humor remained, it often carried a significant message. Brands shifted from merely selling products to actively participating in societal conversations.

By 2025, the emotional landscape had shifted even more dramatically. Humor took a
backseat as motivation and fear became more prominent. Google Pixel’s “Dream Job”
ad featured a father using AI tools to prepare for a job interview while caring for his
child, reflecting widespread economic uncertainty and the growing role of artificial intelligence in daily life. Pfizer’s ad depicted a young boy imagining himself as a boxer triumphing over cancer, symbolizing health resilience in a post-COVID environment.

The Future of Ads: Selling Products—or Values?

These advertisements addressed pressing real-world issues such as job insecurity,
inflation, healthcare concerns, and ongoing political division. In 2024 and 2025,
Americans faced the repercussions of a cost-of-living crisis, increasing distrust in
institutions, and heightened mental health challenges. Advertisers recognized this
sentiment, and the emotional appeals in Super Bowl ads mirrored these worries.
Notably, our research revealed that 90% of Super Bowl ads in 2025 included messages
about diversity, reflecting current heated discussions about representation in media. As
states enact conflicting laws regarding DEI initiatives and schools debate curriculum
content, brands find themselves entangled in cultural conflicts. The recent Supreme
Court ruling on affirmative action has further fueled these conversations, compelling
marketers to rethink how they represent diversity in their advertising campaigns.

Looking Forward: Ethics, Emotion, and the Next Era of Ads

Looking ahead, our research suggests Super Bowl ads will continue serving as cultural battlegrounds. With AI-generated content raising new ethical questions and political ad spending reaching record levels, the 2024 Super Bowl may feature the most socially charged commercials yet. For consumers, this means every funny animal spot or celebrity cameo now comes with an unspoken question: What values is this brand selling?This evolution in emotional tone shows how deeply advertising is tied to the national psyche. It raises even more questions about how future ads will balance seriousness with humor. Ads aren’t just about selling anymore,they’re about reflecting the times.

Group Acknowledgements: Sandla, Evan, Fuad & Patrick.