SUPER BOWL Budweiser made like the Seattle Seahawks on Super Bowl Sunday and decisively declared victory over its rivals. The AB InBev beer brand scored a record 10th win on the USA Today Ad Meter, and its second in a row. Budweiser's patriotic spot, called "American Icons," celebrates the brand's 150th anniversary with clips following its iconic Clydesdale and a bald eagle (whose real name is Lincoln and who is perhaps best known for flying around Lincoln Financial Field during Eagles home games) growing up together set to Lynyrd Skynyrd's "Free Bird." Budweiser, like the Seahawks, is hardly an underdog. This year, not only did it win the Ad Meter, but it also performed strongly according to several other ad rankers as well, which were based on a variety of factors like emotional resonance, engagement, and social mentions. - The beer giant had the largest volume of social mentions of any Super Bowl brand, with 13.7%, according to the market research company Ipsos.
- It also came in at No. 8 on measurement platform EDO's list, which graded Super Bowl ads based on engagement signals including searches for the brand, site visits, and app downloads immediately after ads aired. "American Icons" got 4.1x the engagement of the median ad in this year's Super Bowl, EDO found.
Across the board, Lay's, Dunkin', and Michelob Ultra also appeared repeatedly at the top of various ad rankers, demonstrating that while different strategic and creative approaches can lead to Super Bowl success, it's hard to compete with legacy. Continue reading here.—AM | | |
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AGENCIES Film producer Andrew Panay is currently shooting Somedays, a feature film about an unusual friendship between a delivery driver and a teenage girl starring Billy Bob Thornton, Pamela Anderson, and Ariana Greenblatt. At the same time—and sometimes on the same set—he also hammered out the details for a Super Bowl commercial for T-Mobile. Panay, who produced films like Wedding Crashers and Hulu's Swiped, is the founder of Panay Films, a film production company and brand agency that frequently works at the intersection of Hollywood and brand marketing. After previously partnering with T-Mobile, Panay Films teamed up with the brand for T-Mobile's 13th consecutive year in the Big Game on an ad that Panay described as "off the hook." In the 60-second spot, which aired in the second quarter of the game, the Backstreet Boys surprise a group of real T-Mobile customers at its Times Square store with an impromptu brand-ified performance of "I Want It That Way," during which they croon about the benefits of T-Mobile. Actor and comedian Druski, who was recently named T-Mobile's "chief switching officer," appears in the spot overcome by emotion, while mgk (fka Machine Gun Kelly) gets the short end of the BSB Army–wielded stick, showing up to perform to an empty room after the crowd follows the Backstreet Boys into Times Square and beyond. It's not every day that filmmakers work with multigenerational talent like the Backstreet Boys, and Panay, who at this point is a Super Bowl advertising veteran, said creating the ad itself was an exercise in risk-taking. "This is shot like, we're either getting it or we're not," Panay told Marketing Brew. "And I ain't getting the Backstreet Boys again out in the middle of nowhere." Read more here.—JN | | |
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COWORKING Each week, we spotlight Marketing Brew readers in our Coworking series. If you'd like to be featured, introduce yourself here. Jason Ing is the chief marketing officer of Typeface, an AI-powered marketing platform. He's also had high-level marketing roles at Amazon and Prime Video, Microsoft and Xbox Live, and the payroll and benefits company Gusto. Favorite project you've worked on? One of the projects I'm most proud of was helping build the brand and shape the narrative for Amazon Web Services (AWS) during my time there. Before AI took center stage, our goal was to convince the world that the transition to the cloud was not only viable, but inevitable. We partnered with the biggest sports leagues in the world—NHL, Formula 1, Bundesliga, Six Nations Rugby—to show how data and cloud technology could enhance the in-game viewing experience through advanced stats and predictive data. It was a really powerful way to connect a complex technology to something people care about by making it tangible, useful, and human. What's your favorite ad campaign? The GoDaddy Airo campaign with Walton Goggins. It was clever, culturally well-timed, and deeply relatable. I loved how it showed the very real hustle of turning an idea into a business, with the product in the background—always a hard balance to strike. GoDaddy beautifully toed the line between earning attention and driving action, selling a functional solution with a real business outcome while being creative, emotional, and memorable. To me, that's the kind of work that sticks—when it tells the truth, earns the moment, and makes the product feel like a natural part of the story. Continue reading here. | | |
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EVENTS Do you have fresh insights, practical lessons, or a unique perspective to share with a room full of marketers? We're accepting pitches for speaker presentations at the 2026 Marketing Brew Summit on a rolling basis. Submit your best ideas here for our review by March 15 for consideration. |
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FRENCH PRESS There are a lot of bad marketing tips out there. These aren't those. Football forever: NFL hangover? YouTube's latest Culture & Trends Report spotlights the league's strategy on the platform. Sounds right: This month's top trending songs on Instagram. Stay relevant: A new report looks into how brands can remain relevant without sacrificing trust. Story time: Be the executive who can tell a clear equity story. Fidelity Private Shares helps early- and growth-stage companies stay investor-ready with cap table, data room, and scenario modeling. Learn more.* *A message from our sponsor. |
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JOBS | Real jobs, shared through real communities. CollabWORK brings opportunities directly to Marketing Brew readers—no mass postings, no clutter, just roles worth seeing. Click here to view the full job board. |
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JOINING FORCES Mergers and acquisitions, company partnerships, and more. - Ōura, the maker of smart health-tracking rings, was named the official wearable of Team USA and the LA28 Olympic & Paralympic Games.
- Santander's sponsorship of the Atlassian Williams F1 Team has come to a close. Barclays will replace the Spanish banking giant as Williams's official banking partner.
- General Mills Canada, a longtime Team Canada sponsor, is leveraging the partnership this Olympic cycle with a Cheerios campaign spotlighting the story of Canada's women's national ice hockey team captain Marie-Philip Poulin.
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