Hot off the Ink Drop

The Super Bowl always brings spectacle, but the ads people keep talking about do something else entirely. They lean into familiarity, trust the audience, and let culture do the work.

Dunkin’ turns nostalgia into a shared inside joke. “Good Will Dunkin’” plays like a lost ’90s sitcom pilot, stacking NBC legends, Boston lore, and self-awareness into a spot that feels earned instead of forced. It works because it knows its audience and never explains the joke.

⚡ Get inspired: Loyalty lands harder when it feels near and dear. This lookbook shows how brands make loyalty visible, personal, and easy to recognize in everyday interactions.

More from the week

Grubhub makes the offer the punchline. An oddball dinner party, escalating chaos, and a perfectly timed Clooney entrance all serve one clear message: fees are gone. The humor works because the value is unmistakable and repeated until it sticks.

⚡ Get inspired: Clear value wins when execution stays flexible. See how Cineplex scaled dynamic content across channels and freed up time to test, learn, and drive incremental revenue.

Pepsi Zero Sugar pokes the bear and lets the world react. By reviving the polar bear and flipping the iconic taste test, Pepsi doesn’t just take a swing at its top competitor, it invites viewers to pick a side. The idea travels because it’s simple, bold, and instantly legible.

⚡ Get inspired: Cultural moments move fast, but relevance still needs grounding. Our Retail AI Report breaks down how teams are using AI to stay responsive without losing intent or trust.

Fanatics Sportsbook turns betting into participation. “Bet on Kendall” leans into internet lore and invites fans to actively engage, not just watch. By letting audiences bet with or against the premise, the brand turns a single spot into an ongoing play.

⚡ Get inspired: Early engagement sets the tone. This blog breaks down why the first 72 hours after opt-in are where loyalty is won or lost, and how personalization needs to move as fast as behavior does.