EP 32: Super Bowl storytelling with Shelle Santana

In Episode 32 of the Brand Slam podcast, co-hosts Steve Rosa and Joe Kayata are joined by Shelle Santana, Ph.D., assistant professor of marketing at Harvard Business School and Bentley University, to uncover the secrets behind Super Bowl commercials—just in time for the big game next weekend. Shelle shares how brands use the big game to connect with over 100 million viewers, crafting stories that tap into our emotions and resonate long after the final whistle.

Shelle dives into how social media has transformed the Super Bowl advertising landscape. Platforms like X and Instagram let brands engage directly with fans as their ads air, creating real-time buzz—or backlash. It’s no longer about the ad itself, but about the conversation that it sparks online and in living rooms around the world. And with stakes this high, at $7 million-plus per 30-second spot, every moment matters.

The conversation also highlights the strategy of releasing teasers before the game, a move that can generate early buzz but risks taking away the joy of seeing an ad for the first time during the event. Whether you are in it for the commercials, the halftime show, or the game itself, this episode will have you thinking about Super Bowl ads in a whole new light.

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