Super Bowl LIX Ads: What They Reveal About Consumer Trends (and What That Means for Your Dental Practice)

With a staggering, record audience of over 130 million viewers and a jaw-dropping $8 million price tag for every 30-second commercial, Super Bowl LIX ads aren’t just entertainment—they’re a masterclass in consumer psychology. And if billion-dollar brands are willing to shell out that kind of cash to tap into trends, there’s definitely something we can learn and apply—yes, even in dentistry.

Yes, doctor, you are competing with these companies, as your patients might perceive what you do as “elective”.

So, what were the big themes this year, and how can they shape your practice’s marketing strategy? Let’s dive in.

1. Nostalgia: The Comfort Food of Advertising

Uncertainty makes people long for the “good old days”—a time when gas was cheap, phones had buttons, and Blockbuster was still a thing. Super Bowl LIX played into this craving for comfort with ads that resurrected beloved icons: Budweiser brought back the Clydesdales, Uber Eats served up “A Century of Cravings,” Lay’s introduced “Little Farmer,” and Haagen-Dazs revved up ‘60s muscle cars with an ice-cream-fueled, fast and furious joyride and 60’s music in the background.

Takeaway for Dentistry:

Tap into nostalgia with your branding. Showcase your long-standing history, highlight patient stories spanning generations, or bring back the retro charm in your marketing. Heck, throw in an ‘80s-inspired jingle if you dare, and if that’s the demographic of patients you wish to attract and make comfortable. Patients trust what feels familiar.

2. Emotion: The Ultimate Brand Glue

If a brand can make you feel something, you’re more likely to remember it. Lay’s “Little Farmer” ad, chronicling a young girl’s journey from growing a single potato to a full-blown bag of chips, melted hearts. And then there was the “He Gets Us” campaign, featuring a soul-stirring Johnny Cash melody that left even the toughest viewers misty-eyed.

Takeaway for Dentistry:

Humanize your brand. Share real patient success stories, highlight community involvement, and don’t be afraid to show the emotional impact of a healthy smile, a pain-free bite of an apple, or a good night’s sleep. People might not remember your latest promo, but they’ll remember how you made them feel.

3. DIY & Convenience: The Gold Standard of Modern Life

From tax prep to mortgage hunting to telemedicine (thanks, Him/Hers), ads made one thing clear: People want things fast, easy, and hassle-free. If your business isn’t offering convenience, you’re already losing.

Takeaway for Dentistry:

Make scheduling and treatment and payment as frictionless as possible. Online booking, text reminders, same-day procedures—these aren’t just nice perks; they’re expectations. If patients can’t easily get in touch with you, they’ll find someone else who makes it easier.  Give people options that make payments, seamless.  And please, offer some sort of telehealth option.

4. America Is Cool Again

Between Samuel L. Jackson donning an Uncle Sam suit and an abundance of red, white, and blue, there was an undeniable patriotic energy this year. If an apple pie had appeared on screen, it would’ve been game over.

Takeaway for Dentistry:

Leverage local pride and American values in your marketing. Community-focused messaging, support for local causes, and a bit of homegrown authenticity can go a long way in building trust.  Supporting veteran causes and offering them scholarships for care shows your patriotic stars and stripes.

5. Celebrity & Authority: Borrowing Star Power

If nostalgia tugs at our heartstrings, celebrities tap into our subconscious trust mechanisms. Super Bowl LIX was stacked with star power, but not just any celebrities—there was a clear strategy at play.  Boomers still have the money but Gen X is catching up and they’re big spenders.

Matt Damon and Ben Affleck are not just Hollywood royalty, but Boston royalty. These two could walk into a Dunkin’ Donuts, order in their thickest Southie accents, and instantly become more beloved than Tom Brady. So, when they appeared on-screen, Gen X and Millennials didn’t just watch—they listened.

Then there was Willem Dafoe, the ultimate character actor. If you need someone to exude quiet authority, unpredictable intensity, or just the vague sense that something really dramatic is about to happen, Dafoe is your guy. His presence alone makes any brand feel a little more prestigious (and maybe a little unsettling, in the best way possible).

Meanwhile, Catherine O’Hara brought the comedic gold. From Beetlejuice to Home Alone to Schitt’s Creek, she’s spent decades perfecting the art of being delightfully unhinged. The second she appeared, audiences knew they were in for something fun, warm, and maybe just a little bit chaotic.

And then came Meg Ryan and Billy Crystal. For rom-com fans, this was the holy grail of nostalgia. Their reunion was a love letter to Boomers, Gen X and older Millennials who still get misty-eyed thinking about When Harry Met Sally. Because if you don’t get a little emotional over their Katz’s Deli scene, then you haven’t had their pastrami, no mayo please!

Why This Worked:

Celebrity endorsements aren’t just about fame—they’re about connection. These actors weren’t just random A-listers; they were carefully chosen because they resonate with specific audiences on a deep, emotional level.  People trust familiar faces. Celebrity endorsements leverage the authority mechanism, which is a fancy way of saying, “If this successful, beloved person likes it, maybe I should too.”

Takeaway for Dentistry:

While you may not have Matt Damon or Serena Williams endorsing your dental practice (but hey, dream big), you can establish authority in your market (which you first have to clearly define). Feature testimonials from well-known local figures, showcase endorsements from respected professionals, or even highlight your own expertise with media appearances, awards, or advanced certifications. Piggybacking on celebrity is a great way to become celebrity-adjacent and at least capture an audience’s attention.  Build credibility, and people will trust you like they trust Billy Crystal to deliver a great punchline.

6. The Silent Statement: What Was Missing?

Sometimes, what’s absent speaks louder than what’s present. A decade ago, car commercials dominated Super Bowl ad space, making up a third of all ads in 2014. This year? Just 8%. Jeep and Ram (both owned by Stellantis) were the lone warriors, while other automakers stayed parked on the sidelines.

Why?

After all, auto companies have been pouring billions into modernizing and transitioning to electric vehicles (EVs) due to government mandates. But with shifting regulations, they’re caught in a branding limbo: Do they push EVs, hybrids, or good old-fashioned gas guzzlers?

Stellantis played it smart. Instead of focusing on a specific model, they promoted the brands—Jeep and Ram—letting consumers fill in the blanks.

Takeaway for Dentistry:

Your brand is bigger than any single service. Sure, straight teeth, a good night’s sleep, and implants are great, but what sets you apart? Build a strong, trustworthy brand that focuses on emotions people have after they’ve experienced your care, and patients will choose you no matter what services they need.

Your To Do List:

Answer these questions, and you’ll be on your way to capturing your own MVP award.

Final Thought: Marketing Lessons from the Big Game

Super Bowl ads aren’t just about flashy celebrities and lovable animals (though, let’s be honest, those help). They’re carefully crafted reflections of what people crave: familiarity, emotion, ease, patriotism, and strong branding.

The question isn’t whether these trends apply to your dental practice—it’s how you’ll use them to stand out. Because if Lay’s can make people emotional over a potato, imagine what you can do with a smile.

To attracting your ideal patient,

Michael

P.S. Defining your market is the most important thing to do before embarking on any marketing campaign.   So, I’m offering you a gift of PPS’ resource to help.  Just respond by saying “I Want It” and you’ll be on your way to marketing success.