If you’re a fan of customer experience, you need to start paying attention to how events like the Super Bowl can provide valuable insights.
The Super Bowl isn’t just a sports event, it’s an entertainment spectacle, and the marketing from brands that take part in this game is proof of that.
Hi, my name is Gustavo Barbosa, and I’m responsible for the content strategy at Dialogi.ai. To be honest, I follow the NBA much more than the NFL, and it’s another league that puts on an entertainment show. And that makes sense, right?
Entertainment is embedded in American culture; they know how to captivate their audience in everything they do. But what really fascinates me are the commercials.
These campaigns evoke all kinds of emotions—making us laugh, cry, and reflect. But you might be wondering: Gus, what does this have to do with customer experience? Here are a few key takeaways that I believe can be applied to CX:
Emotion creates connection
The most memorable ads are those that stir emotions in the audience. Customer service should aim to do the same. Companies that humanize interactions—understanding the customer's context and real needs—build lasting relationships.
Creativity drives engagement
Super Bowl ads break the mold. They innovate, surprise, and captivate. In customer service, a creative touch—whether in the way responses are crafted, how interactions are personalized, or how needs are anticipated—can turn a routine experience into something unforgettable.
A good story makes the message stick
The most iconic ads tell compelling stories. In CX, every interaction is an opportunity to create a narrative that strengthens customer relationships and reinforces brand identity.
Be sure that the fans who attended the game between the Philadelphia Eagles and the Kansas City Chiefs weren’t there just for the football—they were there for an unforgettable experience that happens once a year, every February. And the truth is, the impact goes beyond the stadium; it reaches viewers watching on TV or online.
Everything is designed to make that moment unforgettable—from the touchdown celebrations to Kendrick Lamar’s halftime show, from Nike, Pringles, and ChatGPT commercials to the Eagles’ championship victory.
In other words, every detail matters. And if we apply this mindset to CX, customer service can truly take off.
