Super Bowl LIX is fast approaching, and while millions tune in for the game, the commercials remain one of the biggest highlights of the night. For brands, this is the ultimate test — will their $8 million, 30-second spot resonate or fall flat?
Funny ads almost always perform well nationwide, but beyond the humor, it’s about how they connect with the consumer. For the New Heartland audience — a vast consumer group spanning the Midwest, Southeast and parts of the Southwest that wields a collective $6-8 trillion in purchasing power — the answer depends on how the ads intersect with their core values of faith, community and family. These aren’t just buzzwords; they’re deeply ingrained in how New Heartland consumers make purchasing decisions and build brand loyalty.
Some brands will get it right, crafting messages that feel genuine and aligned with what matters most to this audience. Others will miss the mark, either by over-indexing on trends that don’t resonate or by delivering messages that feel disconnected or even alienating.
Ads That Will Win Over the New Heartland
1. Lay’s “The Little Farmer
Lay’s returns to the Super Bowl with The Little Farmer, a heartwarming ad that tells the story of a young girl who discovers a fallen potato, plants it, and nurtures it into a full harvest. The commercial highlights the dedication of the more than 50 family-owned farms that supply Lay’s potatoes, reinforcing values of hard work, perseverance and tradition.
For New Heartland residents, this message will resonate deeply. The portrayal of farming life, family bonds and the journey from farm to table aligns with their appreciation for hard work and respect for the land. By celebrating agriculture and community, Lay’s strengthens its connection with this audience and reinforces brand loyalty through shared values.
2. Bud Light’s “Big Men on the Cul-De-Sac”
Bud Light’s latest Super Bowl ad brings together Post Malone, comedian Shane Gillis and Peyton Manning for an impromptu neighborhood block party. Swapping their usual high-profile personas for suburban dad attire, the trio turns an ordinary, lackluster gathering into an epic backyard bash. With a cooler packed with Bud Light, a lawn mower doubling as a grill and leaf blowers launching cans across the cul-de-sac, they quickly turn the quiet street into a lively party scene. With humor and heart, it’s a perfect fit for those who cherish a good time with neighbors, good drinks and even better company.
3. Instacart’s Nostalgia-Driven Ad
For its first-ever Super Bowl commercial, Instacart is pulling out all the stops, featuring a cast of beloved characters including the HEINZ Wiener Dogs, the Old Spice Guy (Isaiah Mustafa), Kool-Aid Man and the Pillsbury Doughboy.
This approach works for the New Heartland audience because nostalgia is a powerful emotional driver. People in this region value tradition, and seeing these familiar figures taps into fond memories. Plus, by emphasizing home, food and family, the ad reinforces core values that matter most to this group.
4. The Return of “He Gets Us” Ads
Following the success of last year’s He Gets Us campaign, another faith-based ad is set to air during Super Bowl LIX — but this time, with a modern twist. The 2025 commercial uses artificial intelligence to generate images that reflect the teachings of Jesus, showing various depictions created by AI. As the ad progresses, the message becomes clear: while technology can replicate images, it can’t replicate true, unconditional love. The tagline, “Jesus’ love was never artificial” delivers a direct contrast to today’s AI-driven world, reinforcing the idea that faith, compassion and human connection are irreplaceable.
Faith remains a cornerstone of New Heartland culture, and while not every viewer will connect with the message, a significant portion of this audience will appreciate an ad that acknowledges and respects their beliefs.
5. Robert Kraft’s “No Reason to Hate” Campaign
The New England Patriots owner has enlisted Tom Brady and Snoop Dogg for a Super Bowl ad that promotes his Foundation to Combat Antisemitism. The commercial, part of the No Reason to Hate campaign, features Brady and Snoop debating why they should dislike each other, ultimately exposing the absurdity of hate and division.
For New Heartland consumers, this ad taps into the ideas of community and unity. While much of the country is deeply divided, this audience appreciates messaging that promotes togetherness and moral conviction. It’s a smart move, delivering a meaningful message in an engaging way while avoiding political landmines.
Final Takeaways for Brands
For marketers hoping to connect with the New Heartland audience during Super Bowl LIX — or any time — the formula is simple:
Do:
- Celebrate community and family
- Use relatable storytelling and nostalgia
- Focus on positivity and togetherness
Avoid:
- Overly political or polarizing messages
- Cold, impersonal or AI-driven narratives
- Edgy humor that alienates family audiences
The Super Bowl remains one of the biggest branding opportunities of the year, but only for those who understand their audience. Brands that honor what truly matters to the New Heartland will win more than just ad awards — they’ll win lifelong loyalty.