This year, companies spent $8–10 million for a single 30-second
Super Bowl commercial, before production, celebrity fees, and
amplification even begin. It’s one of the biggest marketing bets
any company can make, and one of the few remaining moments of true
mass, real-time cultural attention. In this episode, the panel
tackles the real question behind the hype: Do Super Bowl
commercials actually work, or are brands gambling millions on a
flashy coin flip? To answer this question, we're joined by featured
guests and ad agency experts Anaka Kobzev (main episode and
included post-show) and Amelea Renshaw (post-show) who have both
been instrumental in shaping Super Bowl campaigns, among other
things: - Anaka has led global communications for legendary
agencies like McCann and TBWA and is Founder and Principal of
Through Line Advisory, helping brands to elevate their visibility
through strategic communications and content. - Amelea is Head of
Strategy at Lucky Generals NY, spearheading brand positioning,
award-winning creative campaigns, and comms thinking for brands
such as Universal (with a 2026 ad spot), Ally, Google, Peloton,
Pinterest, and Girls Who Code. Recorded in two parts, the episode
opens with a pre-game breakdown, where the panel evaluates the
economics, risks, and strategic rationale behind Super Bowl
advertising. After the game, the conversation continues with a
bonus after-show, analyzing what actually aired, which ads cut
through, which ones missed, and what patterns emerged across
categories like AI, finance, health, food and beverage. With
perspectives from brand strategy, communications leadership, and
deep agency experience, the group goes beyond “Was it funny?” and
instead evaluates ROI, readiness, cultural fit, and long-term brand
impact. Key Topics & Takeaways Why Super Bowl ads now cost 2–3×
more than a decade ago The difference between awareness,
engagement, and actual business impact When Super Bowl ads amplify
strength vs expose weakness Why creative misalignment can erase
millions in value The danger of confusing celebrity recognition
with brand recall How layoffs, market timing, and internal morale
affect ad perception Why some brands win with one ad and others
disappear entirely The rise of AI, health, and fintech themes in
this year’s game How pre-game leaks and post-game amplification now
matter as much as game night Strategic Frameworks Discussed
Readiness Test: If your operations can’t handle the spike, don’t
buy the spot Lifecycle Fit: Super Bowl ads work best at inflection
points, not desperation moments Creative Discipline: Entertainment
alone is not strategy Before / During / After: The ad is the spark,
not the fire Internal Alignment: Employees must understand the
“why,” not just see the spend Cultural Context: Tone matters as
much as message Who This Episode Is For CMOs and brand leaders
Marketing and communications executives Agency strategists and
creatives Founders considering big-budget awareness plays Anyone
curious why some Super Bowl ads become legendary and others become
memes The Big Question This Episode Answers Is a Super Bowl
commercial a smart investment or a very expensive ego play? Final
Take Super Bowl commercials can work, but only when the entire
business is ready to support the moment. Without operational
strength, creative clarity, and strategic intent, the biggest stage
in advertising doesn’t save brands, it exposes them. The real win
isn’t airtime. It’s alignment, execution, and what happens after
the confetti settles. Main Panel Aaron Wolpoff Melissa Eaton Chino
Nnadi Anaka Kobzev (Special Guest) Anaka's LinkedIn:
https://www.linkedin.com/in/anakakobzev/ Bonus After-Show Panel
(Post-game analysis only) Aaron Wolpoff Melissa Eaton Anaka Kobzev
(Special Guest) Amelea Renshaw (Special Guest) Amelea's LinkedIn:
https://www.linkedin.com/in/amelearenshaw/ Subscribe for more deep
dives where we fix big business problems with fresh perspectives. •
Website – www.wefixeditpod.com • Follow us on: Instagram –
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https://www.youtube.com/@WeFixedItPod If you liked this episode,
don’t forget to subscribe, leave a review, and share it with your
friends! Keep listening to find out how we fix companies and put
them back better than we found them. Disclaimer A quick disclaimer.
We are going into this somewhat cold and nothing we say should be
construed as legal advice, financial advice or anything that would
get us in trouble. These are our views and opinions. We're here to
ask the kinds of questions everyone's thinking, have an engaging
conversation, and maybe come to some conclusions that we feel are
worth exploring. By the end, if we fixed it, you're welcome. All
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