The Super Bowl isn’t just a major sporting event; it’s become a cultural touchstone for advertising, a stage where brands vie for attention with increasingly elaborate and expensive commercials. This year’s game, featuring the New England Patriots and the Seattle Seahawks, was no exception, and alumni of the Virginia Commonwealth University Brandcenter played a significant role in shaping the advertising landscape. A total of 32 Brandcenter graduates contributed to ads aired during the broadcast, demonstrating the program’s continued influence within the industry.
The Super Bowl’s appeal to advertisers stems from its massive and engaged audience – exceeding 120 million viewers – and the opportunity to make a lasting impression. As Jodi Shelley, a 2000 Brandcenter graduate who has worked on multiple Super Bowl spots for T-Mobile, put it, the event “hits different” for those in advertising. Companies are willing to invest heavily to reach this audience with creative work that stands out.
T-Mobile, a long-time Super Bowl advertiser, once again leveraged the event this year, enlisting Shelley and her team to collaborate with the Backstreet Boys. This builds on the company’s established strategy of incorporating music and high-profile talent into its Super Bowl campaigns. Shelley noted that success with T-Mobile’s Super Bowl ads often comes from embracing a more relaxed and flexible approach.
Beyond T-Mobile, Brandcenter alumni were involved in a diverse range of commercials. Lindsey Evans, a 2023 graduate working as an art director at Wieden + Kennedy in New York, contributed to her first Super Bowl ad for Michelob ULTRA. The spot, directed by Joseph Kosinski (known for “Top Gun: Maverick” and “F1”), featured Kurt Russell teaching Lewis Pullman how to ski, aiming to capture the excitement of both the Super Bowl and the Olympic Winter Games. Evans described working on the production as “an extreme honor” and praised the talent involved.
The creative contributions extended beyond national brands. Meranne and Luke Behrends, co-founders of the agency Words from the Woods, crafted a commercial for Hancock Lumber, focusing on the reliability and ease of service the company provides to contractors. The ad depicted a contractor enjoying a serene drive through Maine, highlighting the peace of mind that comes with a dependable lumber supplier. They emphasized that in a competitive market, customer experience is a key differentiator.
RITZ crackers also featured a Super Bowl ad with contributions from five Brandcenter alumni – Morgan Aceino, Elizabeth Daniel, Troy Fultz, Ed Keithly, and Blair Seward – working with The Martin Agency. The commercial, starring Scarlett Johansson and Bowen Yang, centered around a party on “RITZ Island” and playfully addressed the concept of “saltiness” – both in personality and in the context of the cracker itself.
While many ads aimed for humor, others took a more emotionally resonant approach. Sam Dolphin, a freelance creative director for Mirimar, was part of the team behind Rocket and Redfin’s ad, which put a contemporary spin on the classic song “Won’t You Be My Neighbor?” The ad aimed to highlight the importance of community and the role Rocket and Redfin play in facilitating homeownership for people from all backgrounds. Dolphin explained the ad’s intention to encourage kindness and neighborliness, referencing Fred Rogers’ legacy and the current need for connection.
Several other brands also benefited from the expertise of Brandcenter alumni. Chris Trumbull (2010) worked on an Apple Music ad. Chris Colliton (2012) and Andrew Quay (2012) contributed to a Bosch commercial. Zach Brown (2019) was involved with a Cadillac Formula One spot. Adam Aceino (2011) worked on a Discover Puerto Rico ad. Craig Gerringer (2012), Andy Grayson (2004), Jon Hirsch (2016), Charles Hodges (2009), Zak Milner (2013), and Cody Pate (2013) all contributed to a FanDuel ad. Tristan Smith (2009) and Josh Rosen (2002) worked on a Google Gemini ad. Hannah Barr (2019) contributed to a Liquid IV ad. Dinma Onyekwere (2021), Alex Ward (2025), and Boyan Zlatarski (2025) were involved with an Oakley Meta Glasses ad. Amy Matheu (2012) worked on a United Airlines ad. And finally, Tom Naughton (2006) contributed to a Life360 ad.
The consistent presence of Brandcenter alumni in Super Bowl advertising underscores the program’s success in preparing graduates for the highest levels of the industry. Vann Graves, Executive Director of the Brandcenter, noted that the program’s alumni are “the creative minds behind some of the world’s most famous brands,” and that their involvement extends beyond established professionals to include those early in their careers. This achievement reflects the Brandcenter’s commitment to fostering talent and innovation in the advertising field.
