The Super Bowl is traditionally a showcase for lighthearted, memorable commercials. However, this year’s ads painted a distinctly darker picture, focusing heavily on themes of artificial intelligence, cryptocurrency, pharmaceutical interventions (GLP-1s), and politically charged branding —a sharp contrast to the escapism typically expected from the event.
A Reflection of Broader Trends
The shift in tone isn’t accidental. It underscores several key trends gripping the U.S. right now:
* Fear of Automation: AI is rapidly replacing jobs, leading to economic anxiety for millions.
* Financial Instability: The promotion of cryptocurrency during a period of economic uncertainty feels predatory rather than celebratory.
* Medicalization of Life: GLP-1s (weight loss drugs) are heavily marketed despite accessibility issues and potential long-term health impacts.
* Political Polarization: Ads referencing Trump and aggressive branding (like “Make America Healthy Again”) exploit existing divisions.
Social media users were quick to notice. One user described the ads as “straight out of a Black Mirror episode,” while another called them a symptom of a “cult.” A viral video showed Super Bowl viewers reacting with hostility when a Coinbase ad interrupted a feel-good moment, highlighting the disconnect between entertainment and aggressive branding.
Surveillance and Distrust
The Ring commercial, touting its AI-powered “search party” feature for finding lost dogs, sparked immediate outrage. Many saw it as a thinly veiled promotion of invasive surveillance technology, given Ring’s history of sharing footage with law enforcement (including ICE, despite company denials). This reinforces the growing distrust of tech companies and government overreach.
Worsening Economic and Mental Health Crisis
The ads’ themes align with a broader sense of unease. Costs are rising, jobs are disappearing, and anxieties about immigration enforcement are escalating. The RealFood.gov ad, funded by Robert F. Kennedy Jr.’s organization, felt particularly tone-deaf given the recent cuts to food stamps.
Experts note that this environment is creating a “national trauma,” triggering physiological stress responses in viewers. The constant exposure to such ads, combined with real-world stressors, can lead to fatigue, mood swings, and even depression.
The Bigger Picture
Super Bowl commercials aren’t the cause of these problems, but they are a symptom. The ads serve as a concentrated dose of the anxieties already simmering in society. While individual coping mechanisms (spending time with loved ones, limiting news consumption) can help, the underlying issues require systemic solutions.
The ads ultimately reveal a stark truth: America is living in an era of intense economic, political, and technological disruption—and the marketing reflects this reality.
