The Biggest Sounds of the Big Game
The 2026 NFL championship game, as usual, served up some big-time commercials. They included beer ads, AI products, weight loss drugs, cryptocurrency, gambling…and everything imaginable in between. Some were heartfelt, some spectacular, some unexpected, and some just downright silly. And this year, they seemed especially compelling as the game itself turned out to be stultifyingly dull. Add in the “battle of the halftime shows,” and there was plenty to watch and talk about between all the beer and munchies viewers consumed.
While this deluge of commercials provided a plethora of visual treats, at Stephen Arnold Music, we’re always fascinated by how the commercial spots sounded. Now, there are many tools in the sound designer’s toolbox, and how they create, assemble and mix them can make or break an advertiser’s message. So we picked a few spots out of the crowded commercial lineup, and we think these were the big audio winners.
Budweiser – Icons
This was an extremely emotional message, born from pounding hooves, the wings of a bird and a familiar rock anthem. It’s a masterclass in storytelling as it follows the development and partnership of an unlikely pairing, resulting in an uplifting and patriotic conclusion. The use of Lynyrd Skynyrd’s “Free Bird” makes an instant emotional connection with those viewers that grew up with this southern rock standard. All together, it’s a simple yet compelling soundtrack which stands out from the commercial clutter. And it certainly left us with “the sun in our eyes…”
Google Gemini – New Home
Simple piano. Soft keystroke sounds. And an intimate conversation between a toddler and mother about the anxiety of picking up and moving. It gives the viewer in an inside look at a family’s challenge made easier by the application of AI. It’s an especially challenging task, as many viewers view AI technology as perhaps threatening. But the simplicity and honesty of the dialogue, coupled with the soothing music makes one instantly comfortable with both the family moment and power of AI to create solutions. It doesn’t seem scary…it appears transformative.
Squarespace – Unavailable
It’s a sinister scene – black and white, gothic images combined with a piercing, horror movie soundtrack. The tension is palpable. The insistent violins grate on the nerves, the violent, smashing sounds of the laptops jar the ear, and Emma Stone’s screams punctuate the terrifying audio canvas. Well-placed orchestral “stabs” accentuate the drama as well. If you listen to it without the visuals, it still paints a macabre, horrifying image.
He Gets Us – More
Mix a relaxing, contemporary music track with a dizzying collage of soundbites about “More…”, and the message comes through, loud and clear, that rampant consumerism is dominant in our society. It’s most effective – since all the voiceovers and natural sounds are from different sources and genres, emphasizing the widespread belief that we all need to acquire “more stuff.” But suddenly, the audio transitions to an atmospheric, simple landscape with soft footsteps as the message is driven home. It’s a religious-based conclusion, but feels very relevant to our secular lives.
Yes Bueno
It’s difficult to establish a new brand name in today’s crowded commercial environment. First, you need to buy a spot in the Big Game for $10 million dollars! Secondly, you need to make SURE that your viewers get to know your brand name – and what it is. Following those parameters, this spot succeeds brilliantly. A spacy, dramatic track sets the soundstage. Playing off the expression “Bueno/No Bueno,” we see that it’s a candy bar, and that it tastes good (bueno). Repeat the name as often as possible, and you’ve got a chocolatey, caramel hit!
Rocket & Redfin
We all want to be a good neighbor, and Mr. Rogers taught us how when we were kids. Now combine his iconic musical theme with the powerful vocal talents of Lady Gaga, and it becomes the perfect audio accompaniment to the emotional story of this heartfelt commercial. Bolstered by natural sound and underlying voiceovers, the visuals portray the anxiety we feel without neighbors. But the spot evolves as her vocal performance soars in a crescendo, and we feel uplifted – just like we did with Mr. Rogers.
Dove – The Game is Ours
This is an inspirational message about girls’ positive body image, but not told in a literal sense. The spot starts with enthusiasm, clapping and foot-stomping, and crescendos into a celebratory, unified sound that uplifts one’s spirits. As natural sound is added, it evolves into a story that celebrates and supports unity and love. No voiceover is necessary as the audio cuts back to reveal the compelling message about young women. The entire soundtrack is infectious and invites our ears to participate.
These commercials represent the best techniques in sonic branding, and drive home the message that more emotional impact is driven through sound than through visuals. On second review, try watching them with the sound turned down. You’ll immediately see that engagement drops with no audio support. Even though this football season is over, I’m sure many advertisers are already working on their creative for next year. We can hardly wait!