How to Make Sure Your Story Isn’t Tone-Deaf—Lessons from Super Bowl Ads
The Super Bowl isn’t just about football—it’s a storytelling showdown. Brands spend millions trying to craft the perfect ad that’ll get people talking. But sometimes? They miss the mark big time.
Remember Pepsi’s 2017 ad with Kendall Jenner? The one where she handed a cop a soda, and suddenly, all the world’s problems were solved? Yeah, that didn’t go over well. Why? Because it was tone-deaf—it completely misread the social moment it was trying to tap into.
Super Bowl ads that work? They’re the ones that feel authentic, well-timed, and actually connect with their audience. Like Hellmann’s 2025 ad featuring Meg Ryan and Billy Crystal, giving us a nostalgic nod to When Harry Met Sally—now that is how you use pop culture correctly.
So how do you make sure your storytelling doesn’t come across as cringeworthy or clueless? Let’s break it down.
1. Know Who You’re Talking To
Before you start telling your story, ask: Who’s actually listening?
Tone-deaf storytelling happens when brands (or people) don’t take the time to understand their real audience. The best Super Bowl ads? They get their crowd.
✅ DO THIS: Research what your audience cares about, what they laugh at, and what they roll their eyes at.
🚫 DON’T DO THIS: Assume your idea of what’s funny, cool, or inspirational is universally relatable. Spoiler: It’s not.
2. Read the Room (Seriously, Read It)
Ever walk into a party, tell a joke, and get blank stares? That’s what happens when you don’t pay attention to the cultural moment.
Pepsi’s protest ad? It failed because it tried to make a lighthearted ad about a very serious issue. Meanwhile, brands that nailed it, like Google’s “Loretta” Super Bowl ad, used real human emotion in a way that felt genuine and thoughtful.
✅ DO THIS: Stay aware of current events and social conversations. If you’re unsure whether something is appropriate, test it out on a diverse group of people first.
🚫 DON’T DO THIS: Jump on trendy topics just because they’re trending. If it doesn’t make sense for your brand, sit this one out.
3. Make Sure You’re in on the Joke (Not the Butt of It)
Humor is tricky. A great joke can make your brand legendary (hello, Tide’s Super Bowl campaigns), but a bad one? It can tank your reputation overnight.
Think about the Hellmann’s Super Bowl ad this year. They tapped into nostalgia with Meg Ryan and Billy Crystal, giving us that When Harry Met Sally diner moment with a funny food twist. It worked because it felt playful, familiar, and self-aware.
✅ DO THIS: Use humor that invites people in instead of punching down. Make sure you’re laughing with your audience, not at them.
🚫 DON’T DO THIS: Be edgy just to be edgy. If you have to explain the joke, it’s not funny.
4. Test Your Story Before You Release It
No one wants to be the Pepsi ad of their industry. Before you launch something big, test it.
Smart brands do this all the time. They run focus groups, test reactions, and tweak before something goes live. They know that what makes sense in a boardroom might not land the same way in the real world.
✅ DO THIS: Get outside opinions from people who don’t work for you. Pay attention to gut reactions.
🚫 DON’T DO THIS: Assume you’re the audience—you’re not.
5. Be Ready to Own It If You Mess Up
Even the best brands make mistakes—but the ones that survive own it, apologize, and do better.
If you ever put something out that doesn’t land well, don’t double down and get defensive. Instead, listen to the feedback, acknowledge what went wrong, and show how you’ll fix it.
✅ DO THIS: Take responsibility, adjust, and move forward with lessons learned.
🚫 DON’T DO THIS: Blame your audience for “not getting it.” (Cringe.)
Your Story Should Connect, Not Confuse
The best Super Bowl ads don’t just sell—they make us feel something. They make us laugh, cry, or remember something important.
The worst ones? They make us cringe. They miss the mark. They get dragged on Twitter.
So before you tell your next story, ask yourself:
✔️ Am I actually talking to my audience, or just talking at them?
✔️ Does this feel authentic, or am I forcing it?
✔️ If this were a Super Bowl ad, would people love it—or roast it?
Nail those questions, and you won’t just avoid a storytelling disaster—you’ll create something people actually connect with.
Want to Make Sure Your Story Sticks (for the Right Reasons)?
Let’s work together to make sure your storytelling lands the way you want it to. Book a free story coaching session with Scout Stories, and let’s craft a message that actually resonates.
I'm Erin Peterson, part of the team at Scout Stories. Think of us like a therapist, but for stories.
We listen and get the details out.
Provide perspective.
But most importantly, we teach you to create connections, build relationships that attract the right kind of attention.
Want to learn more? https://scoutstorytellers.com/