IW Roundtable - How Brands Can Win Big Cultural Moments Like The Super Bowl With Creators - 48 Experts Weigh In

How Brands Can Win Big Cultural Moments Like The Super Bowl With Creators: 48 Experts Weigh In

For decades, major cultural events - from the Super Bowl and the World Cup to award shows and global sporting finals - have represented the biggest stages in advertising. These moments concentrate attention at a scale brands can’t replicate elsewhere. But, as Super Bowl LX (Feb. 8, 2026) approaches, it’s becoming clear that the real competition no longer begins and ends on game day. Trailers drop weeks in advance, creators dissect teasers in real time, and conversations spill across social feeds, group chats, and second screens long before kickoff.

This year’s lineup reflects that shift. From celebrity-driven commercials to creator-led campaigns - including MrBeast’s partnership with Salesforce - brands are acknowledging that attention is no longer centralized around the TV broadcast. Fans don’t just watch ads; they experience them through creators who already hold trust, cultural proximity, and distribution across platforms.

As a result, reach alone is no longer the differentiator. The brands that stand out treat the Super Bowl as a multi-week cultural cycle, not a one-night media buy. They involve creators early to seed anticipation, empower them to react in the moment, and extend the story long after the final whistle.

With that context in mind, we asked 48 industry professionals, strategists, and creator partners a central question: How should brands partner with creators to maximize the opportunity of big cultural events such as the Super Bowl?

Check out the full roundtable here