When Pop Culture Becomes Strategy: What Super Bowl Ads Reveal About PR Alignment

The Super Bowl has become more than a championship game. For years, it has functioned as one of the most visible public relations stages, but now more than ever, brands compete for cultural relevance just as much as consumer attention. In 2026, several standout commercials prove that effective PR goes beyond celebrity appearances. Instead, success relies on strategic alignment between talent, tone, and audience expectations.

Two campaigns that exemplify this approach were Poppi’s high-energy spot featuring Charli XCX and Rachel Sennott and Squarespace’s surreal commercial starring Emma Stone. While vastly different in execution, both ads are successful because they mirror the cultural identities these figures carry in film, television, and music.

Poppi and the Power of Cultural “Vibes”

Poppi’s Super Bowl commercial immediately leaned into chaos, humor, and overstimulation. Set in a college lecture hall that spirals into a full-blown party, the ad features Charli XCX and Rachel Sennott amplifying the moment with exaggerated energy and irreverence. Rather than explaining the product in detail, the commercial focuses on “vibes,” positioning Poppi as a lifestyle brand rather than just a beverage.

This approach aligns seamlessly with Charli XCX’s recent work in The Moment, which embraces hyperpop chaos, internet culture, and intentional excess. Her public persona signals unpredictability and cultural awareness, making her a natural fit for a brand that wants to feel current and unapologetically fun.

Rachel Sennott brings a complementary but distinct energy. Her show I Love LA centers on self-aware humor and commentary on young adulthood, ambition, and social dynamics. In the Poppi ad, her dramatic entrance and comedic timing reflect the same exaggerated self-awareness that audiences recognize from her on-screen work.

From a PR standpoint, this casting choice feels intentional. Poppi did not rely on star power alone. The brand leveraged the existing cultural narratives surrounding both women to communicate authenticity and be relevant to a Gen Z audience. The result is an ad that feels native to internet culture, increasing its shareability and conversation potential beyond the game itself.

Emma Stone, Squarespace, and Strategic Surrealism

Squarespace’s Super Bowl commercial featuring Emma Stone took a very different approach. The ad focuses on Stone’s obsessive frustration over securing a domain name, escalating into an increasingly surreal and uncomfortable narrative. While humorous, the tone feels cinematic rather than commercial.

This creative direction strongly echoes the energy of Bugonia, a recent film that leans into paranoia, fixation, and distorted logic. In Bugonia, Stone’s performance exists in a space where intensity and irrationality coexist, creating a sense of unease that keeps audiences engaged. The Squarespace ad mirrors this same feeling, compressing it into a short-form narrative that feels intentional and self-aware.

For PR professionals, this highlights the importance of persona alignment. Squarespace tapped into the version of Emma Stone that audiences currently associate with offbeat, unsettling storytelling. That alignment allows the brand to stand out in a crowded advertising environment without relying on traditional humor or spectacle.

The campaign also extended beyond the commercial itself, reinforcing Squarespace’s positioning as a brand that values creativity, storytelling, and individuality. By leaning into Stone’s recent film identity, Squarespace elevated its message while remaining culturally relevant.

What PR Students Can Learn from These Campaigns

Both the Poppi and Squarespace commercials demonstrate how modern PR relies on cultural fluency. These brands understood their audiences and selected talent whose current work aligns with the stories they wanted to tell.

Rather than forcing celebrities into generic brand roles, both campaigns allow personalities to remain intact. This approach strengthened authenticity and helped each message resonate more deeply. In a media environment where audiences are quick to dismiss inauthentic messaging, this kind of alignment becomes a powerful communication tool.

For PR students and professionals, these Super Bowl ads serve as reminders that successful campaigns often live at the intersection of pop culture, timing, and strategy. When brands meet audiences where they already are, the message feels less like advertising and more like participation in a shared cultural moment.

About Kristina

Kristina is a senior majoring in Advertising and Public Relations, serving as the CEO of GrandPR, which is directly affiliated with GVPRSSA. She is most excited to see the incredible work the GrandPR client teams will produce this year and to support them in advancing their skill sets. After graduation, Kristina plans to take a year to study for the LSAT before attending law school, aiming to combine her passion for strategic communication and advocacy in her future career.