The Super Bowl isn’t just the biggest game in sports. It’s the biggest test in marketing. When you get that many viewers, you can’t afford to fumble your Super Bowl ad.
That’s why we brought in former NFL linebacker, investor, board member, and reality TV host Dhani Jones to unpack the winner’s mindset every CMO needs when the spotlight’s on and the stakes couldn’t be higher.
If you’re a CMO staring down a Super Bowl ad (or any career-defining moment), consider this your pregame speech.
The danger of playing not to lose
Dhani doesn’t mince words when it comes to leadership, on the field or in the boardroom.
“Don’t be a Chief Placeholder Officer.”
You don’t win Super Bowls by protecting your legacy. You win them by acting like you still have something to prove.
Tom Brady is a good example. Dhani played with him and against him. The rings are obvious. The greatness is documented. But the detail that stuck with Dhani had nothing to do with trophies.
“No matter how much he’s won, he still plays like he’s got a chip on his shoulder,” Dhani says. “He’s constantly pushing himself in the places where he’s most comfortable.”
That mentality is exactly what separates sustained greatness from short-term success in both football and marketing.
Too many CMOs start protecting the brand the moment they get category leadership. They stop challenging assumptions. They stop taking swings. They optimize instead of reinventing.
Brady never did that. You shouldn’t either.
Even at the top of his game, Brady trained like someone trying to earn his spot. He questioned himself. He looked for edges where others coasted. And that relentless self-pressure is why he stayed dangerous for decades.
For CMOs, the parallel is clear: the moment you start acting as if you’ve arrived is the moment your relevance starts slipping. Complacency kills momentum. Confidence without curiosity kills growth.
The best marketing leaders, like the best quarterbacks, stay hungry, especially when the lights are brightest.
Why every leader needs a halftime moment
Halftime in an NFL locker room isn’t about hype. It’s about honesty. Dhani describes it as a 20-minute, expletive-filled reset: brutal feedback, total focus, and absolute clarity about what’s working and what isn’t.
“Everything restarts at halftime.”
Most brands don’t get that luxury. There’s no official pause when budgets are tight or relevance is slipping. That’s why Dhani believes leaders must build their own version of halftime.
That means surrounding yourself with people who will tell you the truth: coaches, board members, friends, and advisors who understand where you’ve been and where you’re trying to go.
For Dhani, one of those voices was Carla Harris of Morgan Stanley. Her philosophy shaped his approach to leadership and board governance: You’re there to coach. To challenge. To make the team better. Winning is never a solo act.
What makes a Super Bowl ad actually work
A Super Bowl spot isn’t just another campaign. For agencies and brands alike, it’s a career-defining moment.
Dhani’s advice to CMOs is blunt:
Hire the best agency you can find. Demand sticky, unforgettable creative. And above all, understand the cultural moment you’re stepping into.
Fumbling the Super Bowl isn’t usually about bad production. It’s about missing the emotion, relevance, or timing that makes people care.
Some of Dhani’s all-time favorites include:
- Verizon’s Buzz Aldrin commercial
- Colgate’s Every Drop Counts
- Cetaphil’s Game Time Glow
- Budweiser’s First Delivery
- Budweiser’s “Bud” “Weis” “Er”
But his all-time GOAT?
Prince. Purple Rain. In the rain.
Perfect performance. Perfect timing. “Who are we to throw a flag on that play?”
The highlight reel
Whether you’re stepping onto the field or launching a once-a-year brand moment, the lesson is the same:
You don’t win by playing not to lose.
You win by preparing relentlessly, trusting the right voices, taking smart risks, and showing up when it matters most.
Because when the lights are brightest, placeholders disappear.
And legends show up.
Want more?
Watch the full episode of Question Everything to hear Dhani’s unfiltered take on Super Bowl pressure, boardroom truth-tellers, and the risks most CMOs are afraid to take.” From a Miami arrest story to a surprise halftime cameo from 72andSunny’s Damaune Journey, the sidelines of this episode are stacked. Watch the full episode of Question Everything and tell us your favorite Super Bowl spot of all time.
ABOUT THE QUESTION EVERYTHING PODCAST
Part interview, part therapy, part Price Is Right, the Question Everything podcast puts your favorite CMOs and thought leaders in the hot seat. That means while they're facing off against our game board, you'll learn from the successes and failures of the best in the biz who were daring enough to be curious.
