Watch the Regional Ads Airing During Super Bowl 59

The secret to saving during the Super Bowl: Brands can still reach millions of viewers without shelling out $8 million for a national ad.

Regional ad buys have led to nationally memorable moments in the past. The Farmer’s Dog topped the USA Today Ad Meter in 2023 with its emotional regional spot. Other regional ads, like Busch Light’s campaign featuring Kenny G and Sarah McLachlan, have stood out on the national stage with regional media.

Regional buys are flexible. Advertisers can choose which markets they want to air in, from a single city, to select cities, to multiple markets across the country. The key is choosing the regions that will maximize eyeballs and potential customers.

“Local Super Bowl buys provide the same in-game exposure and impact, but focus efforts on priority markets,” Shivanthi Vannan, head of marketing, Midea America, said of his company’s decision to advertise regionally during the game. “Smaller, localized Super Bowl buys can deliver outsized value when paired with a thoughtful, multi-channel strategy.”

Below, we round up some of the best regional creative for the Big Game. Check back often for updates leading up to Game Day.

Tullamore D.E.W.

Enjoying live music with neighbors at the pub is a time-honored tradition in Ireland. Irish whiskey brand Tullamore D.E.W. is putting a modern-day twist on that heritage in its Super Bowl spot, which will air in the Chicago area.

In “Anthems,” local pub-goers join together to sing an anthem that addresses how modern technology keeps people from interacting in person. The piece pokes fun at distractions like social media as people come together in real life to share a drink, a song, and a laugh.

Midea America

Midea, one of the world’s largest appliance manufacturers, is looking to grow its presence in the U.S. with a regional Super Bowl buy. The ad, created by Confidant, will run in Seattle, Charlotte, and northwest Arkansas, among other locations.

“While Midea has been creating innovative products for over 50 years, many consumers are unfamiliar with us. That’s why we launched the ‘Midea Makes the Wow’ campaign with bold and fresh creative designed to capture attention,” said Shivanthi Vannan, head of marketing, Midea America.

Spruce

P&G is using a regional Super Bowl buy to introduce its latest product, Spruce, a fast-acting weed and grass killer that’s safe for use around people and pets. The ad, to be seen in 19 markets, features ’90s group, the Baha Men, making a nod to the 25th anniversary of their signature song, “Who Let the Dogs Out.” The answer: it’s Spruce. As dog lovers, The Baha Men got excited about the launch, according to the brand. 

Georgia Aquarium

The Georgia Aquarium and agency Doe-Anderson are breaking a regional, multi-city brand campaign, “Where Wonder Lives,” with a pre-game Super Bowl buy and in-game ad in 10 target markets: Ashville, Greenville, Charlotte, and Raleigh-Durham, N.C.; Jacksonville, Fla.; Birmingham, Al.; and various metro areas in Georgia. The campaign will run across live and streaming TV, as well as print, social, digital display, OOH, digital video, and digital audio.