What Super Bowl Ads Teach Us About Belief and Belonging

Snacks stacked. Drinks poured. And for a few hours, the nation watched stories unfold—not just on the football field, but in the Super Bowl commercials that carried messages far beyond the brands they represented.

This year, three of the most powerful Super Bowl ads weren’t just selling products. They were about children. Children who dreamed bigger, worked harder, and proved to the world they are “somebody.” They reminded us of something school superintendents and leaders already know: kids are capable of more than we sometimes expect. And when we believe in them? That’s when the real magic happens.

The Smallest Clydesdale, the Biggest Heart

Budweiser did it again. Baby Clydesdales. They know exactly what pulls at our hearts—not just adorable animals, but tradition, resilience, and the quiet power of belonging.

This year’s ad told the story of a young foal, watching as the older, stronger horses prepare for a delivery. It wants to help, to be part of the team—but it’s not chosen. Too small. Too inexperienced. Not ready.

If you’ve ever watched a Budweiser Clydesdale ad, you know what happens next. But even knowing doesn’t lessen the emotional pull on our heartstrings.

What’s the lesson for school leaders?

A story about a big win is fun. But a personal story—the one about the overlooked or struggling student who rises to the occasion? That’s where emotional connections are made. That’s what people remember.

Look for those stories in your district. Find the students and staff who are proving themselves every day. Tell the small stories. Let them shine. Because sometimes, the smallest Clydesdale carries the biggest load.

The Little Farmer Who Ran the Show

Then there was Lay’s “Little Farmer” commercial. Some ads make us laugh, some make us cry. We admit to a little of both with this one.

Who would have thought a potato chip company would give us one of the most touching moments of the night? It’s a story about a little girl on a farm who is watching, learning, and waiting for her moment to help.

She watches as adults drive off to harvest the massive potato fields. She’s too small to help, too young to be responsible for real work. But then she finds something.

A single potato.

She takes it in her hands like it’s the most important thing in the world. And maybe, to her, it is.

From that moment on, she becomes a farmer in her own right. She plants it, tends to it, waters it. She camps out in the rain to protect it. And when the time comes—when that single potato is finally ready—she holds it up with quiet, hard-earned pride.

Because she knows what it took. And that’s all that matters.

What’s the lesson for superintendents?

Some students are plowing whole fields, winning championships, acing tests. Others? They are fighting, every single day, just to grow their own small victory.

Maybe that student who turns in a single homework assignment stayed up all night helping younger siblings before getting to their own work. Maybe the student who seems distracted in class spent the night in a car because their family lost housing. Maybe the family who seems disengaged spends every ounce of their energy working through behaviors, emotional struggles, and survival—leaving little time or capacity for classwork at all. Maybe the one who finally made it to school on time had to navigate challenges we’ll never see. 

The world celebrates the biggest fields. But we must also honor the single potato. Because for some students, that small harvest took everything they had.

✅ Are we making space for all families to feel seen and understood? If our messages only celebrate traditional academic success, we may unintentionally alienate those who are working just as hard in ways we don’t measure.

✅ Are we communicating with empathy? Families struggling with behavioral challenges, instability, or overwhelming stress aren’t disengaged—they’re exhausted. Instead of only asking why they aren’t attending meetings or responding to emails, how can we remove barriers and offer support?

How We Can Shift Our Approach

• • Balance the Stories We Tell – Celebrate the full spectrum of success, from high achievers to the often-overlooked “average” and those overcoming incredible odds.
  • Rethink Engagement – If families aren’t showing up to traditional events, ask why.
    Maybe it’s not families feeling disengaged, maybe it’s our traditional events not working for modern families.
  • Lead with Empathy – Instead of assuming a lack of effort, assume invisible struggles. Approach communication with curiosity and care: “How can we support you?” instead of “Why haven’t you responded?”

The Power of One Believer

​​The most inspiring (aka gut-wrenching) commercial of the night wasn’t from a major sales brand—it was from the NFL.

If you haven’t seen Somebody, queue it up. It’s an impactful minute that is well worth your time.

The message was simple—so simple that a child could say it, over and over:

“I am somebody.”

That’s it. No corporate jargon. No complicated mission statement. Just words that unify, inspire, and foster belonging.

What’s the lesson for school communicators?

Words hold power. The right words—clear, meaningful, and memorable—can shape the identity of an entire school community.

✅ Does your mission inspire? If someone walked into your school right now and asked a student or staff member what your district stands for, could they answer without hesitation? A mission statement isn’t just something to hang on a wall—it’s a guiding force that should be felt, spoken, and lived daily.

✅ Can your staff recite it from memory? The most powerful messages are the ones people know by heart. If the words meant to guide your schools aren’t being said beyond leadership meetings, they’re not working hard enough for you.

✅ Are your words bringing people together? In a time of division, a simple, powerful message can be a unifying force. Schools don’t just educate; they bring communities together. What is the phrase that reminds everyone—students, staff, families, and partners—why they are part of something bigger?

We can lead with powerful messaging by infusing it into everyday communication. Staff meetings. Social media. Classroom posters. Parent emails. The message of who you are and what you stand for should be woven into every touchpoint. 

Because the most powerful words aren’t the ones buried in handbooks or policy documents. They’re the ones people carry with them—words that remind them why they belong.

Does your school have those words? If not, it’s time to find them.