This special Super Bowl edition of AdLand is brought to you by Tatari.
The Super Bowl represents the most premium, complex, and closely held inventory in television. For brands, it is not simply a media buy but a strategic moment that requires scale, access, and deep coordination across multiple partners.
Increasingly, brands rely on Tatari to help them scale their TV campaigns, guiding them through a disciplined, data-driven path into TV and live sports. Rather than jumping straight into marquee moments, advertisers test into sports in smaller doses, measure performance at the spot level, and refine creative based on outcomes like cost per site visit and cost per acquisition. As campaigns prove effective, brands build confidence and impact over time. The Super Bowl represents the culmination of that process, not a departure from it.
These four Tatari Super Bowl advertisers span categories including healthcare, CPG, apparel, and technology, demonstrating Tatari’s ability to support a wide range of business models and marketing objectives.
Ro’s Super Bowl appearance was driven by validated performance. After testing the game last year through a streaming placement, the healthcare brand scaled investment once benchmarks were met. With growing demand for GLP-1 treatments, Ro leaned into the reach of the broadcast Super Bowl. The result was a mass-reach placement grounded in measured growth, not a one-night gamble.
Launching the new “Healthier on Ro” campaign, Ro pushes back on the idea that weight loss meds are just about looks. In the spot, Williams talks about the real health benefits she’s seen on GLP-1s, from losing 34 pounds to better blood sugar, less joint stress, and lower cholesterol.
Manscaped’s Super Bowl debut was the result of years of testing and scaling on TV. Known for bold creative, the brand leaned into sports and entertainment early to find what performed. The Super Bowl wasn’t a one-off moment, but a natural extension of a proven TV strategy that balanced performance with brand building. A coordinated rollout ahead of the game signaled the brand’s arrival well before kickoff.
“Hair Ballad” is a funny spot where clumps of freshly shaved body hair come to life and sing a sad breakup song about their short-lived time with their owners. It ends with Manscaped’s new tagline, “Mancare Your Everywhere,” highlighting that the brand now covers way more than just below-the-belt grooming.
Life360 used the Super Bowl to reach parents at scale with a clear, brand-led message. The family safety app chose a streaming-only placement, allowing it to test the impact of the game while staying efficient and measurable. As the brand shifts beyond purely DR creative, the Super Bowl offered a controlled way to drive awareness without overspending. The approach reflects how performance-focused brands can participate in tentpole moments on their own terms.
“Elevator” is a new spot using dark humor to continue Life360’s “Family Proof Your Family” campaign. A husband finds his wife stuck between elevator doors, and while he’s waiting for help to arrive, he gets a Life360 alert letting him know their son made it safely to band practice. The spirit of our message is “As long as your cherished people, pets, and things are OK, you’re OK!”
Tecovas’ Super Bowl placement followed strong momentum from TV. The modern Western brand first saw success in culturally aligned programming like Yellowstone, then expanded into sports where performance accelerated. Continued results drove a steady increase in TV investment over time. The Super Bowl fit naturally into that progression, delivering scale through streaming while maintaining disciplined reach and frequency.
“True West” follows a young boy riding a train through West Texas. It’s all about capturing the spirit and feel of the region and the brand’s roots, wrapped up with the line: “We might not need more people in the West, but would it hurt to have a little bit more West in people?”
TV is no longer just a brand play – it’s a growth channel. Tatari helps brands at every stage plan, buy, and measure linear and streaming together, turning television into a full-funnel performance engine.