Big Game. Local Stories. Human Touch.
by:
Jen Williams
The Super Bowl is still one of the few moments left where people are actually paying attention. Not half-watching. Not scrolling withit on in the background. People gather. They talk about theads. They remember what made them laugh, feel something, or stop and think. But this year, at the national level, something felt different. Amid the spectacle, there was anoticeable wave of AI-generated content — fast, flashy, and in some cases, hollow. Polished on the surface, but missing the texture that comes from realpeople shaping real stories. That contrast made something clear. When the stage gets bigger, the human touch matters more. For local brands, the Super Bowl remains a rare opportunity. For one night, a stage usually reserved for national campaigns opens up at the local level. The audience is bigger, the attention is higher, and the moment carries more weight than almost any other media placement all year. But showing up well doesn’t come from chasing trends or shortcuts. It comes from craftsmanship. From intentional storytelling. From understanding the community you’re speaking to and taking the time to get it right. Cleverly has been producing video and placing it strategically for a long time — including during the Super Bowl. What matters most to us isn’t just visibility. It’s making sure the work feels human. Because when everything starts to look the same, authenticity stands out.
What Makes Local Super Bowl Advertising Powerful
When local brands approach the Super Bowl with intention, the impact goes far beyond the placement itself.
This isn’t about chasing attention for attention’s sake. It’s about showing up in a shared moment and saying something that feels familiar, relevant, and true to the people watching.
When it’s done well, local Super Bowl advertising can:
- Build trust by reinforcing who a brand really is
- Strengthen recognition during moments people remember
- Connect brands to a shared community experience
“The placement gets attention, but the strategy decides whether it actually works.”
— Kally Amundsen, Cleverly Company Managing Director
That foundation — clarity, relevance, and respect for the audience — is what tied all of this year’s work together.
The Common Thread: Community-First Storytelling
Every spot we worked on this year was different. Different brands, different goals, different tones.
But they all shared one thing: they were built around real people and real places — not generic messaging.
That influenced everything from scripting to casting to how the spots were edited and placed. The goal wasn’t to impress everyone. It was to resonate with the people who actually live there.
Valley Credit Union — Let’s Grow Together
Markets: Billings + Bozeman
Valley Credit Union’s Let’s Grow Together spot was about partnership — the kind that doesn’t feel transactional.
The message worked in both Billings and Bozeman because it wasn’t trying to be trendy or clever. It reflected how Valley shows up every day: steady, invested, and focused on long-term growth.
“This spot works because it feels true. Valley didn’t need to introduce themselves — they needed to remind people why they trust them.”
— Jenn Fancher, Cleverly Company Creative Director
Running during the Super Bowl gave that message more visibility — without losing what made it feel grounded.
Billings Clinic Primary Care — Meeting People Where They Are
Markets: Billings + Bozeman
Billings Market
Primary care is personal. It’s not something people think about until they need it — and when they do, trust matters.
For Billings Clinic, the goal was to make primary care feel accessible and familiar. The male and female versions allowed the message to feel relatable without changing the core idea.
“We wanted these spots to feel like real life — not like a healthcare commercial.”
— Dillon Davies, Cleverly Company Videographer
Bozeman Market
In Bozeman, the campaign was adjusted to reflect the local community while staying consistent with the broader brand. That balance is intentional.
“Good versioning isn’t about reinventing the message — it’s about respecting place.”
— Kally Amundsen, Cleverly Company Managing Director
Lynnrich Seamless Siding Windows & Doors — Patriotic, Without The Noise
Market: Billings
Lynnrich’s Patriotic spot leaned into pride without overdoing it.
Instead of going big and loud, the creative focused on craftsmanship, longevity, and taking care of what matters. That restraint is exactly why it worked.
“Pride doesn’t have to be overproduced. With Lynnrich, it was about showing respect for the work and the people behind it.”
— Jenn Fancher, Cleverly Company Creative Director
What This Says About Advertising Right Now
People are tired of ads that feel like they’re trying too hard.
What cuts through — even during the Super Bowl — is work that feels honest. Work that understands who it’s talking to and doesn’t pretend to be something it’s not.
At Cleverly, we focus on strategy, media planning, creative, and video production — always with intention. Whether it’s the Super Bowl or a local campaign, the goal is the same: make something that actually connects.
Big Stage. Still Human.
We’re proud of the work that ran during the Super Bowl — not because of the moment, but because of the thought behind it.
Good strategy doesn’t shout. It shows up clearly, honestly, and at the right time.
And that’s the work we care most about doing.