For many people, the Super Bowl isn’t about the game - it’s about the ads.

In this episode of Born to License, David Born breaks down why character and IP licensing has become one of the most powerful tools in Super Bowl advertising, especially now that a 30-second spot costs up to $8 million.

From Bill Murray reliving Groundhog Day for Jeep to Bryan Cranston and Aaron Paul returning as Walter White and Jesse Pinkman, David explains how brands use nostalgia, iconic characters, and cultural moments to cut through the noise — and why licensing is often the secret weapon behind the most memorable commercials.

In this episode, David covers:

• Why licensed characters outperform celebrities in Super Bowl ads
• How nostalgia creates instant emotional connection at scale
• Different ways brands license IP — from recreating iconic scenes to bespoke animation
• Behind-the-scenes licensing challenges most viewers never think about
• Standout Super Bowl campaigns from the past decade, including:
  • Facebook × Rocky
  • Jeep × Groundhog Day
  • Mountain Dew × The Shining
  • Pringles × Rick and Morty
  • DoorDash × Sesame Street
  • Cadillac × Edward Scissorhands
  • Booking.com × The Muppets
• Early looks at 2026 Super Bowl licensed ads, including:
  • Xfinity × Jurassic Park
  • Expedia × Ken from Barbie

David also explains why modern Super Bowl licensing isn’t just about quick nostalgia hits — it’s about long-term partnerships, brand alignment, and cultural relevance.

If you work in licensing, marketing, brand strategy, or entertainment, or you simply love breaking down iconic ads, this episode will completely change how you watch the Super Bowl.

🎙 Born to License – Hosted by David Born

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