Littlefield Agency President and CEO Sam Littlefield shared his thoughts with Ad Week on nonprofit Come Near’s “He Gets Us” Super Bowl campaign touching on something we hold near and dear at Littlefield Agency: the power of emotional storytelling. On a platform where flashy celebrity cameos often take center stage, it’s refreshing to see a campaign that opts for simplicity, authenticity, and connection. The ad’s format—a question, an emotional track, and powerful still imagery—delivers the message without a single word spoken. Johnny Cash’s cover of “Personal Jesus” amplifies the backdrop featuring scenes of kindness and humanity, reinforcing a message of empathy that resonates on a deep level.
“Whether religious or not, this commercial hits on the spirit of good, traditional advertising,” Littlefield noted.
“The music and images tell the story in the most simple of ways. There is something powerful these days with music only and no voiceover. When you can communicate a message without speaking, it can sometimes be the most impactful form of advertising. You see the sick kid in the hospital being cheered up by a superhero outside of his window, or the man in the wheelchair being lifted up by a crowd at a concert—it reinforces the idea that humanity is kind … it makes you feel something. It’s a lost art these days.”
“Most every Super Bowl commercial I’ve seen this year (and the last few years) engages a celebrity or influencer. While that is fine, it’s refreshing to see a brand tap into emotion and great storytelling.”
What’s particularly exciting is that this approach isn’t limited to big-budget Super Bowl spots or nonprofit campaigns. In B2B marketing—our sweet spot—we often see more human, emotionally driven narratives win the day. Business decision-makers are people too, and they’re motivated by stories that reflect their challenges, hopes, and values. Whether it’s an ad for a nonprofit or a B2B content strategy, tapping into authentic emotion helps brands create deeper, more meaningful relationships with their audiences. And that’s a story worth telling.
