Miss any of the Super Bowl teasers and ads? We have a list of media tracking them at the 👇 bottom of this issue.

YouTube TV's 60-second in-house Super Bowl spot features Jason and Kylie Kelce imagining a world of "Meh," which includes stars such as Gordon Ramsay, David Blaine and Olympian Sarah Hughes underperforming in their respective fields. The "Don't Settle for Meh" campaign encourages audiences to demand more from their live TV experience, positioning YouTube TV as a superior alternative to the status quo.

Amazon's 60-second Super Bowl spot, titled "Alexaaaa+," features Elsa Pataky skeptically listening to Chris Hemsworth's comedically overblown fears of AI going rogue. The ad highlights the new capabilities of Alexa+, while also including a cross-promotion with Amazon's Ring product.

Genspark, an AI productivity platform valued at $1.25 billion, is making its Super Bowl debut with two last-minute 30-second ads featuring Matthew Broderick. Created with an AI-generated script and the help of Magnetic, aims to showcase Genspark's ability to automate work tasks and make AI more accessible to the general public. The ads will air during halftime and the fourth quarter of the game.

B2B marketing has struggled to demonstrate effectiveness, with only 3.8% of entries to the IPA Effectiveness Awards coming from the sector. Cos Mingides of True writes that the issue is not a lack of evidence but a misunderstanding of effectiveness, as B2B marketers often focus on short-term metrics rather than long-term value creation. "Effectiveness is a strategic choice," Mingides writes. "It is the decision to organize marketing around how value is actually created over time, and to build capability, measurement and authority accordingly."

Lisa Kay Davis, global associate director of social at Kyndryl, discusses the often-overlooked social risk that arises when communities clash internally. Davis illustrates the importance of developing personas based on identity and values to anticipate and mitigate these risks. "When teams understand those motivations, they can anticipate where friction will occur," Davis said. "You have to have a team that is dedicated to monitoring conversation and really paying attention to the signals and how conversations grow and evolve."

Your reputation with top leaders is built in every interaction, not just when you're in the spotlight, writes executive coach Kristen Hendrix, who offers a five-step road map you can use to create your own authentic style. Look for ways to engage on a level of personal connection, ask about their views and listen with genuine interest and follow through on your commitments to show your value and competency, Hendrix suggests.

Every weekday, AAF SmartBrief brings you insights from media across the marketing landscape. Now, we want to hear from AAF members. If you have a case study or other type of informative company blog post or LinkedIn article, send us a link. Include your name, AAF Chapter and company and you might see your insights in an upcoming AAF SmartBrief.

Brands are preparing for Bad Bunny's Super Bowl halftime show, which is expected to be politically charged following his recent Grammy wins and outspoken stance on immigration. Brand strategists suggest that companies must engage sincerely with the Hispanic community, which holds $4 trillion in purchasing power, and that brands should avoid hedging their support, as it can backfire. "People's grandkids would still use your brand because of what you did in this moment. That's a growth strategy," says God-is Rivera, chief strategy officer at Burrell Communications.

Samsung Electronics America Chief Marketing Officer Allison Stransky discusses the company's strategy to increase multi-device penetration by leveraging AI and major events such as the Super Bowl and the Olympics. Samsung has focused on creating a connected ecosystem through campaigns like "SmartThings Meets AI Home," which has significantly improved brand sentiment and awareness.

With the Super Bowl just around the corner, we need a list of which brands (and agencies) are who's doing what with whom.

• Ad Age
• Adweek
• Brand Innovators
• Marketing Dive
• USA Today