How to Create Excitement and Drama in Storytelling—Lessons from Super Bowl LIX

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Every year, the Super Bowl delivers more than just football—it gives us a masterclass in storytelling. Whether it’s the high-stakes action on the field, the dramatic halftime performances, or the commercials that make us laugh (or cry), the Super Bowl is about more than just sports. It’s about creating moments—moments that make us feel something.

This year’s Super Bowl LIX is no exception. The Kansas City Chiefs, led by Patrick Mahomes, are chasing history, aiming for a third straight Super Bowl win—something that hasn’t been done in the modern era. On the other side, the Philadelphia Eagles, with Jalen Hurts and Saquon Barkley, are out for redemption after a tough Super Bowl LVII loss. Then there’s the cultural spectacle—the Kendrick Lamar halftime show, the star-studded commercials, and of course, the food (because let’s be real, Super Bowl snacks are part of the experience).

So what can storytellers, brands, and content creators learn from the Super Bowl? How do you make an audience care, build anticipation, and create unforgettable moments?

Let’s break down three storytelling techniques that make the Super Bowl so compelling—and how you can use them to create excitement and drama in your own storytelling.

1. Create High Stakes—The Bigger the Prize, the Bigger the Emotion

The best stories are built on stakes—what’s at risk, and why it matters. In Super Bowl LIX, the stakes couldn’t be higher. If the Chiefs win, they make NFL history. If the Eagles win, they redeem themselves after a crushing loss. It’s not just a game—it’s legacy, redemption, and the kind of winner-take-all battle that keeps people glued to their screens.

How to Apply This to Your Storytelling:

• Whether you’re writing a keynote speech, marketing campaign, or brand story, ask: What’s at stake?
• Show your audience what could be won or lost. The bigger the stakes, the more invested people will be.
• Build tension by creating obstacles between your protagonist (or brand) and their goal—just like the Eagles battling the Chiefs.

Example: Instead of saying, “Our company helps businesses grow,” try: “We take small businesses from survival mode—to success– even when the odds are stacked against them.” Now, the stakes are clear.

2. Build Anticipation—Tease the Big Moment

Super Bowl commercials aren’t just aired—they’re teased weeks in advance. Brands drop sneak peeks, celebrity cameos, and behind-the-scenes footage, making sure people are talking about the ad before it even airs. The halftime show? Same thing—Kendrick Lamar’s performance is already generating hype before he even steps on stage.

How to Apply This to Your Storytelling:

• Don’t just drop content—build up to it. Create anticipation with teasers, countdowns, or sneak peeks.
• Use social media or email marketing to hint at something big coming before revealing it.
• Think about how cliffhangers and unanswered questions keep audiences engaged in movies—can you do the same with your content?

Example: Instead of simply launching a new product, leak behind-the-scenes clips or tease “something big coming” to build curiosity before the full reveal.

3. Make Your Audience Feel Like They’re Part of the Story

The Super Bowl isn’t just about watching—it’s about experiencing. Whether it’s screaming at the TV during a game-changing play, debating the best commercials on TikTok, or voting for the best Super Bowl snacks in a group chat, the audience is an active participant. That’s why brands like Doritos and Pepsi design interactive campaigns, encouraging fans to engage with the story, not just watch it.

How to Apply This to Your Storytelling:

• Talk to your audience, not at them. Invite participation—ask for opinions, create polls, or get user-generated content involved.
• Create relatable moments. Why do we love Super Bowl commercials? Because they make us laugh, cry, and feel seen.
• Use storytelling that centers around the audience. Instead of “Here’s what our brand does,” try “Here’s how you can be the hero of this journey.”

Example: Instead of just saying, “This product will help you,” say: “Imagine yourself finally achieving [goal]—this is how you get there.” Let your audience see themselves in the story.

Your Super Bowl-Worthy Takeaway: Make Your Story Unforgettable

The Super Bowl is storytelling at its best—it’s high stakes, built-up anticipation, and audience connection all wrapped into one. Whether you’re telling a personal story, writing for a brand, or crafting a speech, the best stories aren’t just told—they’re felt.

Your challenge: Look at your next project—whether it’s a presentation, campaign, or post—and ask:

• Are the stakes clear?
• Am I building anticipation?
• Does my audience feel part of the story?

If the answer is yes, congratulations—you just created Super Bowl-level storytelling.

Is it Your Halftime?

Want to tell stories that captivate like a Super Bowl showdown? Let’s make it happen. Book a free story coaching session with Scout Stories, and let’s help you craft a winning narrative.

I'm Erin Peterson, part of the team at Scout Stories. Think of us like a therapist, but for stories.

We listen and get the details out.

Provide perspective.

But most importantly, we teach you to create connections, build relationships that attract the right kind of attention.