The Super Bowl always comes with great ads and questionable ones (I’m looking at you Seal). This year was no exception. But the ad that stood out the most came before the game.
Storytelling isn’t just for filmmakers (though in this case it helped when a filmmaker got involved). Story is a powerful way for businesses to connect with their audience.
A great story captures attention, builds trust, and inspires action. Instead of just selling, businesses should focus on why their message matters.
A perfect example is the Secret Service recruitment ad, directed by Michael Bay that aired during Super Bowl 59. It is more than a pitch. This ad uses cinematic storytelling, emotional depth, and historical moments to inspire action.
Here’s why it works and how you can apply the same techniques in your business.
Why Storytelling Works in Business
People connect with emotions more than facts. According to Harvard Business Review (https://hbr.org/2014/10/why-your-brain-loves-good-storytelling), emotionally gripping stories are more memorable and persuasive than plain data. Businesses that use storytelling:
- Create brand loyalty (people remember stories over stats)
- Make messages relatable (customers see themselves in the story)
- Inspire action (engaged customers buy, subscribe, and share)
Now, let’s break down the Secret Service ad’s storytelling techniques.
Why the Secret Service Ad is a Storytelling Masterpiece
1. It Starts with Purpose
The marketing master, Simon Sinek’s *Start with Why* principle states that great brands focus on why they exist before talking about what they do. The United States Secret Service ad does this by emphasizing protecting democracy over just recruiting agents.
It begins with a powerful voiceover:
America was founded on an idea of freedom. Americans always step forward in times of need.
Business takeaway: Lead with your mission, not your features. Customers connect with purpose-driven brands.
2. It Evokes Emotion Through History
The ad taps into national pride and heroism by using historical footage:
- Lincoln and Washington
- JFK’s motorcade
- The fall of the Berlin Wall
- Reagan’s assassination attempt
This connects the past to the present, showing that the United States Secret Service plays a key role in shaping history.
Business takeaway: Link your brand’s story to a bigger narrative—values, history, or shared experiences that matter to your audience.
3. It Uses Cinematic Storytelling
Michael Bay’s bombastic style makes the ad feel like a blockbuster. It’s not a typical recruitment ad. It includes:
- Dramatic slow-motion shots
- High-energy cuts
- An intense musical score
This creates emotional immersion, making viewers feel the weight of the mission. This isn’t just a job. It’s much more than that.
Business takeaway: Storytelling isn’t just words—use visuals, music, and emotions to deepen engagement. If you are only using text, add in fast pacing, strong verbs, and emotional impact.
4. It Makes the Audience the Hero
The ad doesn’t just promote the Secret Service—it speaks directly to viewers with the tagline:
Protectors are born—they’re not made.
Instead of focusing on the agency, it appeals to individuals who already see themselves as protectors, inspiring them to take action.
Business takeaway: Make your audience the *hero* of your story. Show how your product or service helps them achieve their goals. Let them imagine what their after will look like if they join you.
5. It Creates Urgency and Relevance,
Airing the ad during the Super Bowl—a massive national event—was a strategic move. The ad shows agents securing modern-day events, making the mission feel urgent and relevant. The fact the President was present at the game (the first sitting president to attend) brought a legitimacy and sense of urgency to the message.
Business takeaway:
Tie your story to current events, trends, or immediate problems to increase its impact. When you can link your solution to universal and immediate challenges, it hits more.
How to Apply These Storytelling Lessons to Your Business
To use storytelling effectively, follow these strategies:
- Start with WHY—lead with your mission, not just your product or service.
- Evoke emotion—Use real stories or shared experiences to create a deeper connection.
- Use immersive storytelling—High-quality visuals, videos, and engaging copy enhance engagement.
- Make your audience the hero—Position your brand as the guide who helps your clients achieve their goals.
- Create urgency—Tie your message to timely issues or immediate needs.
Final Thoughts
The United States Secret Service recruitment ad is a storytelling masterclass. It uses purpose, emotion, and immersive storytelling to inspire action, which is exactly what businesses should aim for.
Don’t just tell people what you do. Show them why it matters. Craft a story that speaks to their emotions, values, and aspirations. That’s how you build lasting connections, engagement, and brand loyalty.
Are you using storytelling in your marketing? If not, start now.