A Virginia Commonwealth University advertising professor will break down the psychology and strategy behind Super Bowl commercials at a public talk on Wednesday, Feb. 11.

Alyson Gaiser, a visiting professor of practice at VCU’s Brandcenter and group strategy director at AKQA, will discuss how advertisers craft the nation’s most watched commercials. The event, which is set for 6:30 p.m. at Triple Crossing Beer-Fulton, is hosted by Profs and Pints Richmond. 

Gaiser, who has worked on Super Bowl ads for major agencies, will analyze commercials from this year’s game and past Super Bowls, examining why some spots resonate while others fall flat. 

The presentation will explore how advertisers use psychological techniques including tight narrative structure, surprise and emotional triggers like nostalgia to create memorable ads. Gaiser will also discuss how campaigns increasingly extend beyond the game itself through social media teasers and post-game commentary. 

The professor will also discuss whether humor or heartfelt appeals work better and how celebrity appearances affect ad effectiveness. The talk will also cover how group viewing enhances advertising impact. Tickets are $13.50 to $17 or $15 with student ID. Doors open at 6 p.m.