For Super Bowl 2025, Google is taking a different approach to ads. Each of the 50 states will see a different Super Bowl commercial promoting a local small business or nonprofit using “Google Workspace with Gemini.” Earlier this month, Google announced the full Gemini experience is coming to Workspace business users. This new feature will get its airtime during the Kansas City Chiefs vs. Philadelphia Eagles Super Bowl game.
If you live in Texas, you’ll see Bison Coolers, and residents of Oregon will be introduced to the team at Jacobsen’s Salt Co. Each of these small businesses is driving the American economy — and for this first-of-its-kind project, Google is spotlighting their innovation and hard work as they find new ways to use AI to transform how they work.
During 30 seconds of airtime, Google aims to “show what’s possible with AI in Workspace today, and how real businesses are using it.” The features promoted include writing emails to clients quickly, managing data, handling inbox requests, translating conversations live, and more. The campaign showcases businesses across diverse sectors, such as Agriculture, Technology, and Nonprofit, to represent various ways AI can streamline operations.
Reportedly, Google utilized AI Studio and NotebookLM throughout production, finding 50 standout Workspace customers from thousands. They had just ten weeks to complete shoots across all states: five teams of ten captured hundreds of hours of footage.
This initiative, branded as “50 states, 50 stories,” emphasizes the role of small businesses as the heartbeat of the U.S. economy. With nearly 34 million small businesses accounting for 99.9% of federal operations, their contribution remains significant. These companies employ over 59 million people—nearly 46% of the American workforce. Harris Beber, who leads Global Marketing for Workspace, noted, “What’s possible with AI will help transform small businesses, allowing them to focus on what they do best.”
Bever expressed the intent behind the campaign: “We wanted to showcase real businesses using AI, letting them share their own stories.” He acknowledged the growing significance of AI tools for small business owners, illustrating challenges they face. “Small business owners wear many hats,” he said, adding, “Gemini is now included with Workspace business plans, helping with tasks like writing grant proposals or marketing copy.”
One highlighted business, 3 Farm Daughters, aims to deliver fresh produce directly to consumers. The team utilizes Gemini to refine social media content, empowering them to connect more meaningfully with their audience. Similarly, Hog Island Oyster Co. relies on Google Sheets and Gemini to manage inventory—an efficiency gain since they began farming sustainable shellfish back in 1983.
Another feature organization, Ace Sign Co., based in Illinois, draws on Google AI to streamline design development, reducing hours of work to mere minutes. TruckHouse, focused on crafting modern expedition vehicles, employs Google Workspace for communications, drafting content with Gemini to align with marketing objectives.
A significant portion of these promotions highlights the stories of smaller businesses seldom seen on platforms as grand as the Super Bowl. “A cattle rancher from Nebraska is on the same playing field as other businesses,” Beber emphasized. The aim is to inspire all entrepreneurs, demonstrating AI's versatility.
“If someone running a boat-making company for decades can benefit from AI, then anyone can,” he added, echoing the campaign’s core message of accessibility and empowerment.
The commercials will not only air during the Super Bowl on February 9, 2025, but will also be available on Google Workspace’s website, ensuring broader exposure for the businesses featured. Each advertisement will collaborate with local talent to resonate more personally with regional audiences, including capturing genuine narratives directly from the entrepreneurs.
While some large companies faced backlash for oversaturations of AI-driven content, Google aims to bridge the concert between AI and human touch. “It’s not just about tech,” said Beber, noting the campaign’s focus on genuine stories.
The process of selecting businesses was intentional, starting with thousands of Workspace customers filtered down to under 500 with AI assistance. Google facilitated immediate connections with the final 50, capturing their voices through interviews, reinforcing the narrative of real triumph over challenges.
Directed by Daniel Mercadante through Park Pictures, the team delivered the project covering real experiences featuring authentic business owners reacting to their day-to-day operations. Ensuring no scripted responses, the production relied solely on genuine stories shared by those involved.
The upcoming Super Bowl serves as both the kickoff for light-hearted football feuds and corporate storytelling. Google’s campaign seeks to enlighten viewers about the power of small businesses and the tools they employ, especially AI technologies, to flourish. After the game, the ads will transition to various digital platforms, continuing the promotion of featured companies.
Looking forward, Google Workspace aims to extend its marketing narrative beyond small businesses. They plan to tell 100 larger enterprise stories, with future campaigns targeting international audiences, including businesses across Brazil and Japan. The stories of resilience and innovation among the unique businesses will continue to evolve, keeping viewers captivated long after the game end.