Honestly, if you watched the Big Game recently, your brain is probably still trying to process what you saw. Specifically, that one image. You know the one. A baby born with a literal, skin-textured cowboy hat growing out of its skull.
It was weird. Like, "did I accidentally eat a bad mushroom" weird.
But whether we’re talking about Tubi’s bizarre anatomical Stetson or Beyoncé breaking the internet in a white cowboy hat a year prior, the cowboy hat super bowl commercial has become its own weird, high-stakes sub-genre of advertising. It’s no longer just about selling beer or trucks. It’s about a massive cultural shift where the "Wild West" is suddenly the only thing anyone wants to talk about.
The "Fleshy Hat" Nightmare: Tubi’s Risky Bet
Let's dive into the one everyone is texting about. Tubi.
In 2025, while most brands were playing it safe with puppies or nostalgic sitcom reunions, Tubi decided to go full David Cronenberg. They gave us a 60-second odyssey of a kid born with a "fleshy cowboy hat." We watched him get bullied in school by kids with "wizard heads" and "horror heads," only to eventually find his people in a saloon.
Basically, the message was "If it’s in you, it’s in here." It was a metaphor for niche content, but man, did it look gross.
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Marketing experts like those at Adweek noted that while the ad was polarizing, it was the most remembered spot of the night. Why? Because it tapped into a specific kind of "nightmare fuel" that sticks in your subconscious. It wasn't just a hat; it was an identity. And in the world of $8 million for 30 seconds, being "the weird one" is usually better than being the one everyone forgets by the third quarter.
When Beyoncé Changed the Cowboy Hat Game
We can't talk about the cowboy hat super bowl commercial phenomenon without looking back at Super Bowl LVIII in 2024. That was the "Before and After" moment.
Beyoncé’s Verizon ad, titled Can’t B Broken, was a masterclass in hype. She tried everything to break Verizon’s network—becoming "Bar-Bey," performing in space, and even starting a "Bey-oncé" jazz set. But the real kicker was the final frame.
She's sitting there, looking iconic in a white cowboy hat, and just says: "Okay, they ready. Drop the new music."
Within minutes, she dropped "Texas Hold 'Em" and "16 Carriages." She didn't just use a cowboy hat for an aesthetic; she used it as a signal fire for the Cowboy Carter era. It wasn't just a commercial. It was a tactical strike on the music industry. Suddenly, everyone—from Gen Z on TikTok to your grandma in Nashville—was looking for a wide-brimmed Stetson.
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Why Does the "Western" Vibe Keep Winning?
You might be wondering why every brand is suddenly obsessed with the frontier. It's not just a coincidence.
- The "Yellowstone" Effect: Taylor Sheridan’s TV universe made the rugged, hat-wearing lifestyle aspirational again.
- Lainey Wilson’s Rise: The country star made her Super Bowl commercial debut for Coors Light (and appeared in others) wearing her signature bell-bottoms and, you guessed it, a cowboy hat.
- Post Malone’s Country Pivot: Even Posty got in on the action with Bud Light, leaning hard into the "Big Men on Cul-de-Sac" (BMOC) vibe with Shane Gillis and Peyton Manning.
There’s a comfort in the cowboy aesthetic. It feels grounded. In a world of AI and digital noise, a leather hat feels... real. Even if Tubi made theirs out of skin (shudder).
Real Talk: The Impact on Your Wallet
The cowboy hat super bowl commercial trend isn't just for TV. It's moving units. Retail data following Beyoncé’s 2024 ad showed a massive spike in searches for "western wear."
Brands like Stetson and Lucchese probably should've sent her a thank-you note. When a celebrity of that caliber wears a specific piece of headwear on the world's biggest stage, that item stops being "costume" and starts being "fashion."
A Quick Reality Check on the Stats
According to Kantar, Super Bowl ads are roughly 25% more effective at driving brand perception than your average Tuesday night commercial. When you add a polarizing element—like a hat made of flesh or a surprise album drop—that effectiveness skyrockets because of the "earned media" (all the people talking about it for free on social media).
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How to Lean Into the Trend (Without Looking Silly)
If you’re feeling the itch to grab a hat after seeing these ads, don't just buy the first thing you see on Amazon.
- Know your shapes: A "Cattleman" crease is the classic look you see on most TV cowboys.
- Material matters: Felt is for the colder months and formal events. Straw is for when you're actually outside in the heat.
- Confidence is 90% of the look: If you look like you’re wearing a costume, you are. You’ve gotta own it like Lainey Wilson does.
The cowboy hat super bowl commercial isn't going anywhere. As long as brands want to feel "authentic" and "bold," they’re going to keep reaching for the Stetson. Just maybe... keep the hats made of actual fabric next time, Tubi. Please.
Next Steps for the Western-Curious
To actually make use of this cultural wave, you should start by auditing your own wardrobe for "Western-adjacent" pieces like denim and leather boots before diving into a $400 hat. If you're a business owner, look at how these brands used "disruptive visuals" (like the fleshy hat) to grab attention in a crowded market. Sometimes being "weird" is the most professional thing you can do for your ROI. Check out the latest Western fashion trends on platforms like TikTok or Pinterest to see how the Cowboy Carter influence is still evolving in 2026.