Since 2013, SDN Communications has made its mark during the biggest television event of the year. SDN's annual big game debut marks the launch of a new year of commercials that set the tone for the months ahead. This year, those same ads will be airing in Minnesota for the first time.
The campaign this year introduces a fresh creative direction built around a simple but powerful idea: There’s Something About a CEO. Each spot highlights a confident, unbothered business leader who knows their network is in good hands because SDN Communications is their partner. “This year, we’re operating in a more intangible space, focusing on the confidence and peace of mind SDN customers describe when they reflect on their experiences with SDN. These aren’t quantifiable benefits, but they represent the emotional side of strong B2B relationships,” said Kyle Jameson, Creative Director at Fresh Produce.
While the finished commercials appear effortlessly on screen, a great deal happens behind the scenes to bring the stories to life. From ideating and scripting to the day of shooting and dusting tiramisu, Fresh Produce helped transform ideas into reality. Thanks to a long-standing partnership with ad agency Fresh Produce, SDN commercials blend professional storytelling with a strong local feel. A closer look reveals a couple of Sioux Falls’ familiar spots: Maribella Ristorante and Great Shots.
A Campaign Built Around Confidence
The 2026 commercials shift the spotlight from the technical details of connectivity to the peace of mind it creates. Each ad centers on a CEO whose demeanor is effortless, calm and assured.
The common thread tying the campaign together is subtle composure. These leaders are not reacting, scrambling or explaining. They simply know things are handled. That calm assurance comes from having SDN Communications as a trusted partner behind the scenes.
Big Game Spotlight: The Restaurant Scene
The first spot will debut at the beginning of February and is set inside a busy restaurant.
The table is filled with conversation and connection, a natural rhythm of networking and exchange. At the center sits a CEO who is composed and effortless, drawing the attention of another CEO across the table, who is captivated by something he can’t quite put his finger on. A steady confidence. It’s the look of a CEO when their business is connected, supported and running exactly as it should.
“We were thrilled to provide the ambiance, location and background and play a small part in SDN’s commercial this year. It was fun for us to be able to provide our signature dessert for the shoot and use cocoa powder with the SDN logo as the finishing touch. That’s a new one for us.” Riccardo & Marybeth Tarabelsi, Owners at Maribella.
This commercial sets the tone for the entire campaign. It reinforces the idea that when your network is reliable, leaders just carry themselves differently.
Second Spot: Taking It to the Range
The second commercial trades the fast pace of a restaurant for the views of a golfing bay.
Here, the CEO is once again unshaken, navigating the day with confidence while conversations, networking and golf continue in the background. The setting reinforces the same theme from a different angle: no matter where business happens, connectivity matters.
That attention to detail and balance between environment and message stood out to the team involved in the production. “The first word that comes to mind is professionalism then creativity,” Rich Drawdy, Director of Operations at Great Shots stated about the commercial production experience.
The two locations show common networking spaces where leaders would run into each other. Whether a business operates in high-pressure environments or faces typical day-to-day demands, the need for dependable connectivity remains constant.
Bringing the Vision to Life
The 2026 commercials were developed in close collaboration between SDN Communications and its creative partner, Fresh Produce, from early concepting through final production. Thoughtful choices around pacing, setting and production all serve to reinforce the campaign’s central theme, and the UPTIME customers expect from SDN.
As with past campaigns, the goal was to keep the storytelling visual, approachable and memorable while emphasizing the brand. The result is a series of spots that feel polished and confident, mirroring the experience SDN strives to deliver to its customers every day.
More Than a Commercial
The “There’s Something About a CEO” campaign is ultimately about trust.
When SDN Communications is powering the network, leaders can focus on running their business instead of worrying about what’s happening behind the scenes. That easy peace of mind is what defines the 2026 campaign and what continues to set SDN apart year after year.
Spots will roll out later this year on various platforms like Spotify, ESPN+ and more. Each reinforcing the same message: when SDN is your partner, there really is something different about the way you lead.
