“Science Moms” Super Bowl Ad Urges Climate Action for Future Generations

The 30-second regional commercial was broadcast to viewers in Los Angeles and on select streaming platforms during the Super Bowl, aiming to raise awareness about climate change in one of the most widely watched television events in the United States.

The campaign was developed by climate communication specialists at the Potential Energy Coalition on behalf of Science Moms, a nonpartisan collective of climate scientists who are also parents. The group includes prominent researchers such as Dr Katharine Hayhoe, chief scientist at The Nature Conservancy, Dr Melissa Burt from Colorado State University, and Professor D. Emily Fischer, also from Colorado State University’s Department of Atmospheric Science.

A message told through a child’s life

The advertisement presents a narrative following a young girl from birth through to her departure for college, illustrating how climate change is expected to intensify over the course of a single generation.

A voiceover accompanying the visuals describes projected climate impacts over time, including increasing carbon emissions at birth, expanding wildfire damage during early childhood, and worsening environmental conditions by the time the child reaches adulthood.

The central message emphasizes that children born today may grow up in a world significantly altered by climate change unless meaningful action is taken.

Emphasizing emotional connection to climate action

According to a spokesperson who spoke with advertising outlet Adweek, the campaign was based on extensive research into messaging strategies that resonate most effectively with the public.

Dr Katharine Hayhoe also stated in a LinkedIn post that research shows emotional connection—particularly love for future generations—is one of the strongest motivators for people to care about climate change.

Unlike many previous Super Bowl advertisements that touch on environmental issues while promoting commercial products, this campaign was created by a nonprofit organization and focused solely on awareness and advocacy. The New York Times reportedly ranked it among the most impactful ads aired during this year’s event.

Link to recent wildfires and climate impacts

The advertisement arrives in the aftermath of severe wildfires in Los Angeles, where more than 10,000 homes were destroyed following periods of extreme dryness combined with strong winds, creating highly flammable conditions.

Scientific studies have suggested that the hot, dry, and windy weather patterns that contributed to the fires were made approximately 35% more likely due to climate change.

Researchers and climate scientists have increasingly drawn direct connections between such extreme wildfire events and a warming climate, noting similar patterns in other regions affected by large-scale fires.

Supporting wildfire recovery efforts

In addition to raising awareness, the campaign directs viewers toward the California Community Foundation’s Wildfire Recovery Fund, which provides assistance to individuals and communities affected by recent fires in the Los Angeles area.

The ad aims to combine emotional storytelling with practical action by encouraging donations to recovery and rebuilding efforts while also promoting broader climate awareness.