From Big Game Commercials to Domain Names

Every year, brands show up to “The Big Game” with their biggest creative swings.

Some go comedic. 
Some go emotional. 
Some introduce entirely new technologies.

But beyond the entertainment factor, these commercials signal where culture, and the internet are heading next.

This year’s ads spotlighted AI, empowerment, connection, and community, themes that appeared on screen, but increasingly live in the domains brands and builders claim online.

Here’s a closer look at a few standout moments, and the TLDs that map naturally to them.

Dunkin’s spot leaned fully into its signature humor and brand personality, blending celebrity cameos with over-the-top donut fandom.

The commercial played on the idea that donuts are a cultural obsession embedded in all aspects of everyday life: Morning rituals, office traditions, road trip fuel.

That kind of product first identity translates seamlessly online. A .donut domain instantly signals what you love and celebrate.

Anthropic’s commercial introducing Claude focused on the real-world utility of AI assistants, showing how AI can reason, summarize, help make decisions, and collaborate with humans in everyday scenarios. And that trust matters in today’s AI discussion.

Rather than positioning AI as futuristic, the ad grounded it in the present:

• AI as a co-worker
• AI as a researcher
• AI as a productivity partner

That framing reflects the rapid rise of AI agents, software entities that can take action on behalf of users. The .agent TLD mirrors this shift perfectly, creating a namespace for autonomous AI tools, task-based assistants, onchain digital agents.

The AI.com commercial zoomed out even further, with the focus not on a single product, but on the broader acceleration of artificial intelligence innovation.

The messaging centered on scale:

• Models getting smarter
• Systems learning faster
• AI integrating into daily life

It highlighted what’s next, Artificial General Intelligence (AGI): Systems capable of reasoning across disciplines, not just within narrow tasks.

That’s where .agi enters the conversation. It gives frontier labs, research collectives, and infrastructure builders a domain that aligns with the magnitude of what they’re building, not just AI tools, but generalized intelligence systems.

Dove’s commercial returned to the brand’s long standing focus on real beauty and representation, spotlighting women and girls navigating confidence, identity, and societal pressure.

The storytelling was intimate and emotional, centering on self expression and reclaiming personal narratives.

It wasn’t about products.
It was about perspective.

That ethos connects directly to .her, a TLD built to give women led brands, founders, and communities a digital space that reflects ownership and representation.

From creator platforms to advocacy groups, .her transforms a domain into a declaration of audience and mission.

United’s ad focused on the human side of travel,  the reunions, opportunities, and life moments made possible through global connection.

It positioned air travel as  infrastructure for relationships, commerce, and cultural exchange. That idea of movement converging at central points mirrors what happens online.

A .hub domain represents a gathering place:

• Knowledge hubs
• Community hubs
• Developer hubs
• Travel resource hubs

Just as airports connect cities, hubs connect people digitally.

Each commercial told a story about identity, community, or technology, the same building blocks that shape how we name ourselves online.

• Donuts as culture → .donut
• AI assistants acting on our behalf → .agent
• Next-gen intelligence → .agi
• Women’s empowerment → .her
• Global connection → .hub

Domains sit at the center of all of it.

Whether you’re building an AI agent, launching a community hub, starting a niche brand, or creating a movement, the right domain positions you inside the story, not outside it.

Because culture doesn’t just live in commercials.

It lives in the names we claim online.

Claim Your Name!