Get Ready for a Star-Studded Spectacle! Super Bowl Sunday isn't just about the thrilling game on the field; it's also a massive battleground for advertisers vying for the attention of over 120 million viewers! As Super Bowl 60 approaches, brands are pulling out all the stops, packing their commercials with a dazzling array of talent and nostalgia.
This year, expect to see familiar faces like Kendall Jenner (for Fanatics Sportsbook) and George Clooney (promoting Grubhub), alongside beloved ad icons such as the Budweiser Clydesdales. We're also diving back into cinematic memories with nods to classic movie properties like "Jurassic Park" (featured by Comcast Xfinity).
A Mirror to Our Times: Every year, Super Bowl ads offer a fascinating glimpse into the American psyche and the industries that are booming. From the tech-focused "Dot-Com Bowl" of 2000 to the cryptocurrency craze of the "Crypto Bowl" in 2022, these commercials reflect our collective mood and economic climate.
What's Trending This Year? Keep an eye out for health and telehealth companies heavily promoting weight loss drugs and medical tests. Tech giants are showcasing their latest gadgets and apps, and Artificial Intelligence (AI) is making a significant splash across many advertisements.
But here's where it gets interesting... With so much going on in the world – from immigration discussions to international conflicts – marketing professor Charles Taylor from Villanova University predicts advertisers will lean towards a light and humorous tone. The idea is to offer a fun escape from the daily grind, making the Super Bowl a true pop culture party where brands can avoid anything divisive.
Record-Breaking Prices for Prime Time: The allure of the Super Bowl for advertisers is undeniable, thanks to its massive viewership. In 2025, a staggering 127.7 million U.S. viewers tuned in across television and streaming. This makes live sporting events incredibly valuable in today's fragmented media landscape.
NBC announced they sold out of ad space back in September, with the average cost for a 30-second spot hitting a record-breaking $8 million. Some coveted slots even fetched over $10 million! Peter Lazarus of NBCUniversal described February as "legendary" due to the Super Bowl, Olympics, and NBA All-Star Game all happening within the same month. It's a testament to the power of these major events, with many advertisers buying ad packages across multiple NBC sports properties.
Celebrity Powerhouse: Leveraging celebrity endorsements is a classic strategy for brands to connect with viewers. This year, Kendall Jenner is starring in a Fanatics Sportsbook ad, humorously touching on the "Kardashian Kurse" affecting basketball players she dates. Meanwhile, George Clooney is encouraging Grubhub users to "Eat the Fees" on orders over $50.
We'll also see multiple stars in single ads! Michelob Ultra features Kurt Russell training, with Olympic snowboarder Chloe Kim and hockey player T.J. Oshie observing. Xfinity is bringing back the "Jurassic Park" trio – Sam Neill, Laura Dern, and Jeff Goldblum – in a fun twist where an Xfinity tech saves the day on the island. And Uber Eats has enlisted Matthew McConaughey for the second year, this time joined by Bradley Cooper and Parker Posey, in a quirky campaign suggesting football is a conspiracy to make people order food.
AI Takes Center Stage: For the second consecutive year, AI is a major theme in Super Bowl ads. Oakley Meta is showcasing its AI-enabled glasses with ads featuring Spike Lee and Marshawn Lynch. Wix is highlighting its AI-powered web design tools and an AI app builder. Even OpenAI itself will have an ad, though its content remains a mystery!
And this is the part most people miss... Svedka Vodka collaborated with an AI studio, Silverside AI, to reimagine their robot mascot, FemBot, giving it a more human-like spirit. This move aligns with Svedka's positioning as the "vodka of the future."
Health and Telehealth Boom: The health sector is making a significant presence. Novartis is promoting a prostate cancer screening blood test with a playful tagline, and Boehringer Ingelheim is encouraging kidney disease screenings with stars Octavia Spencer and Sofia Vergara. Liquid I.V. is teasing an ad about hydration, while telehealth firm Ro is using Serena Williams to promote GLP-1 weight loss drugs. Novo Nordisk, the maker of Wegovy and Ozempic, is also expected to have a spot. Hims & Hers is advertising its GLP-1 weight loss drugs by emphasizing improved access to healthcare.
You could call this the GLP-1 Super Bowl! As marketing professor Tim Calkins notes, it's unusual to see so many pharmaceutical companies advertising on the Super Bowl, but this year is a notable exception.
Tried-and-True Favorites: Some brands are sticking to what they know works. Budweiser is celebrating its 150th anniversary with a heartwarming ad featuring a Clydesdale foal and a bald eagle. Pepsi is reigniting the "Cola Wars" with an ad showing polar bears choosing Pepsi Zero Sugar over Coke Zero in a blind taste test.
Surprise Appearances: While many advertisers release their ads early for maximum buzz, some prefer to keep them under wraps until game day. Pepsi-owned Poppi has teased appearances from Charli XCX and Rachel Sennott. Ben Affleck is back for Dunkin' Donuts, with teasers hinting at reunions with '90s sitcom stars like Jennifer Aniston and Matt LeBlanc from "Friends," and Jason Alexander from "Seinfeld." Interestingly, there are fewer car advertisers this year, though Cadillac is hinting at showcasing its new Formula 1 car.
What do you think about the celebrity-packed ads this year? Are they worth the massive price tag? And are you excited about the focus on AI and health? Let us know your thoughts in the comments below!
