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As Super Bowl Sunday approaches, the battle off the field for advertisers to win over 120 million-plus viewers will be just as heated as the rivalry between the New England Patriots and Seattle Seahawks.<\/p>\n
Dozens of advertisers are pulling out all the stops for Super Bowl 60, airing Sunday on NBC. They’re hoping that audiences tuning in will remember their brand names as they stuff their ads with celebrities ranging from Kendall Jenner (Fanatics Sportsbook) to George Clooney (Grubhub), tried-and-true ad icons like the Budweiser Clydesdales, and nostalgia for well-known movie properties such as \u201cJurassic Park” (Comcast Xfinity).<\/p>\n
Each year Super Bowl ads offer a snapshot of the American mood \u2014 as well as which industries are flush with cash that particular year: from the \u201cDot-Com Bowl\u201d of 2000 to the \u201cCrypto Bowl\u201d of 2022.<\/p>\n
This year’s trends include health and telehealth companies advertising weight loss drugs and medical tests, tech companies showing off their latest gadgets and apps and advertisers showcasing AI in their ads.<\/p>\n
Villanova University marketing professor Charles Taylor said because of the heavy headlines in the news lately \u2014 from the immigration enforcement surge in Minnesota to conflicts abroad \u2014 he expects advertisers to stick to a light and silly tone.<\/p>\n
\u201cBecause of the Super Bowl\u2019s status as a pop culture event with a fun party atmosphere, the vast majority of brands will avoid any dark or divisive tone and instead allow consumers to escape from thinking about these troubled times,\u201d he said.<\/p>\n
Advertisers flock to the Super Bowl each year because so many people watch the big game. In 2025, a record 127.7 million U.S. viewers watched the game across television and streaming platforms.<\/p>\n
Demand is higher than ever, since live sporting events are one of the few remaining places in the fractured media landscape where advertisers can reach a large audience. NBC sold out of ad space in September.<\/p>\n
Space sold for an average of $8 million per 30-second unit, but a handful of spots sold for $10 million-plus, a record, said Peter Lazarus, executive vice president, sports & Olympics, advertising and partnerships for NBCUniversal. He said he was calling February, with the Super Bowl, Olympics and the NBA All-Star Game, \u201clegendary February.\u201d<\/p>\n
Lazarus said 40% of advertisers bought across all of NBC\u2019s major sports properties, and 70% of Super Bowl advertisers bought the Olympics as well.<\/p>\n
Featuring celebrities is a tried-and-true way advertisers can get goodwill from viewers. This year, Fanatics Sportsbook enlists Kendall Jenner to talk about the \u201cKardashian Kurse,\u201d in which bad things happen to basketball players she dates.<\/p>\n
George Clooney appears in a Grubhub add to promote a deal that the delivery app offers to \u201cEat the Fees\u201d on orders of $50 or more.<\/p>\n
Several ads feature more than one celebrity or sports star. Michelob Ultra shows Kurt Russell training actor Lewis Pullman, as Olympic snowboarder Chloe Kim and hockey player T.J. Oshie watch on a ski slope.<\/p>\n
Xfinity reunites Sam Neill, Laura Dern and Jeff Goldblum in a tongue-in-cheek reimagining of \u201cJurassic Park\u201d that shows an Xfinity tech bringing power back to the island so nothing goes awry.<\/p>\n
And Uber Eats enlists Matthew McConaughey for the second year in a row to convince celebrities \u2014 this year it is Bradley Cooper and Parker Posey \u2014 that football is a conspiracy to make people hungry so they order food.<\/p>\n
For the second year in a row, AI is making waves in Super Bowl ads.<\/p>\n
Oakley Meta touts their AI-enabled glasses in two action-packed spots showing Spike Lee, Marshawn Lynch and others using the glasses to film video and answer questions.<\/p>\n
Wix Harmony debuted an ad that features its web design software that uses AI tools. Wix is also airing an add for Base44, an AI app builder. And OpenAI will advertise during the game with a yet-to-be revealed ad.<\/p>\n
Svedka Vodka enlisted Silverside AI, an AI studio, to help create their ad, which features their robot mascot FemBot along with a male counterpart, BroBot. They took that approach because of Svedka\u2019s positioning as the \u201cvodka of the future,\u201d said Sara Saunders, chief marketing officer at Sazerac, which bought the Svedka brand in 2025.<\/p>\n
\u201cWe reimagined the robot via AI,\u201d Saunders said. \u201cIt took us many, many months to rebuild her, to give her functionality, to give her that human spirit that we wanted to show up on behalf of the brand.\u201d<\/p>\n
Health and telehealth providers are everywhere during Super Bowl 60. Two pharma companies are advertising tests: Novartis touts a blood test to screen for prostate cancer with the tagline \u201cRelax your tight end,\u201d featuring football tight ends relaxing. Boehringer Ingelheim’s ad stars Octavia Spencer and Sofia Vergara, who encourage people to screen for kidney disease.<\/p>\n
Liquid I.V., which makes an electrolyte drink mix, has teased an ad about staying hydrated.<\/p>\n
Telehealth firm Ro is using Serena Williams in their ad for GLP-1 weigh loss drugs. Novo Nordisk, which makes Wegovy and Ozempic, has teased that it will have a spot as well.<\/p>\n
Hims & Hers \u2014 another company that offers GLP-1 weight loss drugs \u2014 has an ad that says the company gives people better access to health care that usually only rich people get.<\/p>\n
\u201cYou could call this the GLP-1 Super Bowl,\u201d said Tim Calkins, a clinical professor of marketing at Northwestern University. \u201cOften you don\u2019t see a lot from pharmaceutical companies on the Super Bowl, but this year we\u2019re going to see quite a few showing up.\u201d<\/p>\n
Some advertisers are sticking to the tried and true. Budweiser’s heartwarming ad shows a Clydesdale foal growing up with a bald eagle to the tune of Lynyrd Skynyrd’s \u201cFree Bird.\u201d The ad celebrates Budweiser’s 150th anniversary.<\/p>\n
And Pepsi tries to reignite the Cola wars with their ad showing polar bears \u2014 Coca-Cola’s famous mascots \u2014 picking Pepsi Zero Sugar over Coke Zero in a blind taste test. The ad ends with the bears being caught on a \u201ckiss cam.\u201d<\/p>\n
While the majority of Super Bowl advertisers release their ad early to try to capitalize on buzz, some hold back until game day to reveal their ad.<\/p>\n
Pepsi-owned soft drink Poppi teased that pop star Charli XCX and actress Rachel Sennott will star in their ad.<\/p>\n
Ben Affleck is back in an ad for Dunkin’ Donuts. A teaser spot showed him with ’90s sitcom legends Jennifer Aniston and Matt LeBlanc of \u201cFriends\u201d and Jason Alexander from \u201cSeinfeld.\u201d<\/p>\n
And there are fewer car advertisers this year, but Cadillac is hinting that it will show off its new Formula 1 car in an ad.<\/p>\n
This story was originally featured on Fortune.com<\/p>\n
#Kardashian #Kurse #Jurassic #Park #reunion #among #Super #Bowl #commercials #planned #year<\/p>\n","protected":false},"excerpt":{"rendered":"
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