This year’s Super Bowl ads are focusing on fun and familiarity, with humor and celebrity cameos taking center stage while gambling and cryptocurrency ads take a backseat. With the Kansas City Chiefs facing off against the Philadelphia Eagles in Sunday’s highly anticipated game, more than 120 million viewers are expected to tune in, making it a prime opportunity for brands to gain visibility. Many companies are banking on well-known faces, mascots, and pop culture references to capture audience attention.
Celebrities and Mascots Take the Spotlight
One of the standout ads this year comes from Instacart, which has secured its first-ever Super Bowl spot. The grocery delivery service is bringing together popular mascots, including Mr. Clean, Chester the Cheetah, and the Pillsbury Doughboy, in a commercial showcasing “one epic delivery.”
Other brands are leveraging star power to promote their products. Uber Eats has enlisted Martha Stewart and Kevin Bacon for a humorous take on the origins of football. Stella Artois is reviving David Beckham’s appeal with a Matt Damon cameo, while Coffee mate has Shania Twain singing about its new cold foam.
Artificial Intelligence Makes Its Mark
Artificial intelligence is a recurring theme in this year’s ads, with major brands emphasizing their AI-powered products. Meta has recruited Chris Pratt, Kris Jenner, and Chris Hemsworth to promote its AI-powered glasses, while the Muppets demonstrate Booking.com’s new AI tool for planning vacations. Marketing experts note that featuring AI in the Super Bowl signals a push toward mainstream adoption, much like cryptocurrency ads in 2023 and betting apps in 2024.
Taylor Swift’s Influence Declines
Despite Taylor Swift’s expected appearance in support of her boyfriend, Chiefs player Travis Kelce, beauty brands are making fewer appearances this year. Last year saw an increase in female-focused ads due to Swift’s presence, but this trend has not continued. However, Dove is making a return with an ad addressing the impact of negative body talk on young female athletes.
The Cost of Super Bowl Ads
With record-breaking viewership anticipated, the cost of Super Bowl ads has soared. Fox initially set the price for a 30-second spot at $7 million, but high demand has pushed some slots past $8 million. Despite the hefty investment, brands see the Super Bowl as a rare opportunity to capture guaranteed attention.
“When done correctly, the Super Bowl is the best chance for a brand to engage a massive audience,” said Pedr Howard, head of creative excellence for Ipsos. However, research suggests that over half of Super Bowl ads achieve less than 1% brand recall within 12 hours after the game. Yet, some iconic ads, like Budweiser’s Clydesdales, remain memorable, proving the long-term branding power of the event.
As Super Bowl LIX approaches, advertisers are betting on nostalgia, humor, and AI-driven innovation to leave a lasting impression.
