Most of this year’s Super Bowl commercials are leaning into humor, featuring major celebrities and influencers as brands aim to entertain audiences during the highly anticipated game.
With ad slots costing up to $8 million for 30 seconds, companies are banking on star power to maximize their reach.
According to The Hollywood Reporter, A-list celebrities like Ben Affleck, Matthew McConaughey, and Alix Earle are earning between $3 million to $5 million per ad, while cameo appearances command lower fees. The Super Bowl has become a prime opportunity for brands to grab attention with humorous and nostalgic ads.
Ben Affleck teams up with Casey Affleck and Jeremy Strong for Dunkin’ Donuts, while Eugene Levy’s eyebrows take flight in a Little Caesars ad. Influencer Alix Earle stars in a Carl’s Jr. campaign, and Glenn Powell puts a fresh spin on Goldilocks for Ram Trucks. Meanwhile, Haagen-Dazs slows things down with the cast of Fast and Furious enjoying ice cream bars.
Uber Eats features a star-studded lineup including Matthew McConaughey and Martha Stewart. Michelob Ultra enlists Catherine O’Hara and Willem Dafoe as pickleball champions, while David Beckham and Matt Damon play long-lost twins for Stella Artois. Additionally, Post Malone, Peyton Manning, and Shane Gillis host a Bud Light block party.
Brands are leaning heavily on nostalgia, with Meg Ryan and Billy Crystal recreating their iconic When Harry Met Sally scene for Hellmann’s. Disney asks viewers to imagine a world without beloved characters like Elsa and Bart Simpson, while the Muppets team up with Booking.com.
AI is another recurring theme, with Meta’s smart glasses ad starring Chris Pratt, Kris Jenner, and Chris Hemsworth. Google’s 50 States, 50 Stories campaign highlights small businesses using Gemini AI. However, not all commercials are lighthearted—Dove addresses body image in youth sports, while Novartis raises awareness for breast cancer detection.
Tim Calkins, a marketing professor at Northwestern University, notes that advertisers have opted for a safe yet engaging approach, focusing on humor and nostalgia rather than taking creative risks. With a record-breaking ad spend and a high-stakes audience, Super Bowl commercials remain a key platform for brands to capture national attention.
