BY EMMANUEL OGBONNA
As Super Bowl Sunday nears, the fiercest competition may unfold not on the field but during commercial breaks, where advertisers are preparing an all-out push to capture the attention of more than 120 million viewers expected to tune in for Super Bowl 60 on NBC. The matchup between the New England Patriots and the Seattle Seahawks provides the backdrop, but for marketers, the real rivalry is for memorability in the most expensive advertising arena in American television.
Dozens of brands are sparing no expense for the broadcast, leaning heavily on star power, nostalgia and emotional storytelling to stand out in a crowded field. Celebrity appearances range from Kendall Jenner promoting Fanatics Sportsbook to George Clooney fronting a Grubhub campaign, alongside familiar advertising icons such as the Budweiser Clydesdales. Several companies are also tapping into beloved movie franchises, including Comcast Xfinity’s revival of the “Jurassic Park” cast, to spark instant recognition.
Super Bowl advertising has long served as a cultural barometer, reflecting both the national mood and the industries with the deepest pockets in a given year. Past editions have earned nicknames like the “Dot-Com Bowl” at the height of the internet boom and the “Crypto Bowl” during the peak of cryptocurrency hype. This year’s slate points to a blend of emerging technology, health care marketing and a renewed emphasis on warmth and reassurance.
Artificial intelligence and technology companies are among the most visible players, using the event to introduce new products and philosophies to a mass audience. Health care, pharmaceutical and telehealth firms are also prominent, particularly those promoting weight-loss drugs, diagnostic tests and broader access to care. At the same time, many established brands are opting for sentimental narratives designed to resonate across generations.
Charles Taylor, a marketing professor at Villanova University, said the broader news environment is likely shaping advertisers’ creative choices. With recent headlines dominated by domestic policy tensions and ongoing international conflicts, he expects most brands to avoid controversy and instead lean into humor and escapism.
“Because of the Super Bowl’s status as a pop culture event with a fun party atmosphere, the vast majority of brands will avoid any dark or divisive tone,” Taylor said. “They want to give people a break from the heaviness of the moment.”
The financial stakes underscore why companies are willing to take that approach. The Super Bowl remains one of the last mass-viewing events in an increasingly fragmented media landscape. Last year’s game drew a record 127.7 million viewers across television and streaming platforms, reinforcing its unmatched reach. NBC sold out its advertising inventory months in advance, reflecting demand that continues to outpace supply.
Thirty-second commercial slots averaged about $8 million this year, with several selling for more than $10 million, setting new records. NBCUniversal executive Peter Lazarus described February as a “legendary” month for the network, bolstered not only by the Super Bowl but also by the Olympics and the NBA All-Star Game. Many advertisers extended their buys across multiple major sports properties, signaling confidence in live events as a cornerstone of brand exposure.
The rise of artificial intelligence has been especially noticeable. Anthropic is debuting commercials highlighting its Claude chatbot, emphasizing that it operates without ads. One spot humorously depicts a user being interrupted by advertising rather than receiving help. The campaign drew a public response from OpenAI CEO Sam Altman, who criticized the messaging while acknowledging its humor. OpenAI is countering with its own Super Bowl commercial, details of which remain under wraps.
Other tech giants are taking lighter approaches. Amazon imagines exaggerated scenarios involving its upgraded Alexa+ chatbot, while Meta and Oakley spotlight AI-enabled glasses in action-packed sequences featuring filmmakers and athletes. Google’s ad centers on a mother and son envisioning their future home with the help of AI-powered photo and design tools.
Celebrity appearances remain a reliable tactic for grabbing attention. In addition to Jenner and Clooney, Sabrina Carpenter stars in a Pringles spot that plays with the idea of building the “perfect man” out of potato chips. Michelob Ultra pairs Hollywood and sports figures in a snowy training montage, while Uber Eats again features Matthew McConaughey spinning an elaborate theory that football exists to make people hungry.
Health and telehealth advertising is unusually prominent this year. Pharmaceutical companies are using humor and star power to promote screening tests, while telehealth platforms are showcasing weight-loss medications and expanded access to treatment. Marketing experts note that such visibility reflects both the commercial success of these products and a broader effort to normalize conversations about health care.
Emotional storytelling rounds out the lineup. Budweiser marks its 150th anniversary with a sweeping ad featuring a Clydesdale foal and a bald eagle, set to classic rock music. Lay’s follows a generational transition on a family potato farm, while Amazon, Toyota and Dove focus on themes of community, safety and self-acceptance.
Taylor said the prevalence of heartfelt messaging is no accident. “More of this year’s ads openly focus on humanity and being humane to others than I’ve ever seen in a Super Bowl,” he said, pointing to campaigns that emphasize connection over product features.
Despite the trend toward early releases to build buzz, a handful of brands are saving surprises for game day. Teasers hint at appearances by pop stars, Hollywood actors and sports legends, while Cadillac has suggested it will unveil its new Formula 1 car in a rare automotive showing.
When the game kicks off, viewers may debate the outcome on the field, but by Monday morning, another verdict will be clear: which brands managed to turn a few costly seconds into lasting cultural impact.