NEW YORK — Eugene Levy’s iconic eyebrows take flight to promote Little Caesars, while a whimsical tongue dances to the tune of Shania Twain’s song for Nestle’s Coffee Mate Cold Foam. Additionally, Meg Ryan and Billy Crystal make a charming return to Katz’s Deli in a Hellmann’s advertisement.
This blend of quirkiness and star power fills the airwaves and social media, signaling that Super Bowl advertising season has returned once again. The seasoned advertisers are reverting to well-established strategies such as celebrity appearances, humor, and endearing animals to capture the interest of audiences. On the other hand, newer brands are opting for bold and outrageous tactics to distinguish themselves in the competition to hold the attention of the over 120 million anticipated viewers set to watch the upcoming clash between the Philadelphia Eagles and the Kansas City Chiefs on Fox.
The Super Bowl draws a distinctive type of audience who are just as eager to see the commercials as they are to watch the game itself. “This is a moment in society when we unite as a nation,” noted Kimberly Whitler, a marketing professor from the University of Virginia’s Darden School of Business. “Despite differing loyalties on opposite ends of the field, we gather together.”
With over 80 advertisement slots shared among more than 50 brands during the game, it can prove challenging to ensure the audience remembers the brand’s message, particularly as some spots command an astonishing $8 million for just 30 seconds. This year, the competition has reached a fever pitch. Still, many advertisers firmly believe that the investment is worthwhile. Rachel Jaiven, leading the marketing efforts at Häagen-Dazs, mentioned that the brand made its inaugural Super Bowl appearance primarily due to the massive viewing figures and its ties to snacking culture.
“Today, we know that virtually everyone tunes in for the Super Bowl; it’s a broad audience,” Jaiven remarked, referencing their advertisement that features stars from the “Fast & Furious” series savouring an ice cream bar together. “This felt like the right moment for us to share our story, remind everyone of their fondness for Häagen-Dazs, and encourage them to stock their freezers.”
To generate buzz before the big day, many companies opt to unveil their commercials early. Taking a look at the ads that are out so far provides insight into the varied strategies that advertisers are using this year.
**CELEBRITY-FILLED SPECTACLES**
Hellmann’s created a buzz in advance with an ad featuring Meg Ryan and Billy Crystal’s characters from “When Harry Met Sally” sharing a sandwich at Katz’s Deli, alongside newcomer Sydney Sweeney, who echoes the iconic line, “I’ll have what she’s having.”
Meta showcases Chris Pratt and Chris Hemsworth enjoying art while wearing Ray-Ban Meta AI glasses, with Hemsworth accidentally munching on a banana that is part of a $6.2 million art installation, leading to a playful reprimand from Kris Jenner.
Michelob Ultra features actors Willem Dafoe and Catherine O’Hara as pickleball players who outsmart younger competitors for a chance to win Michelob Ultra beers.
Stella Artois presents soccer icon David Beckham discovering he has a twin named Dave Beckham, played by Matt Damon, as both share a taste for Stella Artois.
Uber Eats has Matthew McConaughey theorizing that football was invented as a means to promote food, alongside cameo appearances by notable personalities such as Martha Stewart and Kevin Bacon.
**LIGHTHEARTED HUMOR**
Coors Light presents adorable sloths getting into slow-paced trouble, including kitchen disasters and collision with glass doors, mirroring the lethargy many feel at work the day following the Super Bowl.
Eugene Levy’s eyebrows whisk away in a comedic ad for Little Caesars after he indulges in their Crazy Puffs, a peculiar twist echoed in another advertisement featuring Pringles.
Nestle Coffee Mate opts for absurd humor, showcasing a man’s tongue performing a dance, even flipping, to a song by Shania Twain to represent the delightful taste of Cold Foam.
Pringles has actor Nick Offerman, coach Andy Reid, and NBA star James Harden watching their mustaches whisk away in a humorous campaign.
**MEANINGFUL MESSAGES**
Dove focuses on the pressing issue of low body confidence in young girls, depicting a girl joyfully leaping down a street to H.E.R.’s rendition of “Born to Run.”
For a second consecutive year, the Foundation to Combat Antisemitism features ads with Robert Kraft, Snoop Dogg, and Tom Brady discussing the reasons behind mutual animosity to counter hate speech.
First-time advertiser Hims & Hers addresses the obesity crisis, advocating for more affordable weight loss medications.
The new face of Novartis promotes breast cancer awareness in an advertisement that features performers Wanda Sykes and Hailee Steinfeld.
**NEW BRANDS ON THE BLOCK**
Häagen-Dazs joins the Super Bowl lineup with “Fast & Furious” stars slowly cruising down the Pacific Coast Highway in a classic Chevrolet Chevelle to enjoy ice cream bars.
Instacart, making its debut among food delivery services, features a lively ad filled with recognizable brand characters, including the Jolly Green Giant and the Pillsbury Doughboy, showcasing what can be ordered through their platform.
Totinos Pizza Rolls presents a whimsical ad featuring aliens, coupled with contributions from comedian Tim Robinson. Additionally, other ads involving cookware brand Hexclad and Doritos also include alien themes.
**UNEXPECTED REVEALS**
Not all advertisements are rolled out ahead of time, leaving room for surprises on game day. Although Jeep and Ram, both Stellantis brands, have acknowledged their Super Bowl participation, details remain scarce.
Dunkin’ has secured the first ad slot following kickoff, teasing an appearance from Ben and Casey Affleck and Jeremy Strong without disclosing further details. Liquid Death is also set for its first promotional push with an in-house ad, while Duracell hints that its offering will feature a “Duracell Scientist” without providing additional information.
Experts in the advertising field believe that the debut of an AI-generated advertisement is unlikely, especially following public reaction to Coca-Cola’s holiday ad which utilized AI technology. Nonetheless, if such an ad were to debut, it would surely attract considerable attention.
