Super ads: Fight for attention with celebs, humor, and surprises

Super Bowl commercials have become just as anticipated as the game itself, with brands spending millions to entertain and engage the massive audience. This year’s lineup features a mix of celebrity reunions, humor, and social messages, all competing for attention in what is expected to be one of the most-watched television events of the year.

Star power fuels ad lineup

Celebrity appearances are a major theme this year. Meg Ryan and Billy Crystal reunite at Katz’s Deli for Hellmann’s, while Chris Pratt and Chris Hemsworth promote Meta’s AI-powered glasses. David Beckham and Matt Damon play long-lost twins for Stella Artois, and Matthew McConaughey, Kevin Bacon, and Greta Gerwig join forces in an Uber Eats commercial.

Humor takes center stage

Many brands are using absurdity to grab attention. Eugene Levy’s eyebrows take flight in a Little Caesars ad, while Nick Offerman and Kansas City Chiefs coach Andy Reid watch their mustaches float away in a Pringles commercial. Coors Light’s campaign features sloths struggling through the workweek, and Nestlé’s Coffee Mate ad includes a dancing tongue performing flips to a Shania Twain song.

Ads with a message

Some advertisers are focusing on social issues. Dove’s campaign highlights body confidence struggles among young girls, while Novartis raises awareness for breast cancer. Robert Kraft’s Foundation to Combat Antisemitism returns with an ad featuring Snoop Dogg and Tom Brady, emphasizing unity.

First-time advertisers enter the mix

Several brands are making their Super Bowl debut. Haagen-Dazs brings together Fast & Furious stars Michelle Rodriguez, Vin Diesel, and Ludacris in a slow-paced ice cream-themed spot. Instacart uses nostalgic brand mascots, including the Jolly Green Giant and the Pillsbury Doughboy, to showcase its delivery services. Totino’s Pizza Rolls, HexClad cookware, and Doritos all feature aliens in their ads.

The element of surprise

Some brands are keeping their ads under wraps until game day. Jeep and Ram are expected to air commercials but have not provided details. Dunkin’ secured the first spot after kickoff and teased an ad starring Ben and Casey Affleck alongside Jeremy Strong. Other companies, including Duracell and Liquid Death, are staying quiet about their campaigns.

With over 120 million viewers expected to tune in, the competition to stand out is fiercer than ever. Advertisers are banking on star power, humor, and emotional storytelling to make a lasting impact.