This year’s Super Bowl advertisements focused on lighthearted humor and nostalgia, avoiding any contentious topics as the Philadelphia Eagles showcased their skills against the Kansas City Chiefs on the field.
One memorable moment featured Eugene Levy, whose eyebrows comically flew away after indulging in Little Caesars pizza. Another ad showcased four elderly women joyfully taking a ride in a WeatherTech commercial, while sloths experienced a lazy Monday in a Coors Light spot. British singer Seal, humorously transformed into an actual seal during his Mountain Dew commercial, lamented his inability to hold the drink with his flippers.
Glenn Powell put a unique spin on the classic Goldilocks tale for Ram Trucks, while comedian Nate Bargatze entertained viewers by cloning himself and hiring an opera singer due to savings from DoorDash. Shaboozey strolled through the vibrant streets of New Orleans in a Nerds ad, and stars from the “Fast and Furious” series shared a leisurely drive in a convertible while enjoying Häagen-Dazs ice cream bars.
Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management, explained that advertisers faced a delicate situation this Super Bowl. Many ads were developed during the prior U.S. presidential election campaign, elevating the stakes of steering clear of controversy. The resulting advertisements featured a focus on simple humor and nostalgia, with minimal risk-taking, he noted.
Calkins also highlighted a critical challenge: “Everyone wants to err on the side of safety, but one must also be captivating. Risk-averse advertising often fails to make a lasting impression.” Advertisers are under pressure to stand out, as around 80 Super Bowl spots commanded a record price of $8 million for just 30 seconds.
Themes prevalent in this year’s Super Bowl ads included:
**Heartfelt Nostalgia**
Budweiser made a nostalgic return of its Clydesdales in a heartfelt commercial featuring a foal eager to join the team. Meg Ryan and Billy Crystal recreated their iconic deli scene from “When Harry Met Sally,” though this time Sally expressed her love for Hellmann’s mayonnaise. Harrison Ford shared thoughtful insights in a Jeep advertisement centered around freedom and personal choices. “This Jeep brings me joy, even with my last name being Ford,” he remarked.
The Muppets pursued accommodations through Booking.com, and an Instacart spot showcased an amusing lineup of beloved mascots, including Mr. Clean and the Pillsbury Doughboy. Disney also posed a thought-provoking question about a world lacking its iconic characters, like Elsa from “Frozen” and Bart Simpson.
According to Kimberly Whitler, a marketing professor at the University of Virginia’s Darden School of Business, nostalgia is increasingly becoming a focus in Super Bowl advertisements. Channeling familiar memories can resonate across generations and tie products to positive cultural experiences.
**Celebrity Pairings**
Unexpected pairings of celebrities helped broaden commercial appeal. Michelob Ultra featured actors Catherine O’Hara and Willem Dafoe as pickleball athletes, while soccer star David Beckham and actor Matt Damon were portrayed as long-lost twins bonding over Stella Artois. Celebrity chef Gordon Ramsay collaborated with comedian Pete Davidson for a HexClad advertisement, and Post Malone mingled with Shane Gillis and Peyton Manning at a Bud Light block party. Many familiar faces, including Matthew McConaughey and Martha Stewart, made appearances in an ad for Uber Eats.
Linli Xu, an associate professor of marketing at the University of Minnesota’s Carlson School of Management, noted that celebrity endorsements can spark conversation, but with many brands relying on them, they risk diluting their impact. “There is a delicate balance when including celebrities,” Xu remarked.
**Focusing on Women**
Several ads highlighted the achievements and experiences of women and girls. Novartis promoted early breast cancer detection, while Lay’s showcased a touching story featuring a young girl nurturing her own potato.
Women’s sports also received significant representation. Nike spotlighted athletes like Caitlin Clark and Sha’Carri Richardson, addressing the frequent challenges female athletes face. The ad concluded with an empowering message: “You can’t win. So win.” The NFL called for girls’ flag football to be recognized as a varsity sport nationwide. In a sobering note, Dove shared a statistic highlighting that half of girls who abandon sports do so after facing body type criticism. Xu emphasized that advertisers are tapping into the growing number of female viewers attending the big game and the NFL in general.
**Humorous and Unusual Concepts**
Charles Taylor, a marketing professor at Villanova, observed an increase in offbeat humor this year. Dunkin’ featured actor Jeremy Strong emerging from a coffee can covered in grounds, while a Nestlé Coffee Mate commercial depicted a dancing tongue celebrating iced foam. In a star-studded Pringles ad, notable figures including Chiefs coach Andy Reid watched their mustaches fly into the sky to promote the snack. While these ads captured attention, Taylor cautioned that the shock value might not always yield favorable results.
**Serious Themes**
This year wasn’t devoid of serious moments. Pfizer highlighted its dedication to cancer treatment, while Hims & Hers addressed America’s obesity crisis. An initiative founded by New England Patriots’ Robert Kraft aired an ad featuring Snoop Dogg and Tom Brady discussing mutual dislikes to emphasize the futility of hate. Additionally, Rocket encouraged viewers to sing along to “Take Me Home, Country Roads” while pondering the concept of home. Xu anticipated more ads promoting unity, particularly given the recent divisive election year, but noted that many advertisers chose humor instead.
“For the last few years, we’ve witnessed a desire for unity, especially after a contentious political landscape,” she added.
Returning for its third year was the religiously themed “He Gets Us” advertisement, featuring a captivating cover of “Personal Jesus” by Johnny Cash, depicting ordinary people engaging in kind acts. Funded by Come Near, this nonprofit aims to convey loving messages in impactful ways.
**The Rise of Artificial Intelligence**
Several ads introduced the concept of AI as a supportive tool. Actors Chris Pratt, Chris Hemsworth, and Kris Jenner showcased Meta’s smart glasses that utilize AI to answer questions via users’ visual experiences. Walton Goggins promoted GoDaddy Airo, which employs AI to aid in website creation and social content. Meanwhile, Google’s campaign, “50 States, 50 Stories,” spotlighted small businesses using Gemini AI. In a humorous twist, Cirkul’s ad saw comedian Adam Devine inadvertently ordering massive quantities of water bottles with the assistance of AI on his phone.