As Tremendous Bowl Sunday approaches, the battle off the sector for advertisers to win over 120 million-plus viewers will likely be simply as heated because the rivalry between the New England Patriots and Seattle Seahawks.
Dozens of advertisers are pulling out all of the stops for Tremendous Bowl 60, airing Sunday on NBC. They’re hoping that audiences tuning in will keep in mind their model names as they stuff their adverts with celebrities starting from Kendall Jenner (Fanatics Sportsbook) to George Clooney (Grubhub), tried-and-true advert icons just like the Budweiser Clydesdales, and nostalgia for well-known film properties similar to “Jurassic Park” (Comcast Xfinity).
Every year Tremendous Bowl adverts supply a snapshot of the American temper — in addition to which industries are flush with money that individual yr: from the “Dot-Com Bowl” of 2000 to the “Crypto Bowl” of 2022.
This yr’s traits embrace well being and telehealth corporations promoting weight reduction medication and medical assessments, tech corporations exhibiting off their newest devices and apps and advertisers showcasing AI of their adverts.
Villanova College advertising professor Charles Taylor stated due to the heavy headlines within the information recently — from the immigration enforcement surge in Minnesota to conflicts overseas — he expects advertisers to stay to a light-weight and foolish tone.
“Due to the Tremendous Bowl’s standing as a popular culture occasion with a enjoyable social gathering ambiance, the overwhelming majority of manufacturers will keep away from any darkish or divisive tone and as a substitute enable customers to flee from occupied with these troubled occasions,” he stated.
File-breaking costs
Advertisers flock to the Tremendous Bowl every year as a result of so many individuals watch the massive recreation. In 2025, a document 127.7 million U.S. viewers watched the sport throughout tv and streaming platforms.
Demand is larger than ever, since reside sporting occasions are one of many few remaining locations within the fractured media panorama the place advertisers can attain a big viewers. NBC offered out of advert house in September.
House offered for a median of $8 million per 30-second unit, however a handful of spots offered for $10 million-plus, a document, stated Peter Lazarus, govt vp, sports activities & Olympics, promoting and partnerships for NBCUniversal. He stated he was calling February, with the Tremendous Bowl, Olympics and the NBA All-Star Sport, “legendary February.”
Lazarus stated 40% of advertisers purchased throughout all of NBC’s main sports activities properties, and 70% of Tremendous Bowl advertisers purchased the Olympics as effectively.
Celebrities galore
That includes celebrities is a tried-and-true approach advertisers can get goodwill from viewers. This yr, Fanatics Sportsbook enlists Kendall Jenner to speak concerning the “Kardashian Kurse,” during which unhealthy issues occur to basketball gamers she dates.
George Clooney seems in a Grubhub add to advertise a deal that the supply app provides to “Eat the Charges” on orders of $50 or extra.
A number of adverts function a couple of superstar or sports activities star. Michelob Extremely exhibits Kurt Russell coaching actor Lewis Pullman, as Olympic snowboarder Chloe Kim and hockey participant T.J. Oshie watch on a ski slope.
Xfinity reunites Sam Neill, Laura Dern and Jeff Goldblum in a tongue-in-cheek reimagining of “Jurassic Park” that exhibits an Xfinity tech bringing energy again to the island so nothing goes awry.
And Uber Eats enlists Matthew McConaughey for the second yr in a row to persuade celebrities — this yr it’s Bradley Cooper and Parker Posey — that soccer is a conspiracy to make individuals hungry in order that they order meals.
AI takes the stage
For the second yr in a row, AI is making waves in Tremendous Bowl adverts.
Oakley Meta touts their AI-enabled glasses in two action-packed spots exhibiting Spike Lee, Marshawn Lynch and others utilizing the glasses to movie video and reply questions.
Wix Concord debuted an advert that options its internet design software program that makes use of AI instruments. Wix can be airing an add for Base44, an AI app builder. And OpenAI will promote in the course of the recreation with a yet-to-be revealed advert.
Svedka Vodka enlisted Silverside AI, an AI studio, to assist create their advert, which options their robotic mascot FemBot together with a male counterpart, BroBot. They took that method due to Svedka’s positioning because the “vodka of the longer term,” stated Sara Saunders, chief advertising officer at Sazerac, which purchased the Svedka model in 2025.
“We reimagined the robotic through AI,” Saunders stated. “It took us many, many months to rebuild her, to present her performance, to present her that human spirit that we needed to point out up on behalf of the model.”
Well being and telehealth
Well being and telehealth suppliers are in every single place throughout Tremendous Bowl 60. Two pharma corporations are promoting assessments: Novartis touts a blood take a look at to display screen for prostate most cancers with the tagline “Loosen up your tight finish,” that includes soccer tight ends enjoyable. Boehringer Ingelheim’s advert stars Octavia Spencer and Sofia Vergara, who encourage individuals to display screen for kidney illness.
Liquid I.V., which makes an electrolyte drink combine, has teased an advert about staying hydrated.
Telehealth agency Ro is utilizing Serena Williams of their advert for GLP-1 weigh loss medication. Novo Nordisk, which makes Wegovy and Ozempic, has teased that it’ll have a spot as effectively.
Hims & Hers — one other firm that gives GLP-1 weight reduction medication — has an advert that claims the corporate offers individuals higher entry to well being care that often solely wealthy individuals get.
“You would name this the GLP-1 Tremendous Bowl,” stated Tim Calkins, a medical professor of promoting at Northwestern College. “Usually you don’t see lots from pharmaceutical corporations on the Tremendous Bowl, however this yr we’re going to see fairly just a few exhibiting up.”
Tried-and-true themes
Some advertisers are sticking to the tried and true. Budweiser’s heartwarming advert exhibits a Clydesdale foal rising up with a bald eagle to the tune of Lynyrd Skynyrd’s “Free Chook.” The advert celebrates Budweiser’s a hundred and fiftieth anniversary.
And Pepsi tries to reignite the Cola wars with their advert exhibiting polar bears — Coca-Cola’s well-known mascots — selecting Pepsi Zero Sugar over Coke Zero in a blind style take a look at. The advert ends with the bears being caught on a “kiss cam.”
Surprises
Whereas nearly all of Tremendous Bowl advertisers launch their advert early to attempt to capitalize on buzz, some maintain again till recreation day to disclose their advert.
Pepsi-owned smooth drink Poppi teased that pop star Charli XCX and actress Rachel Sennott will star of their advert.
Ben Affleck is again in an advert for Dunkin’ Donuts. A teaser spot confirmed him with ’90s sitcom legends Jennifer Aniston and Matt LeBlanc of “Associates” and Jason Alexander from “Seinfeld.”
And there are fewer automobile advertisers this yr, however Cadillac is hinting that it’ll exhibit its new Method 1 automobile in an advert.
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