Super Bowl Sunday is just around the corner, and viewers can expect an array of high-profile actors, dazzling special effects, and plenty of laughs from this year’s commercials. In a media landscape that has become increasingly fractured and polarized, the Super Bowl remains an anomaly, with viewership actually increasing in recent years. Marketers are keen to take advantage of this massive audience, using the game as a platform to showcase new products, brand extensions, and their marketing messages.
This year, Super Bowl advertisers are embracing entertainment, enjoyment, and escapism as their primary ad strategies. With the U.S. presidential election and global conflicts causing division and tension, advertisers are opting for flights of fantasy or light humor, often with a nostalgic twist and mini-reunions of beloved TV characters. Seriousness is out, according to Kimberly Whitler, a marketing professor at the University of Virginia’s Darden School of Business.
Many Super Bowl commercials have already been released, giving us a glimpse into what to expect on game day. One recurring theme is the reunion of TV show characters in ads. T-Mobile, for instance, has been reuniting “Scrubs” co-stars in their Super Bowl ads since 2022. This year, they team up Zach Braff and Donald Faison to sing a version of “Flashdance… What a Feeling,” with a cameo by Jason Momoa. Other ads feature reunions from shows like “Friends,” “Parks and Recreation,” and “30 Rock.” Northwestern University marketing professor Tim Calkins explains that these reunions help establish a connection with the audience through familiar characters.
Nostalgia and humor are also prevalent in this year’s ads. Molson Coors brings back their “Chill Train” from nearly two decades ago in a tongue-in-cheek ad that crashes into a football watching party to deliver Coors Light. Sofia Colucci, the chief marketing officer for Molson Coors, sees the Super Bowl as a unique opportunity to reach existing customers while attracting new ones. Doritos introduces their new Dinamita chips with an ad featuring two grandmotherly women pursuing actor Danny Ramirez, who snatched the last bag of chips from a store shelf. Frito-Lay North America CMO Brett O’Brien explains that Dinamitas aims to appeal to a multicultural young audience aged 16 to 24.
Celebrity appearances have always been a staple of Super Bowl commercials, and this year is no exception. The star power seems to be even higher than before, with big names like Arnold Schwarzenegger, Ice Spice, and Christopher Walken making appearances. Ads have also featured multiple celebrities, such as soccer legend Lionel Messi, “Ted Lasso” star Jason Sudeikis, and retired Miami Dolphins quarterback Dan Marino. Squarespace even enlisted Martin Scorsese to direct their Super Bowl ad. While star-power can be exciting, advertisers run the risk of viewers remembering the celebrities but forgetting the brand name. To avoid this, some advertisers choose celebrities who already have a connection to the brand or tap into recent pop culture moments.
As always, there will be surprises on game day. Some advertisers, like Amazon, have kept their plans under wraps. There is also speculation about potential ads related to the Taylor Swift buzz this year. Regardless of what surprises may come, advertisers are aware of the “Taylor Swift effect” and are aiming to reach a wide range of viewers, not just sports fans.
The Super Bowl continues to be a cultural phenomenon that draws millions of viewers each year. Advertisers are well aware of this captive audience and are going all out to capture their attention during game breaks. With high-profile actors, dazzling effects, and a focus on entertainment and escapism, this year’s Super Bowl commercials are sure to be a highlight of the game day experience.
