As Super Bowl Sunday approaches, the advertising landscape reflects current trends, with a notable surge in commercials focused on artificial intelligence and health-related products, particularly weight loss drugs. This year’s game, pitting the New England Patriots against the Seattle Seahawks, is expected to draw over 120 million viewers, making it a prime opportunity for brands to reach a massive audience.
Beyond the athletic competition, the Super Bowl has become a cultural barometer, showcasing which industries are investing heavily in advertising. From the “Dot-Com Bowl” of 2000 to the “Crypto Bowl” of 2022, the ads reflect the economic and societal preoccupations of the time. This year, alongside the traditional celebrity endorsements – ranging from Kendall Jenner for Fanatics Sportsbook to George Clooney for Grubhub, and the return of iconic figures like the Budweiser Clydesdales – a clear emphasis on technology and health is emerging.
The Rise of AI in Advertising
Artificial intelligence is making a significant splash in Super Bowl advertising. Companies are leveraging the buzz around AI to showcase new technologies. Anthropic, an AI developer, is running commercials highlighting a key differentiator for its chatbot, Claude: the absence of advertisements. Their ad depicts a scenario where a man seeking fitness advice receives unwanted ads from a competing chatbot, implicitly criticizing other platforms like OpenAI’s ChatGPT, which reportedly plans to include ads in its free and cheaper versions.
The competitive landscape in the AI space is evident in the response from OpenAI CEO Sam Altman, who publicly acknowledged Anthropic’s “funny” ads but labeled them “dishonest” and pointed to his company’s larger user base. OpenAI will also be airing a commercial during the Super Bowl, the details of which remain undisclosed.
Other tech giants are also joining the fray. Amazon is featuring Chris Hemsworth in a humorous ad showcasing the capabilities of its new Alexa+ chatbot. Oakley Meta is promoting its AI-enabled glasses with spots featuring Spike Lee and Marshawn Lynch, demonstrating their video recording and question-answering features. Google’s ad focuses on the integration of AI with its photo and home organization tools, depicting a family imagining their future home.
A Focus on Health and Wellness
The Super Bowl advertising lineup also reflects a growing emphasis on health and wellness, particularly in the realm of weight loss and preventative care. Several pharmaceutical companies are utilizing the platform to promote medical tests and treatments.
Novartis is advertising a blood test for prostate cancer screening, using the tagline “Relax your tight end” and featuring football players. Boehringer Ingelheim is running a commercial starring Octavia Spencer and Sofia Vergara, encouraging viewers to get screened for kidney disease. Liquid I.V., a popular electrolyte drink mix, is also teasing an ad focused on hydration.
Perhaps the most prominent trend in the health sector is the advertising of GLP-1 receptor agonists, a class of drugs used for weight loss. Telehealth firm Ro is featuring Serena Williams in an ad for these medications, while Novo Nordisk will air a 90-second spot with Kenan Thompson and other celebrities promoting Wegovy. Hims & Hers is also advertising its access to these drugs, positioning them as a way to democratize access to healthcare typically reserved for the wealthy.
According to Tim Calkins, a clinical professor of marketing at Northwestern University, the prevalence of pharmaceutical advertising at this year’s Super Bowl is noteworthy. “Often you don’t see a lot from pharmaceutical companies on the Super Bowl, but this year we’re going to see quite a few showing up,” he noted.
Appealing to Emotions and Shared Experiences
While technology and health are prominent themes, many advertisers are also opting for emotionally resonant campaigns. Budweiser’s ad celebrates the company’s 150th anniversary with a heartwarming story of a Clydesdale foal and a bald eagle, set to Lynyrd Skynyrd’s “Free Bird.” Lay’s is featuring a father-daughter potato farming duo as the father retires and passes the business on, accompanied by a cover of Keane’s “Somewhere Only We Know.”
Amazon’s Ring ad highlights the community aspect of its technology, showcasing how users can help locate lost dogs. Toyota’s commercial depicts a grandfather and grandson bonding over generations of Toyota Rav4 ownership. Dove is promoting body positivity among young girls.
Villanova University marketing professor Charles Taylor suggests this focus on positive emotions is a deliberate strategy, given the current geopolitical climate and domestic concerns, such as the immigration enforcement surge in Minnesota and ongoing conflicts abroad. “More of this year’s ads openly focus on humanity and being humane to others than I’ve ever seen in a Super Bowl,” he said. Advertisers are aiming to provide a temporary escape from troubling times, offering a light and silly tone to appeal to the Super Bowl’s fun and festive atmosphere.
Surprises and Last-Minute Reveals
Some advertisers are maintaining an element of surprise, withholding details of their commercials until game day. Pepsi-owned Poppi has teased an ad featuring pop star Charli XCX and actress Rachel Sennott. Dunkin’ Donuts is bringing back Ben Affleck, alongside Jennifer Aniston and Matt LeBlanc from “Friends” and Jason Alexander from “Seinfeld.” Cadillac is hinting at a reveal of its new Formula 1 car.
With a record 127.7 million viewers tuning in to the Super Bowl in 2025, advertisers are eager to capitalize on the opportunity to reach a vast audience. The combination of celebrity endorsements, cutting-edge technology, and a focus on health and emotional connection suggests a diverse and engaging advertising lineup for Super Bowl 60.
