Super Bowl 2025 Ads: Celebs, AI & Big Spenders Vie for Viewers

The advertising battle for Super Bowl LX is already heating up, with brands pulling out all the stops to capture the attention of an expected audience exceeding 120 million viewers. As the New England Patriots prepare to face the Seattle Seahawks this Sunday, the off-field competition for brand recognition promises to be just as fierce.

Dozens of advertisers are investing heavily in Super Bowl spots, hoping to leave a lasting impression. This year’s lineup features a blend of established celebrities, nostalgic references, and emerging trends, reflecting both the American cultural landscape and the industries with the most to spend.

The cost of entry is significant. NBC has already sold out its advertising inventory, with 30-second spots averaging $8 million, and a handful exceeding $10 million – a new record, according to NBCUniversal.

Celebrity endorsements remain a cornerstone of Super Bowl advertising. Fanatics Sportsbook is featuring Kendall Jenner in a campaign playfully referencing the so-called “Kardashian curse,” while George Clooney will appear in a Grubhub commercial promoting a deal to cover delivery fees on orders of $50 or more. Several ads boast multiple stars, including Michelob Ultra’s spot with Kurt Russell, Lewis Pullman, Chloe Kim, and T.J. Oshie.

Nostalgia is also playing a key role. Xfinity is reimagining “Jurassic Park” with Sam Neill, Laura Dern, and Jeff Goldblum, humorously depicting a technician restoring power to the island. Uber Eats is bringing back Matthew McConaughey for a second year, this time alongside Bradley Cooper and Parker Posey, to suggest that football is a conspiracy designed to make people hungry.

Artificial intelligence is emerging as a prominent theme in this year’s commercials. Oakley Meta is showcasing its AI-enabled eyewear in action-packed spots featuring Spike Lee and Marshawn Lynch. Wix is promoting Wix Harmony, its web design software powered by AI tools, and will also feature an ad for Base44, an AI app creator. OpenAI, the company behind ChatGPT, is making its Super Bowl debut with an as-yet-unrevealed advertisement.

The healthcare sector is also making a significant investment. Pharmaceutical companies are advertising medical tests, with Novartis promoting a blood test for prostate cancer. Telemedicine provider Ro is featuring Serena Williams in a commercial for GLP-1 weight loss medications, and Novo Nordisk, the manufacturer of Wegovy and Ozempic, is expected to have a presence as well.

Some brands are opting for tried-and-true approaches. Budweiser is celebrating its 150th anniversary with a commercial featuring Clydesdale horses and an eagle soaring to the tune of Lynyrd Skynyrd’s “Free Bird.” Pepsi is attempting to reignite the cola wars with a spot showing polar bears – Coca-Cola’s iconic mascots – choosing Pepsi Zero Sugar in a blind taste test.

Advertisers are increasingly releasing their commercials early to capitalize on pre-game buzz, but some are holding back for a grand reveal on game day. Dunkin’ Donuts is teasing a spot featuring Ben Affleck alongside Jennifer Aniston, Matt LeBlanc, and Jason Alexander.

While the automotive sector has a smaller presence this year, Cadillac is planning to showcase its new Formula One car in a commercial. The overall trend suggests a shift towards lighter, more humorous tones, as advertisers aim to provide a welcome escape from current events, including international conflicts and domestic issues like immigration enforcement.

Villanova University marketing professor Charles Taylor suggests that brands are deliberately avoiding divisive or dark themes, opting instead to create a fun and escapist atmosphere consistent with the Super Bowl’s status as a major pop culture event. The sheer scale of the Super Bowl audience – a record 127.7 million U.S. Viewers tuned in across television and streaming platforms in 2025 – continues to make it an unparalleled opportunity for advertisers to reach a massive audience.