By MAE ANDERSON, Related Press
NEW YORK (AP) — As Tremendous Bowl Sunday approaches, the battle off the sector for advertisers to win over 120 million-plus viewers will probably 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 Super Bowl 60, airing Sunday on NBC. They’re hoping that audiences tuning in will bear 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 resembling “Jurassic Park” (Comcast Xfinity).
Every year Tremendous Bowl adverts provide a snapshot of the American temper — in addition to which industries are flush with money that specific yr: from the “Dot-Com Bowl” of 2000 to the “Crypto Bowl” of 2022.
This yr’s developments embrace well being and telehealth firms promoting weight loss drugs and medical assessments, tech firms displaying off their newest devices and apps and advertisers showcasing AI of their adverts.
Villanova College advertising and marketing professor Charles Taylor mentioned due to the heavy headlines within the information these days — from the immigration enforcement surge in Minnesota to conflicts abroad — 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 get together environment, the overwhelming majority of manufacturers will keep away from any darkish or divisive tone and as a substitute permit shoppers to flee from fascinated by these troubled occasions,” he mentioned.
Document-breaking costs
Advertisers flock to the Tremendous Bowl every year as a result of so many individuals watch the massive recreation. In 2025, a record 127.7 million U.S. viewers watched the game throughout tv and streaming platforms.
Demand is greater than ever, since stay 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 area in September.
House offered for a mean of $8 million per 30-second unit, however a handful of spots offered for $10 million-plus, a file, mentioned Peter Lazarus, government vp, sports activities & Olympics, promoting and partnerships for NBCUniversal. He mentioned he was calling February, with the Tremendous Bowl, Olympics and the NBA All-Star Sport, “legendary February.”
Lazarus mentioned 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 in regards to the “Kardashian Kurse,” by which dangerous issues occur to basketball gamers she dates.
George Clooney seems in a Grubhub add to advertise a deal that the supply app presents to “Eat the Charges” on orders of $50 or extra.
A number of adverts characteristic a couple of celeb 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 so 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 displaying 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 strategy due to Svedka’s positioning because the “vodka of the long run,” mentioned Sara Saunders, chief advertising and marketing officer at Sazerac, which purchased the Svedka model in 2025.
“We reimagined the robotic by way of AI,” Saunders mentioned. “It took us many, many months to rebuild her, to present her performance, to present her that human spirit that we wished to indicate up on behalf of the model.”
Well being and telehealth
Well being and telehealth suppliers are in all places throughout Tremendous Bowl 60. Two pharma firms are promoting assessments: Novartis touts a blood check to display for prostate most cancers with the tagline “Calm down your tight finish,” that includes soccer tight ends stress-free. Boehringer Ingelheim’s advert stars Octavia Spencer and Sofia Vergara, who encourage individuals to display 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 medicine. Novo Nordisk, which makes Wegovy and Ozempic, has teased that it’s going to have a spot as effectively.
Hims & Hers — one other firm that gives GLP-1 weight reduction medicine — has an advert that claims the corporate provides individuals higher entry to well being care that normally solely wealthy individuals get.
“You may name this the GLP-1 Tremendous Bowl,” mentioned Tim Calkins, a scientific professor of promoting at Northwestern College. “Typically you don’t see quite a bit from pharmaceutical firms on the Tremendous Bowl, however this yr we’re going to see fairly a number of displaying 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 Hen.” The advert celebrates Budweiser’s a hundred and fiftieth anniversary.
And Pepsi tries to reignite the Cola wars with their advert displaying polar bears — Coca-Cola’s well-known mascots — selecting Pepsi Zero Sugar over Coke Zero in a blind style check. 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 tender 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 “Buddies” and Jason Alexander from “Seinfeld.”
And there are fewer automotive advertisers this yr, however Cadillac is hinting that it’s going to showcase its new System 1 automotive in an advert.
