As Super Bowl Sunday nears, there’s more than just football to look forward to. Advertisers are gearing up to capture over 120 million viewers with their creative commercials. Brands are pulling out all the stops, casting celebrities like Kendall Jenner for Fanatics Sportsbook and George Clooney for Grubhub, and even reviving classic movie themes like “Jurassic Park” for Xfinity.
Super Bowl ads reflect the mood of the nation. For example, past events have seen the “Dot-Com Bowl” of 2000 and the “Crypto Bowl” of 2022. This year, the spotlight shines on health and tech, with many companies showcasing weight loss drugs and the latest gadgets. Villanova University marketing expert Charles Taylor notes that lighter, more cheerful tones are likely this year, given the serious news cycle. “It’s all about escape,” he said.
Super Bowl ad rates are hitting new heights. In 2025, an astonishing 127.7 million viewers tuned in, making it a prime spot for advertisers. NBC sold out ad space months in advance, charging around $8 million for 30 seconds, with some slots breaking the $10 million mark—a historic first. Peter Lazarus from NBCUniversal even dubbed February a “legendary month” for sports advertising.
This year, celebrity appearances are as big as ever. Advertisers use famous faces to draw in viewers. Fanatics Sportsbook’s ad featuring Kendall Jenner dives into the “Kardashian Kurse,” while Grubhub showcases Clooney offering deals for food delivery. Xfinity reunites the cast of “Jurassic Park” for a tech twist, creating a whimsical view of the iconic film.
AI is also making waves this year. Brands like Oakley and Svedka Vodka are leveraging artificial intelligence to stand out. Oakley’s meta glasses take center stage in action-packed ads, while Svedka’s robots demonstrate the brand’s vision of the future. Sara Saunders, CMO of Sazerac, mentioned the extensive effort to reimagine the robot character using AI, remarking on the months of work involved.
Health-related ads are prominently featured, with pharmaceutical companies stepping up. Novartis promotes a blood test for prostate cancer with a catchy tagline, while Boehringer Ingelheim features celebrities to raise awareness for kidney disease. Tim Calkins from Northwestern University observed, “We’re seeing a trend of pharmaceutical companies taking the spotlight this year.”
Amidst these new themes, traditional ones persist. Budweiser’s heartwarming ad celebrates its 150th anniversary, showing a Clydesdale foal growing up alongside a bald eagle. Pepsi joins in the fun by reigniting the cola wars with an ad featuring polar bears favoring Pepsi Zero Sugar over Coke. These nostalgic themes resonate strongly with viewers even in fresh formats.
Some surprises are in store too. While some brands release their ads early to build hype, others keep their cards close to their chest, like Dunkin’ Donuts featuring Ben Affleck alongside stars from classic sitcoms. There’s also buzz around Cadillac’s upcoming ad that may showcase its new Formula 1 car.
With this year’s blend of celebrity, technology, and traditional themes, Super Bowl Sunday promises to be a vibrant mix of entertainment and advertising spectacle.
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