All eyes were on the most-watched United States sporting event of the year, with viewers eagerly anticipating which celebrities would feature in the typically lucrative slate of commercials. Game broadcaster NBC sold out its entire ad inventory for the showdown between the Seattle Seahawks and the New England Patriots, with reports indicating an average cost of $8 million per 30-second spot. Remarkably, as many as ten advertisement slots sold for more than $10 million each, highlighting the immense commercial value of the Super Bowl platform.
Star-Studded Commercial Lineup
The advertisements showcased a diverse array of acting and singing sensations, each bringing their unique flair to promote major brands. Here are some of the standout commercials from Super Bowl LX.
George Clooney for Grubhub
The acclaimed star actor made a memorable appearance at a dinner setting in this commercial, announcing that Grubhub will no longer charge delivery or service fees on orders totalling at least $50. This strategic move aims to enhance customer value and loyalty.
Matthew McConaughey and The Kid Laroi for Uber Eats
For the second consecutive year, Matthew McConaughey attempted to convince celebrities, including Bradley Cooper and Parker Posey, that football is a conspiracy designed to make people hungry, thereby encouraging food orders. In a separate Uber Eats advertisement, The Kid Laroi received a new moniker, “The Man Laroi”, and underwent a transformation into an older version of himself, culminating in a humorous onstage fall. The ad’s slogan cleverly stated: New Name, No; New York Cheesecake, Yes.
Serena Williams for Ro
The former tennis legend featured in an advertisement for a second time, sharing her personal weight loss journey with the health company. Her involvement adds a layer of authenticity and inspiration to the brand’s messaging.
Chris Hemsworth for Alexa+
The Australian heartthrob appeared alongside his wife, Elsa Pataky, who had just begun using the artificial intelligence assistant to simplify daily tasks. In the commercial, Hemsworth initially believed Alexa was out to get him but soon discovered its utility in booking appointments such as “a massage and cinnamon scrub”. His surprised query, “Wait, you can do that?”, resonated with viewers.
Charli XCX for Poppi
The Brat singer and comedian Rachel Sennott starred in this prebiotic soft drink advertisement, which focused on bringing positive vibes and energy to the audience.
Sofia Vergara for Skechers
The Skechers’ Super Bowl advertisement featured Modern Family actress Sofía Vergara, who demonstrated the ease of putting on Skechers’ hands-free slip-ins by dramatically throwing shoes with laces out the window and into a pool.
Sabrina Carpenter for Pringles
The pop star engaged in a flirtatious and creative scenario, building her dream man—dubbed Pringleleo—out of potato chips. This entertaining advertisement showcased her playful side and the brand’s innovative approach.
Hailee Steinfeld and Katseye for State Farm
State Farm leveraged star power in its Super Bowl commercial, featuring actress Hailee Steinfeld, who is married to Buffalo Bills player Josh Allen. She sought coverage from the fictitious Halfway There Insurance, founded by comedians Keegan-Michael Key and Danny McBride. The comedic duo travelled back in time with mullets and rocked out to Livin’ on a Prayer, with a surprise appearance by the girl group Katseye adding to the excitement.
Benson Boone and Ben Stiller for Instacart
The Mystical Magical singer and Zoolander actor portrayed brothers who were also part of a Europop duo in Instacart’s Super Bowl advertisement. During a performance, Boone executed one of his iconic flips, prompting Stiller to attempt to one-up him by jumping from increasingly higher platforms on stage, resulting in disastrous yet hilarious effects.
Pepsi v Coca-Cola for Pepsi
In a bold move, a polar bear—a longtime Coca-Cola mascot—participated in a blind taste test and chose Pepsi over Coke. The animal expressed shock upon discovering his preference for Pepsi and subsequently engaged in therapy sessions with Taika Waititi, adding a humorous twist to the rivalry.
Backstreet Boys for T-Mobile
The Backstreet Boys performed a restructured version of their hit song, I Want It That Way, crooning “Tell me why,” T-Mobile is superior to other telecommunications providers and offers extensive benefits to customers. This nostalgic performance aimed to resonate with a broad audience.
Brian Baumgartner for Ramp
Brian Baumgartner reprised his beloved role as accountant Kevin Malone from The Office in an advertisement for fintech startup Ramp. His involvement brought a sense of familiarity and humour to the commercial.
Trailer Premieres
Several trailers capitalised on the global viewership, with Steven Spielberg’s Disclosure Day, Scream 7, Minions and Monsters, and Disney’s The Mandalorian and Grogu receiving air time. These previews generated significant anticipation among audiences worldwide.
