Super Bowl LX saw the Seahawks triumph over the Patriots, but as always, the real battleground was the commercial breaks. This year’s ads were a mix of celebrity cameos, AI showcases, and absurd humor, making for a memorable (and expensive) viewing experience. Here’s a breakdown of the biggest spots that dominated the conversation.
The Pop Culture Blitz
Several brands leaned heavily into existing franchises and trending moments. Pokémon celebrated its 30th anniversary with a star-studded ad featuring Lady Gaga and Jigglypuff, capitalizing on nostalgia. This move highlights how brands are increasingly relying on established IPs to cut through the noise. Similarly, Scream 7 dropped a high-octane trailer during the game, reminding audiences of its upcoming February release.
Disney’s Baby Yoda (Grogu) teaser also captured attention, subtly reminding viewers of The Mandalorian’s continued relevance. These franchise tie-ins aren’t accidental; they guarantee immediate recognition and engagement.
AI and the Future of Advertising
Artificial intelligence took center stage in multiple ads. Google showcased its Gemini AI assistant, demonstrating how it can help users design their dream homes. Meanwhile, Oakley Meta’s AI-powered glasses were featured in a spot with Marshawn Lynch, highlighting real-time data capture.
Svedka Vodka pushed boundaries further by using AI to create its entire commercial, marking the first vodka ad on the Super Bowl in 30 years. This signals a growing trend: brands are not just using AI to optimize ads, but to generate them entirely. Anthropic even took a direct jab at OpenAI with a Claude ad, underscoring the competitive tensions in the AI space.
The Absurd and the Hilarious
Humor remained a cornerstone of Super Bowl advertising. DoorDash’s spot featuring 50 Cent leaned into his infamous beefs, while Liquid Death’s exploding heads ad delivered shock value.
Melissa McCarthy’s telenovela-style ad for e.l.f. stood out for its over-the-top drama, and Uber Eats continued its tradition of bizarre celebrity pairings with Matthew McConaughey annoying Bradley Cooper. These ads aimed for virality through sheer memorability.
Unexpected Cameos and Strategic Plays
Several brands surprised viewers with unexpected celebrity appearances. Budweiser celebrated its 150th anniversary with a horse-themed ad, while Michelob Ultra featured Kurt Russell and Lewis Pullman.
Fanatics Sportsbook leaned into controversy with a Kardashian-themed ad, referencing the so-called “Kardashian curse.” This demonstrates a willingness to push boundaries and generate buzz, even if it means courting criticism.
The Final Takeaway
Super Bowl LX’s ads were a reflection of current marketing trends: reliance on nostalgia, integration of AI, and a willingness to embrace absurdity. Brands continue to spend record amounts on these spots, not just for the reach, but for the cultural conversation they generate. The commercials themselves have become as much a part of the Super Bowl experience as the game itself.
