The Super Bowl, set for February 9, 2025, is gearing up to showcase not only the Philadelphia Eagles versus the Kansas City Chiefs but also some of the most star-studded commercials ever. With over 100 million viewers expected, it's no surprise the event has become the pinnacle of advertising opportunities. Brands are willing to pay top dollar for prime commercial spots, and this year, Fox has secured record-breaking rates of around $8 million for 30-second ad slots, reported by The Hollywood Reporter.
Mark Evans, Fox Sports' executive vp of ad sales, describes the Super Bowl as “the only place to be able to aggregate this type of scale quickly, and I think it’s a safe haven.” This incredible reach means the stakes are extraordinarily high for brands aiming to create memorable promotions. Georgie Jeffreys, head of marketing for Uber, highlights the challenge, saying, “The stakes are very, very high, and not every brand can win. There’s only going to be a handful of brands super memorable the next day for most people.”
This year, experts estimate 80 to 100 celebrities will feature across various ads, showing the rising trend of star power's role within marketing campaigns. Tim Curtis, senior partner at WME, notes, “That’s a lot, and you need to sort of break out from it. But usually, strong, comedic creative without celebrities can get forgotten.” The need for standout spots has never been clearer.
Among the celebrity-studded line-up, Uber Eats has enlisted popular figures including Matthew McConaughey, Kevin Bacon, Greta Gerwig, and Charli XCX. They aim to deliver creative commercials infused with star power. For Stella Artois, the iconic duo of Matt Damon and David Beckham will depict estranged twins discovering their kinship over backyard barbecue festivities, all tied together by their shared love for beer.
Michelob Ultra's commercial features Willem Dafoe and Catherine O’Hara demonstrating their pickleball skills with cameos from NFL star Randy Moss and Olympian Ryan Crouser. Meanwhile, Billy Crystal and Meg Ryan bring nostalgia by recreading the famous deli scene from When Harry Met Sally, joined by Sydney Sweeney for Hellmann’s mayonnaise.
The financial stakes for Super Bowl advertisers are immense. The entire cost of producing and airing these commercials can reach between $10 million and $20 million. This figure encompasses talent fees, production costs, and the overall ad spending at one of television's most-watched events. Interestingly, the trend has shifted dramatically; before the pandemic, only one-third of ads featured celebrities, and now, more than 70 percent do.
Interestingly, these commercial spots not only push brands but also allow the stars to boost their own personal brands or advocate for causes they care about. Matt Damon aims to spotlight Water.org, the organization he co-founded, within his Stella Artois advertisement. “For us at water.org, there’s been an attempt for us to try to figure out how to cut through and get things across,” he says. “At this point, I’m convinced the only way to cut through any of the noise is with a spot that's funny and fun.”
This year’s Super Bowl doesn’t just feature flashy ads but also has brands thinking long-term. Danny Winer, CEO of direct-to-consumer cookware brand HexClad, affirms the value of strong messaging to win over viewers, especially as his company makes its Super Bowl debut this year with chef Gordon Ramsay and comedian Pete Davidson appearing together.
All-in-all, the buzz around Super Bowl advertising showcases the significant role celebrity cameos play, impacting brand reach and viewer engagement. With just days left to the game, excitement builds not only for the on-field showdown but equally for the commercial breaks filled with humor and star power.
This evolution in advertising during the Super Bowl mirrors broader trends within the entertainment industry, where celebrities are increasingly used to bridge the gap between brands and consumers. The anticipation for the commercials is just as high, creating memorable moments alongside the game's highlights.