Super Bowl LIX advertisers to go all-in on spectacle, with celebrity-packed and humor-driven campaigns

The news: Fox has sold at least 10 Super Bowl LIX spots for $8 million apiece, Variety reports—a record for inventory.

• The game itself is shaping up to be a cultural centerpiece as brands release their high-budget ad campaigns ahead of the big game.
• The lineup—which will feature less car ads than usual—includes collaborations with top celebrities, humor-packed teasers, and fresh approaches to audience engagement.
• Highlights include Taco Bell’s playful campaign with Doja Cat, Michelob Ultra’s star-studded pickleball match featuring actors Catherine O’Hara and Willem Dafoe, and Budweiser’s return of its iconic Clydesdale with a foal stealing the spotlight.

Brands are using the game to deliver bold, attention-grabbing ads that extend beyond the event itself, generating weeks of anticipation and viral buzz.

Why it matters:

• Broad cultural reach: The Super Bowl is one of the few events where brands can reach over 120 million viewers in a single evening, making it a crucial platform for national campaigns.
• Escalating stakes: Rising ad prices force brands to deliver creative that justifies the cost by creating memorable moments that stick with audiences long after the game.
• Diverse tactics: This year’s ads will reflect a mix of humor, celebrity-driven storytelling, and creative concepts that aim to entertain while subtly reinforcing brand messaging.

Our take: The Super Bowl remains the premier stage for advertising, where brands use humor, spectacle, and nostalgia to craft memorable moments that resonate with a broad audience.

• Live sports offer a rare communal viewing experience, amplifying ad impact and embedding campaigns into cultural conversation. Beyond entertainment, these ads are carefully designed for social media, where teasers and extended versions expand their reach.
• Celebrity-driven spots featuring Post Malone and Doja Cat ensure appeal to younger audiences, who split their attention between traditional TV and digital platforms like TikTok and YouTube.
• Super Bowl ads go beyond entertainment—they’re an investment in brand identity and cultural relevance. With this year’s lineup, brands are set to make a lasting impression well beyond game night.