As Super Bowl LX approaches, anticipation builds not only for the showdown between the New England Patriots and the Seattle Seahawks at Santa Clara’s Levi’s Stadium but also for the much-anticipated half-time commercials. These advertisements, renowned for their creativity and high stakes, are a prime opportunity for brands to capture the attention of millions.
This year, American automotive giant Cadillac is set to make a splash by unveiling its Formula 1 livery during the Super Bowl. The company, which joins the F1 circuit as the eleventh team this season, aims to distinguish itself with a uniquely American flair.
“We didn’t come into Formula 1 to look like every other team, to copy what McLaren is doing or what Mercedes is doing,” explained Cadillac chief Dan Towriss. “We want to bring our own authentic and unique approach to that, which is going to be very much a distinctly American brand by leaning into that entertainment aspect.”
Star-Studded Lineup of Commercials
Meanwhile, the Super Bowl commercials feature a host of celebrities from various industries. American singer Post Malone stars in a series of ads for Bud Light, while Spanish actor Antonio Banderas promotes Bosch fridges. Hollywood heavyweights Ben Affleck and Andy Samberg lend their star power to Dunkin’ Donuts and Hellman’s mayonnaise, respectively. Oscar nominee Elle Fanning also makes a cameo appearance.
In a playful nod to past controversies, Pepsi’s commercial references last year’s infamous Coldplay concert scandal, taking a swipe at rival Coca-Cola. NFL legend Tom Brady appears in a Pizza Hut ad, adding to the star-studded lineup.
Creative Campaigns and Cultural Commentary
Pop icon Sabrina Carpenter takes a creative turn by crafting a boyfriend made of Pringles, while Lord of the Rings star Elijah Wood features in a Skittles commercial. The Hollywood duo of Bradley Cooper and Matthew McConaughey team up to promote Uber Eats, adding further glamour to the commercial lineup.
Elsewhere, Kendall Jenner, known for her role in “Keeping Up with the Kardashians,” takes a humorous jab at her past relationships with NBA players, including Australian Ben Simmons, in a commercial for betting agency Fanatic Sportsbook. The ad references the so-called ‘Kardashian curse’ with Jenner quipping:
“Haven’t you heard? The internet says I’m cursed. Any basketball player that dates me kind of hits a rough patch.”
She further adds, referring to Simmons: “Boyfriend No. 2 flopped right out of the league.”
The Impact of Super Bowl Advertising
The Super Bowl commercials are more than just entertainment; they represent a significant investment for brands seeking to leverage the massive viewership. According to industry experts, the cost of a 30-second ad spot during the Super Bowl can exceed $5 million, underscoring the high stakes involved.
Historically, the Super Bowl has been a launchpad for memorable advertising campaigns. From Apple’s iconic “1984” ad to Budweiser’s heartwarming Clydesdale commercials, the event has set the stage for groundbreaking marketing moments.
This year’s lineup continues the tradition of blending star power with creative storytelling, promising to captivate audiences once again.
Looking Ahead
As Super Bowl LX kicks off, all eyes will be on both the field and the screen. The unveiling of Cadillac’s F1 livery marks a significant moment for the brand, while the diverse array of commercials promises to entertain and engage viewers.
With the Super Bowl serving as a cultural touchstone, the impact of these advertisements will likely resonate beyond the event itself, influencing marketing strategies and consumer conversations in the weeks to come.
