Super Bowl ads keep it heavy on the celebrities, light on the politics
The Kansas City Chiefs were crowned victorious over the San Francisco 49ers in this year’s Super Bowl — and, off the field, big-name advertisers competed for viewers’ attention with celebrity-filled, glitzy messages.
Beyoncé broke the internet yet again in a Verizon ad, which was soon followed by a viral music drop. Lionel Messi’s showed off his apparent loyalty to Michelob Ultra. And T-Mobile, e.l.f. cosmetics, Uber Eats and more offered a slew of mini TV show reunions, bringing together cast members from “Suits” to “Friends.”
Despite being an election year in the U.S., there was very little to show for it on
Sunday besides an ad by American Values 2024, the super PAC backing Robert F. Kennedy Jr.’s presidential run. It ran a 30-second, retro-styled spot that attempted to lean into his family’s legacy. Kennedy launched his independent bid for the White House last year.
Airing a Super Bowl commercial is no easy feat. On top of the reported $7 million price tag for a 30-second spot during the game, brands enlist the biggest actors, invest in dazzling special effects and try to put together an ad that more than 100 million expected viewers will like — or at least remember.
“Advertisers this year are doing everything they can to try to break through the clutter,” Northwestern University marketing professor Tim Calkins said. “They’re pulling out all the stops.”
On Sunday, scores of advertisers tapped into light humor and nostalgia to give game breaks a mostly “feel good,” whimsical energy. Still, there were also a few serious and somber moments.
Here’s a rundown of what ad-watchers saw in Super Bowl LVIII.
CELEBRITIES EVERYWHERE
Kris Jenner “twists on it” with Oreo. The face behind Pringles’ iconic mustache is unveiled to be none other than Chris Pratt. And Ben Affleck and Jennifer Lopez returned for Dunkin’ cameos, while Ice Spice sips on Starry.
In typical Super Bowl fashion, an array of companies’ adverts were adorned by stars — often with numerous celebrities stuffed in a single spot. T-Mobile, for example, showcased big names like Bradley Cooper, Common, Jennifer Hudson, Laura Dern and “Suits” stars Gabriel Macht and Patrick J. Adams all in one ad for its “Magenta Status” customer appreciation program.
And the “Suits” homecoming didn’t stop there. In another ad stuffed with celebrity cameos — including “Judge Judy” Judy Sheindlin — e.l.f. cosmetics brought together Gina Torres, Rick Hoffman and Sarah Rafferty in a courtroom spoof.
NBC sitcoms had quite a few reunion moments during the game. In an Uber Eats ad, which shows people forgetting things so they remember Uber Eats can deliver a wide variety of items, Jennifer Aniston seemingly forgets she ever worked with her “Friends” co-star David Schwimmer.