The Super Bowl is the ultimate clash of sport, advertising, and music. According to research by music and entertainment data firm Luminate, music listeners and sports fans are two of the biggest overlapping consumer groups. "Music listeners in the U.S. who identify as sports fans listen to music 14% more than the average U.S. music...
Amidst the cheers of the Eagles' victory and Kendrick Lamar's electrifying Grammy-winning diss track during halftime, a quieter but significant shift took place during Super Bowl 59. AI ads, once met with a deluge of skepticism, are now more accepted by consumers--reflecting a shift in how people perceive AI in their lives. Ads featuring or...
There's a difference between employing a winning Super Bowl formula and producing a formulaic ad, and Bosch may not like the side of the fridge where Mark Fitzloff has shelved it. Founder of Portland, Oregon-based creative firm Opinionated, Fitzloff gives Bosch and its agency partners at Droga5 credit for "doing their homework" and figuring out...
Super Bowl 59 delivered more than just a lopsided game--it also became a meme goldmine. From Kendrick Lamar's headline-grabbing halftime performance to surprise celebrity appearances, both the action on the field and in the commercials provided endless fodder for the internet to feast on. Here's a roundup of the most meme-able moments from Sunday's Super...
THE AD: In "Act Like You Know," GoDaddy's first Super Bowl spot in 8 years, The Shield actor Walton Goggins plays a series of brazenly overconfident characters--a detective without a clue, a racecar driver with no sense of direction--before facing his most daunting (and realest) role yet: small business owner. Luckily, GoDaddy Airo, the company's...
Kendrick Lamar made history on Sunday (Feb. 9) as the first solo hip-hop artist to headline a Super Bowl halftime show. At Super Bowl 59, the Compton rapper performed a slew of hits and deep cuts like "Humble," "DNA," "squabble up," "Not Like Us," and more. He was also accompanied by special guests like Samuel...
OpenAI made a last-minute Super Bowl debut, pitching its flagship product, ChatGPT, as humanity's latest breakthrough innovation. Framing the ad as the dawn of "The Intelligence Age," OpenAI's 30-second spot takes viewers on a journey through humanity's greatest inventions--fire, airplanes, television--culminating in ChatGPT, which it presents as the next disruptive technology. The AI giant strayed...
For the 13th year in a row, the Church of Scientology bought a regional Super Bowl ad, with 2025's version of its message called "The Question." The group also got exposure, in a subtler way, when one of its highest-profile followers--Tom Cruise--appeared on the Fox broadcast in the introduction to the game. His latest trailer,...
At $8 million for 30-seconds, brands shell out big money for Super Bowl ads. And for those that want to show off longer 60-second and 90-second ads, the stakes can be higher. The payoff can be big if the ad hits, but brands also risk losing consumers' attention if the story isn't compelling. Here are...
THE AD: Kansas City Chiefs head coach Andy Reid partnered with Skechers for "Side Hustle," a 30-second Super Bowl spot that promotes the brand's Hands Free Slip-ins shoes. The new range means that instead of tying shoelaces, Reid can save his hands for something more important like... hand modeling. He might need a side gig...
Hims & Hers didn't hold back in its debut Super Bowl ad. In an effort to market weight-loss drugs that are "affordable," "doctor-trusted," and "formulated in the USA," the telehealth company went straight for the gut of the American healthcare system. In "Sick of the System," created in-house, Childish Gambino's "This is America" plays in...
THE AD: "At three, these legs are unstoppable," says Dove in its Super Bowl 59 ad, which shows a carefree little girl giggling and running. "At 14, she'll think they're unbearable." It's a gut-punching message, but it's true. Stats then flash on the screen explaining that 45% of girls drop out of sports due to...
Tubi is making movie magic for brands. During the Super Bowl, Fox's ad-supported streaming service debuted a Tubi Movies campaign for e.l.f cosmetics, NERDS, and Poppi, which hijacked the brand's spots and reinterpreted them into film trailers that aired exclusively on Tubi. According to Tubi, the creative trailers--which were developed in partnership with Mischief @...
Pfizer's 2025 Big Game ad, which aired in the first quarter, features a young boy who beats cancer. Early data suggests the internet doesn't like it. So far, the majority of Pfizer mentions across the internet over the past 24 hours have been negative, according to social listening data seen by ADWEEK. Some example posts...
THE AD: Poppi has tapped creators including Alix Earle, Jake Shane, and Rob Rausch from Love Island USA for "Soda Thoughts," which explores the guilt people feel when eyeing up an ice-cold soda. The ad, Poppi's second Big Game buy after its 2024 debut, shows scenarios where people might crave a sugary can of fizz,...
NBC Sports is in for a viewership and advertising bonanza in 2026 as it airs the Winter Olympics and Super Bowl 60. Two days after the Opening Ceremony presumably airs on NBC from Milan-Cortina d'Ampezzo, Italy, the network will also broadcast the Super Bowl from Santa Clara, Calif., on Feb. 8. After a wildly successful...
THE AD: Rewards app Fetch is running a Super Bowl ad attached to a $1.2 million sweepstakes to promote the app. Consumers with the Fetch app can open it during the last two minutes of the game for the chance to win $10,000 from an in-app livestream. All told, 120 people will win money. MY...
Salesforce has unveiled its Super Bowl 59 ad, the latest installment in its "Agentforce. What AI Was Meant to Be" campaign starring Matthew McConaughey. The cloud software company will also air a second spot during the game with McConaughey as part of its broader campaign. The 30-second spot, "Gate Expectations," drops McConaughey into a familiar...
At a time when the country is deeply and evenly split along political lines, it's not surprising that this year's crop of Super Bowl ads is playing it safe by trotting out the creatures. Mountain Dew's got singing seals, Coors Light's got sloths, Booking.com's got the Muppets. Oh right, and Totino's has a space alien--Chazmo....
THE AD: Antonio Banderas opens his Bosch fridge, marvels at its freshness-preserving tech, and--bam!--he's no longer just Antonio; he's tuxedo-clad Antonio Bosch-deras, oozing suave confidence. Meanwhile, a construction worker morphs into a "Macho Man" Randy Savage-esque wrestling legend, complete with over-the-top theatrics, all thanks to...a Bosch power tool? The two strut, pose, and flex their...
