Super Bowl Ad Review: Commercials Try to Shake Up Celebrity Formula (But Many Don’t)

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Celebrities may no longer be winning at the Big Game.

Instead of relying on well-known personalities for their Super Bowl ads, several advertisers opted for innovative concepts designed to spark inspiration, rather than delivering rapid-fire humor.

Nike showcased a multitude of female athletes set to the tune of Led Zeppelin’s “Whole Lotta Love.” Pfizer used the Super Bowl as a platform to inspire viewers in their fight against cancer. Google aimed to convince consumers about the benefits of artificial intelligence by demonstrating how it helped a man connect with his children. Frito-Lay opted for an unconventional approach in their potato chip ad, focusing on the farmers who grow the potatoes annually instead of typical “snack advertising.” T-Mobile, long known for its A-list appearances from stars like John Travolta and Jason Momoa, discussed technology and practicality in 2025. Rocket Cos. employed a rendition of John Denver’s “Country Roads, Take Me Home” to discuss the American pursuit of home ownership, although an attempt to get the New Orleans Caesar’s Superdome crowd to sing along met with mixed results.

As a true cinephile, I can’t hide the fact that I felt an electrifying shiver watching the Rocket ad.

The head of the agency believed that emotional advertisements might be more impactful, as they seemed “more alive” or “less scripted,” in contrast to numerous conventional ads featuring celebrities, which often included too many jokes and appearances, causing them to lose focus on delivering their core message effectively.

Indeed, the stars continued to shine brightly, with Drew Barrymore, Orlando Bloom, Eugene Levy, Willem Dafoe, and Matthew McConaughey each making appearances for various cruise lines, pizza delivery services, beer, and food companies. Meanwhile, Morgan Freeman teamed up with Dan Levy and Heidi Gardner for their second Super Bowl ad campaign for Homes.com.

It’s challenging to deviate from the standard Super Bowl format as fans anticipate enjoyment. Discussing social and cultural matters might not resonate positively, especially in a time when consumers are more divided and group-oriented. According to Daniel Lobatón, chief creative officer of David, an agency responsible for numerous Super Bowl campaigns, “In this particular instance, brands should aim to be part of the entertainment rather than preach.

Advertising professionals believed Fox provided a solemn backdrop for commercials to be shown, as they began the game by acknowledging recent incidents of violence in New Orleans and the wildfires near Los Angeles. Given that the nation has just experienced a tumultuous presidential election, Madison Avenue might have sensed that the public wasn’t quite prepared for anything beyond the customary content.

Johnson remarks, ‘It can be challenging to create something that feels both contemporary and appropriate without offending anyone.’

More to come…

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2025-02-10 05:48