Why Celebrities Dominate Super Bowl Advertising

This year’s Super Bowl was a star-studded spectacle, featuring iconic celebrities like Meg Ryan and Billy Crystal for Hellmann’s, alongside Matthew McConaughey for Uber Eats. The presence of celebrities in commercials has reached an all-time high, with brands investing staggering amounts for ad space during this iconic event. One of the most effective strategies? Partnering with celebrities to enhance brand visibility and consumer engagement. Here are the compelling reasons behind this long-standing trend and its impact on the advertising landscape.

The Financial Stakes

This year, brands paid up to $8 million for a 30-second ad spot, with an average cost around $7.5 million. With over 100 million viewers tuning in, the Super Bowl presents a unique opportunity for brands to make a lasting impression.

Facts & Figures

• Increased Recall: Ads featuring celebrities can boost brand recall by 25% and purchase intent by 20%, according to Nielsen.
• Social Media Engagement: Celebrity-driven ads generate 10 times more engagement on social media compared to their non-celebrity counterparts.
• Live Sports Appeal: As Mark Evans, EVP of Ad Sales for Fox Sports, puts it, “Live sports, where people and families come together to watch, is that much more coveted.”

Why Brands Choose Celebrities

1. Instant Recognition: Celebrities lend immediate credibility and familiarity to a brand, making it more relatable to consumers.
2. Emotional Resonance: A well-known face can evoke emotions that foster deeper connections with the audience, translating into brand loyalty.
3. Cultural Relevance: Celebrities help brands tap into current trends and cultural narratives, making their messages more impactful.

Celebrity Highlights in Super Bowl 2025

This year’s lineup features a star-studded cast, including:

• Meg Ryan and Billy Crystal recreating a classic scene from When Harry Met Sally for Hellmann's.
• Martha Stewart and Charli XCX participating in a viral TikTok trend for Uber Eats.
• Catherine O'Hara and Willem Dafoe hustling pro athletes in a pickleball showdown for Michelob Ultra.
• Taco Bell cutting off Doja Cat and LeBron James in favor of their fans for a humorous Big Game ad.
• Harrison Ford starring in a surprise Jeep ad directed by James Mangold, encouraging viewers to write their own "Owner’s Manual."
• Walton Goggins portraying a clueless small business owner in a GoDaddy ad, humorously navigating the world of website building.
• Wanda Sykes and Hailee Steinfeld appearing in a Novartis commercial to promote breast health awareness.
• Bill Murray in a Yahoo commercial, inviting fans to reach out to him via email.
• Shania Twain singing about tongues in a Coffee Mate Creamer ad.
• Greta Gerwig questioning Matthew McConaughey’s food conspiracy theory in a third Uber Eats ad.
• Snoop Dogg and Tom Brady unpacking hate in the FCAS campaign “No Reason to Hate.”
• Gordon Ramsay cooking for an alien ambassador, played by Pete Davidson, in a HexClad ad.
• Matthew McConaughey channeling Mike Ditka in another Uber Eats spot.
• Kieran Culkin voicing a beluga whale in a NerdWallet commercial.
• Issa Rae humorously questioning the complexities of taxes in 2025 for TurboTax.
• Chris Hemsworth and Chris Pratt testing out Meta glasses in an art gallery.
• Aubrey Plaza, Bad Bunny, and Michael Shannon pretending to hate Ritz Crackers as the “saltiest” people around.

Star Power

Celebrity spokespeople have always been a staple of advertising, and brands are leaning more and more heavily into this tried-and-true strategy. In 2015, around 34% of Super Bowl ads featured a celebrity, but by 2024, that figure had soared past 60%.

As the allure of celebrity-driven commercials endures, brands recognize the unparalleled potential for heightened visibility, deeper consumer engagement, and powerful emotional connections. This compelling strategy not only captivates audiences but also solidifies brand loyalty, ensuring that investing in star power remains a cornerstone of successful marketing.

When you're ready to leverage the power of celebrity to elevate your brand and organization to the next level email us at [email protected] or visit our website.