Celebs, coffee bros, and comedy: Get ready for Super Bowl LIX ads

Appointment television might feel almost nonexistent these days, albeit for one particular realm of programming: sports.

The biggest games still have people tuning in live and in big-time numbers. And while the NFL season is about to come to an end, we’re gearing up for the most anticipated night in football, advertising, and snack inhalation.

In 2024, over 200 million viewers tuned in to watch all or part of Super Bowl LVIII in Las Vegas, marking a 10% increase from the year before. Whether or not it had anything to do with the “Taylor Swift Effect,” we might never know. What we do know is that’s lot of eyeballs—and the perfect stage for advertisers to showcase their creativity.

If last year’s game gave us any indication on number of viewers for this year, brands are once again in the position to make an impression on millions of Americans. At a $7 million price tag for 30 seconds (or the $8 million it takes after sitting on FOX’s waiting list), it’s still a one-of-a-kind opportunity to reach fans of the night’s teams (Kansas City Chiefs and Philadelphia Eagles), fans that are hate-watching while imagining alternate scenarios featuring their own team (see: Buffalo Bills fans), or casual observers who just want to be pitched products and services while elbow-deep in a vat of five-layer taco dip (see: possibly you or your good-time pals).

All three groups of viewers are in play, and in recent years, brands aren’t waiting until the big game to entertain. Ads are now released in the weeks leading up to the big game, giving viewers an idea of what’s to come—and agencies like The Martin Group a chance to pick apart the early offering.

In the cluster of ads we’ve already watched, we’ve caught onto some of the trends set to be a big part of this year’s biggest game. Here’s what we’ve seen:

Celebrity-driven marketing

As has been a popular trend in past years, brands are using high-profile celebrities in their advertisements to draw in attention and visibility, and to stay culturally relevant. For example, Uber Eats has engaged a slew of different celebrities in some of their ads this year, including this spot with Martha Stewart and Charli XCX—both celebrities that had a huge impact on culture over the last year. In this commercial, Martha and Charli are participating in the social media trend where they say, “we listen and we don’t judge,” before making a controversial comment about each other. Uber Eats also did a great job capitalizing on that trend while using people who are extremely culturally relevant right now.

(And for good measure, they’ll also air this run through football history with Matthew McConaughey.)

Other brands using the biggest celebrities in Hollywood include Taco Bell, Bud Light, and Pringles.

Purposeful suspense

To meet people where they are, brands are always on the lookout for new ways to keep viewers engaged. This has extended to the biggest game of the year, and not simply having an ad presence, but also constructing pregame social media campaigns to generate interest for the eventual day-of-game ads. Dunkin’ has done this in recent years, and this year, Ben Affleck and Co. are at it again.

Over the last several days, the coffee king has been releasing short clips on their social media channels, giving viewers a sneak preview into the larger campaign. What will be the ultimate fate of the Affleck brothers and this year’s newest Boston-born edition, Succession’s Jeremy Strong? Brew yourself a Dunkin’ Dark (Dahk) Roast, pull up a recliner, and find out.

Nostalgia—with heart and humor

Remember nostalgia? It’s a trend across the advertising industry for all seasons, but always comes up in a big way during the Super Bowl. It’s a well-known fact that pulling at the heart strings or calling back through history does well for brands, so although not a new trend by any means, it’s accessible, dependable, and always makes a lasting impression on viewers. This year, we can expect to see spots from some of the classic brands, including Budweiser, who will once again be using their famous Clydesdales in their commercial, following the journey of a young foal from brewery stable to bar.

Another brand capitalizing on nostalgia (albeit with a little celebrity assistance and a dollop of comedy) is Hellmann’s mayonnaise.

So whether you’re in it to watch the game, hope to win your FanDuel bet, or just want to see the commercials like us, Super Bowl LIX is set to once again be the ultimate uniter of sports, pop culture, and the advertising industry. Stay tuned to see what brands make the biggest splash—and keep us talking long after the confetti stops falling.

Want to learn more about The Martin Group’s diverse array of work in the ad world? Click here.