NEW YORK — <\/span>As Super Bowl Sunday approaches, the battle off the field for advertisers to win over 120 million-plus viewers will be just as heated as the rivalry between the New England Patriots and Seattle Seahawks.<\/p>\n Dozens of advertisers are pulling out all the stops for Super Bowl 60 on Sunday. They’re hoping that audiences tuning in will remember their brand names as they stuff their ads with celebrities ranging from Kendall Jenner (Fanatics Sportsbook) to George Clooney (Grubhub), tried-and-true ad icons like the Budweiser Clydesdales, and nostalgia for well-known movie properties such as “Jurassic Park” (Comcast Xfinity).<\/p>\n Each year Super Bowl ads offer a snapshot of the American mood – as well as which industries are flush with cash that particular year: from the “Dot-Com Bowl” of 2000 to the “Crypto Bowl” of 2022.<\/p>\n This year’s trends include AI and tech companies showing off the new technology, health and telehealth companies advertising weight loss drugs and medical tests, and well-known brands tugging at the heartstrings.<\/p>\n Villanova University marketing professor Charles Taylor said because of the heavy headlines in the news lately – from the immigration enforcement surge in Minnesota to conflicts abroad – he expects advertisers to stick to a light and silly tone.<\/p>\n “Because of the Super Bowl’s status as a pop culture event with a fun party atmosphere, the vast majority of brands will avoid any dark or divisive tone and instead allow consumers to escape from thinking about these troubled times,” he said.<\/p>\n Advertisers flock to the Super Bowl each year because so many people watch the big game. In 2025, a record 127.7 million U.S. viewers watched the game across television and streaming platforms.<\/p>\n Demand is higher than ever, since live sporting events are one of the few remaining places in the fractured media landscape where advertisers can reach a large audience.<\/p>\n Artificial intelligence startups and bigger companies are using advertising’s biggest night to make a name for themselves.<\/p>\n AI developer Anthropic is airing a pair of TV commercials, one during the game and one pre-game, that points out Claude, its chatbot, doesn’t have ads.<\/p>\n The in-game ad shows a man exercising asking a person representing a chatbot for help getting a six-pack, but he’s fed an ad instead. Although Anthropic doesn’t name the company, OpenAI has said it will place ads on free and cheaper versions of its chatbot ChatGPT.<\/p>\n In a sign that Anthropic struck a nerve, OpenAI CEO Sam Altman said in a social media post that he laughed at the “funny” ads but blasted them as dishonest and threw shade at his competitor’s smaller customer base. OpenAI will air its own ad during the game that it is keeping under wraps.<\/p>\n Other AI ads include Amazon showing Chris Hemsworth humorously imagining ways the new Alexa+ chatbot can hurt him. Oakley Meta touts their AI-enabled glasses in two action-packed spots showing Spike Lee, Marshawn Lynch and others using the glasses to film video and answer questions. And Google’s Super Bowl ad shows a mother and son imagining their new house with the help of Google photos and Google AI tools.<\/p>\n Featuring celebrities is a tried-and-true way advertisers can get goodwill from viewers. This year, Fanatics Sportsbook enlists Kendall Jenner to talk about the “Kardashian Kurse,” in which bad things happen to basketball players she dates.<\/p>\n George Clooney appears in a Grubhub add to promote a deal that the delivery app offers to “Eat the Fees” on orders of $50 or more.<\/p>\n Sabrina Carpenter tries to build the perfect man out of Pringles, but he keeps falling apart in Pringles’ ad.<\/p>\n Several ads feature more than one celebrity or sports star. Michelob Ultra shows Kurt Russell training actor Lewis Pullman, as Olympic snowboarder Chloe Kim and hockey player T.J. Oshie watch on a ski slope.<\/p>\n Xfinity reunites Sam Neill, Laura Dern and Jeff Goldblum in a tongue-in-cheek reimagining of “Jurassic Park” that shows an Xfinity tech bringing power back to the island so nothing goes awry.<\/p>\n And Uber Eats enlists Matthew McConaughey for the second year in a row to convince celebrities – this year it is Bradley Cooper and Parker Posey – that football is a conspiracy to make people hungry so they order food.<\/p>\nRecord-breaking prices<\/h2>\n
‘AI Bowl’<\/h2>\n
Celebrities galore<\/h2>\n
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