Safe Bets, Bizarre Bods, AI Infusion

Last night, some 37 million US households tuned in to watch the Philadelphia Eagles obliterate the Kansas City Chiefs, Samba TV data indicates. It was a star-studded event with appearances by everyone from President Trump to Samuel L. Jackson. 

And brands were out in full force, shelling out upwards of $8 million for a 30-second opportunity to capture fans’ attention during commercial breaks. 

The ads tapped into nostalgia, humor, celebrity power, and emerging industry trends—but in many instances also reflected the industry’s reluctance to take big risks in an era of heightened cultural sensitivity and economic uncertainty.

Here are the six themes from Super Bowl LIX’s advertising lineup:

1. Playing it safe with nostalgia and offend-nobody jokes

Super Bowl ads have long served as a cultural mood ring, and this year’s batch reflected a cautious approach, opting for nostalgia and broad, lighthearted humor over anything potentially divisive. Brands leaned heavily on familiar faces, funny mascots, and feel-good storytelling to maximize appeal while sidestepping controversy.

Budweiser’s Clydesdales made their grand return, evoking the brand’s traditional Americana spirit. Hellmann’s reunited Billy Crystal and Meg Ryan in a When Harry Met Sally throwback, banking on intergenerational recognition. Meanwhile, NerdWallet’s talking beluga whale—voiced by Oscar-nominated actor Kieran Culkin—provided a harmless comedic touch.

And of course there were bros and beers galore, classic Super Bowl tropes. Bud Light threw a block party with Peyton Manning, Shane Gillis, and Post Malone. Ram tapped a rough-and-tumble Glen Powell to drive trucks and punch dragons. Meanwhile, IndyCar went all-in on superhero-esque imagery with drivers Pato O’Ward, Josef Newgarden and Alex Palou.

All in all, many brands played a safe hand, betting on tried-and-true tactics. 

The effect? “The superficial bowl,” according to one industry vet. 

2. The old guard teams up with a new generation

This year, the Big Game’s commercial breaks were packed with older A-listers. In many cases, graying greats teamed up with younger talent to bridge generational gaps and maximize appeal.

Antonio Banderas led Bosch’s debut Super Bowl campaign alongside a ‘Macho Man’ Randy Savage doppelganger, while Schitt’s Creek star Eugene Levy showed off his comedic chops for Little Caesars.