Safe Bets, Bizarre Bods, AI Infusion

Meanwhile, Martha Stewart and Charli XCX teamed up to try their hand at a popular TikTok trend for Uber Eats, while Willem Dafoe and Catherine O’Hara took center stage in Michelob Ultra’s pickleball-themed commercial. Even Seal, both in human and CGI form, found his way into a Mountain Dew ad alongside pop star Becky G.

Of the older celebrity contingent, Sandy Greenberg, co-founder and CEO of indie ad agency Terri & Sandy, said, “There’s an audience that grew up with this talent, and a new generation that didn’t. But no one has to dig through the attic to find out who these people are—the content is everywhere, which makes them relevant to multiple audiences and to brands.”

3. Pharma pops in—with a dose of backlash

Historically absent from the Super Bowl ad roster, pharmaceutical brands made a bold play this year, stepping onto the big stage with high-impact messages. But some of the messages have sparked controversy.

Novartis ran a breast cancer awareness spot featuring Hailee Steinfeld and Wanda Sykes. The effort earned praise for breaking the mold of traditional healthcare advertising. 

Pfizer took out its second consecutive Super Bowl spot with an emotional depiction of a young cancer survivor’s journey, set to LL Cool J’s “Knock You Out.” The ad was well-received by some audiences, but attracted backlash from others. 

But it was a Hims & Hers’ ad promoting GLP-1 weight loss drugs like Ozempic that sparked the most controversy. The direct-to-consumer telehealth provider took a provocative stance on the accessibility of weight loss treatments, drawing backlash from a pharmaceutical industry group and two U.S. senators for allegedly misleading consumers.

Nonetheless, some creatives were impressed by the category’s divergence from dry, formulaic messaging. “Pharma ads used to feel more like clinical PSAs—safe and focused on facts,” said Andrés Ordóñez, Global CCO at FCB. “This year, there’s a clear shift toward bold ideas designed to make a transformational impact. [Brands are] leaning into creative storytelling and human connections.”

4. Automakers put it in park

Once a Super Bowl staple, automotive brands took a noticeable step back this year. 

Jeep and Ram were the only major car manufacturers to run ads, a stark contrast to previous years when EV-focused campaigns dominated commercial breaks.