Super Bowl LX Advertising Blitz: Behind the Scenes of America’s Biggest Commercial Showcase
The Ultimate Advertising Arena Takes Center Stage
As the Seattle Seahawks gear up to battle the New England Patriots in Super Bowl LX, there’s another competition heating up that has nothing to do with touchdowns or tackles. Major brands are pulling out all the stops, assembling star-studded casts and creative teams to capture the attention of millions of viewers tuning in on February 8th at Levi’s Stadium in Santa Clara, California. While quarterbacks Sam Darnold and Drake Maye will be commanding their respective offenses on the field, advertisers have been strategizing their own game plans for months, investing millions to deliver memorable commercials that will have fans talking long after the final whistle blows. This year’s advertising landscape reflects an evolving strategy, with companies increasingly releasing teasers, trailers, and digital-first content to build anticipation well before game day. It’s a recognition that Super Bowl advertising has become an event unto itself, with viewers gathering in bars and living rooms paying just as much attention to what happens between plays as to the action on the gridiron.
Beer Brands Bring Back Familiar Faces and Introduce New Icons
The beverage industry is making a massive splash this year, with Bud Light leading the charge by reuniting fan favorites from previous campaigns. Grammy-nominated artist Post Malone, comedian Shane Gillis, and NFL legend Peyton Manning are reprising their roles from the beloved 2025 backyard barbecue commercial, this time finding themselves as wedding guests who spring into action when a rogue Bud Light keg goes careening down a hillside. In an exclusive interview released alongside the commercial’s Friday debut, Post Malone reflected on the experience with genuine enthusiasm, describing the behind-the-scenes atmosphere as “really special” and emphasizing what an “amazing time” he had working with the team. When playfully asked which Bud Light characters he’d choose as groomsmen for his own wedding, Malone humorously assembled a dream team including Gillis, Manning, and even throwback favorites like the “Real Men of Genius” characters and the iconic Budweiser frog, joking about the amphibian’s ability to “fill out a tux.”
Meanwhile, Michelob ULTRA is making waves with its first-ever Super Bowl appearance for father-son acting duo Kurt Russell and Lewis Pullman. The 60-second ski-themed commercial cleverly bridges two major sporting events—the Super Bowl and the Winter Olympics—in a spot titled “The ULTRA Instructor.” Russell plays a legendary ski coach who mentors Pullman’s character in the art of competitive skiing, with the stakes being who pays for rounds of Michelob ULTRA. Film buffs will appreciate Russell’s subtle nod to his portrayal of 1980 U.S. Olympic hockey coach Herb Brooks in Disney’s “Miracle,” as he repeatedly demands Pullman’s character sharpen his skis “again” in the same iconic intonation Brooks used when drilling Team USA players. Directed by Joseph Kosinski, who previously worked with Pullman on “Top Gun: Maverick,” the commercial also features Olympic snowboarder and gold medalist Chloe Kim and NHL champion T.J. Oshie. For Russell, this marks his first Super Bowl commercial appearance, though his yellow lab Roy became an internet sensation during last year’s big game in a Budweiser Clydesdales ad. Russell expressed excitement about the opportunity, noting how his character demonstrates the power of good coaching to unlock competitive spirit, whether that means impressing friends on the slopes or pursuing Olympic gold.
Cola Wars Get a Furry Face and Pepsi Makes a Bold Move
Perhaps the most audacious advertising gambit this year comes from Pepsi, which is taking direct aim at its long-time rival with a commercial that features a cola-loving polar bear—a character unmistakably associated with Coca-Cola since 1993. Directed by Academy Award-winning filmmaker Taika Waititi, the 30-second spot titled “The Choice” places an oversized arctic dweller in a blind taste test setting, stripping away branding and assumptions as the bear ultimately selects Pepsi Zero Sugar. The commercial then launches into a comedic self-discovery montage, with Waititi himself appearing as the polar bear’s therapist, celebrating the character’s newfound allegiance to Pepsi. While Pepsi hasn’t officially commented on the obvious reference to Coca-Cola’s trademarked mascot, the move represents a bold escalation in the cola wars, bringing the decades-long rivalry to its most visible stage with humor and high production values. It’s a risky play that demonstrates how Super Bowl advertising has become a platform for brands to make definitive statements about their market position while entertaining audiences in the process.
Entertainment Meets Advertising with Star Power and Surprises
Beyond beverages, other brands are leveraging celebrity appeal in creative ways. Bravo TV host Andy Cohen is bringing his signature personality to a spot for NERDS candy, with the company releasing a 15-second teaser that hints at a colorful pool party scene where Cohen receives a call from his “taste bud” with some “juicy” news to share. The full commercial is scheduled to air during the second quarter of Super Bowl LX, and if the teaser is any indication, viewers can expect the kind of playful, confection-filled energy that has become NERDS’ advertising trademark. The choice of Cohen—known for his quick wit and comfort in front of the camera—signals an approach that blends entertainment value with brand messaging, turning the commercial break into must-see TV in its own right.
Meanwhile, Instacart is returning to the Super Bowl with “Bananas,” a 30-second spot that pairs comedy legend Ben Stiller with rising star Benson Boone under the direction of acclaimed filmmaker Spike Jonze. The commercial showcases Instacart’s new Preference Picker feature through the lens of a retro European disco-pop performance, with Stiller and Boone appearing as vintage performers engaged in a musical duet about selecting perfect bananas. True to Boone’s performance style, the spot escalates into a showdown complete with his signature mid-song flip, which Stiller gamely attempts to replicate before crashing spectacularly into a drum set. Shot on vintage tube cameras to capture authentic disco-era energy, the commercial will air during the first quarter and represents Jonze’s distinctive visual style applied to brand storytelling. Stiller praised Jonze as “one of our great directors” and called working with him “a dream,” while also complimenting Boone’s multiple talents as a dancer, singer, athlete, and now actor. Boone returned the enthusiasm, describing the experience as mind-blowing and calling the addition of Stiller “diabolical.” The commercial demonstrates how Super Bowl advertising has become a legitimate creative opportunity for filmmakers and performers, attracting top-tier talent who might once have considered commercial work beneath their artistic ambitions.
The Evolution of Super Bowl Advertising Strategy
What’s particularly notable about this year’s Super Bowl advertising landscape is how companies are extending the lifespan and reach of their campaigns far beyond the traditional 30 or 60-second broadcast slot. By releasing teasers, behind-the-scenes content, exclusive interviews, and digital-first formats in the weeks leading up to the game, brands are transforming single commercials into multi-platform experiences that generate conversation and engagement long before kickoff. This approach recognizes that today’s media consumers don’t simply passively watch advertisements—they discuss them on social media, share them with friends, create reaction videos, and engage with brands in ways that were unimaginable in the early days of Super Bowl advertising. Companies are also increasingly willing to take creative risks, whether that means Pepsi directly challenging Coca-Cola’s iconic mascot or Bud Light building a multi-year narrative universe with recurring characters and storylines. The production values rival those of Hollywood features, with Oscar-winning directors like Taika Waititi and Spike Jonze bringing their cinematic expertise to 30-second spots, and celebrities appearing not just as endorsers but as fully realized characters within creative concepts.
The willingness of major stars like Kurt Russell, Ben Stiller, and Post Malone to participate also speaks to how Super Bowl advertising has shed any remaining stigma, becoming instead a prestigious showcase that can enhance rather than diminish a celebrity’s brand. These aren’t tired celebrity endorsements where famous faces simply hold products and smile—they’re creative collaborations that allow performers to showcase different aspects of their talents while reaching audiences that number in the hundreds of millions globally. As Super Bowl LX approaches, these commercials represent hundreds of millions of dollars in production and airtime costs, but also countless hours of creative development, strategic planning, and calculated risk-taking. Whether viewers will be talking more about the Seahawks-Patriots matchup or about Post Malone chasing a runaway keg, a polar bear choosing Pepsi, or Ben Stiller’s failed acrobatics remains to be seen, but one thing is certain—the advertising competition will be just as fierce as anything happening on the field.
