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Super Bowl advertisers are leaning into humor, nostalgia, and generous use of celebrities this year as brands look to provide levity — and avoid controversy — in a politically charged year.Some advertisers have spent more than $8 million to secure 30 seconds of airtime, a person familiar with the matter told Business Insider. They asked for anonymity to discuss sensitive sales negotiations; their identity is known to BI.
Brynna Aylward, North America chief creative officer of the ad agency Adam&EveDDB, said the overriding warmth of the ads released so far reflects 'the hug that we all need this year.'The sheer number of celebrities in the commercial breaks won't go unnoticed.In 2010, only around one-third of Super Bowl ads featured a celebrity, but according to iSpot.tv, celebrities starred in around 70% of the ads in every Super Bowl since 2020.
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