NEW YORK City, New York: When more than 120 million people tune in for Super Bowl 60, advertisers will be pitching just as hard as the players on the field, spending record sums to break through with humour, nostalgia, and star power.

Dozens of brands are set to debut high-profile commercials during Sunday's game on NBC, leaning heavily on celebrities, artificial intelligence, and health products, especially weight-loss drugs, in a bid to stay memorable long after the final whistle.

Super Bowl advertising has long served as a cultural barometer, reflecting both the national mood and which industries have cash to spend, from the tech-fuelled "Dot-Com Bowl" of 2000 to the "Crypto Bowl" of 2022. This year's themes suggest a blend of escapism and innovation, as advertisers steer clear of divisive issues.

Villanova University marketing professor Charles Taylor said brands are likely to keep things light given the news cycle.

"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.

Record-breaking Prices

Advertisers continue to flock to the Super Bowl because it remains one of the few events capable of delivering a massive live audience. In 2025, a record 127.7 million U.S. viewers watched the game across television and streaming platforms.

NBC sold out its Super Bowl ad inventory by September. Spots averaged US$8 million for 30 seconds, with some exceeding $10 million, a record, said Peter Lazarus, executive vice president of advertising and partnerships for NBCUniversal.

Lazarus said 40 percent of advertisers bought across all of NBC's significant sports properties, while 70 percent also purchased Olympic advertising, dubbing the month "legendary February."

Celebrities Everywhere

Celebrity appearances remain a reliable crowd-pleaser. Fanatics Sportsbook features Kendall Jenner joking about the "Kardashian Kurse." George Clooney stars in a Grubhub ad promoting a deal to "Eat the Fees" on large orders.

Other ads stack multiple stars. Michelob Ultra pairs Kurt Russell with actor Lewis Pullman, watched by Olympic snowboarder Chloe Kim and hockey player T.J. Oshie. Xfinity reunites the cast of "Jurassic Park" in a playful reimagining, while Uber Eats again uses Matthew McConaughey to argue that football exists to make people hungry.

AI takes Centre Stage

Artificial intelligence is more visible than ever in Super Bowl ads. Oakley Meta promotes its AI-enabled glasses with action-heavy spots featuring Spike Lee and Marshawn Lynch. Wix is advertising both its AI-powered web design tools and an AI app builder, while OpenAI is set to air a still-undisclosed commercial.

Svedka Vodka worked with Silverside AI to reinvent its robot mascot. "We reimagined the robot via AI," said Sara Saunders, chief marketing officer at Sazerac. "It took us many, many months to rebuild her, to give her functionality, to give her that human spirit that we wanted to show up on behalf of the brand."

Health and Telehealth Surge

Health companies are making a powerful showing. Novartis and Boehringer Ingelheim are advertising medical screening tests, while Liquid I.V. highlights hydration.

Telehealth firms are leaning into weight loss drugs. Ro features Serena Williams in an ad for GLP-1 treatments, while Novo Nordisk and Hims & Hers have also teased commercials.

"You could call this the GLP-1 Super Bowl," said Northwestern University marketing professor Tim Calkins. "Often you don't see a lot from pharmaceutical companies on the Super Bowl, but this year we're going to see quite a few showing up."

Familiar Formulas, few Surprises

Some brands are sticking with proven formulas. Budweiser marks its 150th anniversary with a sentimental Clydesdales ad, while Pepsi revives cola rivalry imagery with polar bears choosing Pepsi Zero Sugar.

A handful of advertisers, including Dunkin' Donuts and Poppi, are keeping their full spots under wraps until game day, a reminder that surprise still has a place in the Super Bowl's biggest advertising showcase.