Celebrities Sit Out Super Bowl Ads as Brands Opt for Inspirational and Conceptual Campaigns
Los Angeles, CA - A shift in Super Bowl advertising strategy marked this year's game, as brands eschewed the typical celebrity endorsement in favor of creative concepts designed to inspire and connect with viewers.
A range of advertisers demonstrated ingenuity and heart in their Super Bowl spots. Nike celebrated female athletes and their determination, while Pfizer rallied viewers to fight against cancer. Google showcased the human connection made possible by artificial intelligence.
Rather than relying on celebrity cameos, Frito-Lay's ad for Lay's potato chips honored the farmers who grow the ingredients. T-Mobile emphasized technology and utility, and Rocket Cos. paid tribute to the American dream of homeownership.
"Many ads seemed to evoke a feeling of hope and inspiration," said Joey Johnson, creative director at Mother L.A. "They leaned into sentiment and memorable ideas."
Some advertisers remained cautious in their approach, mindful of the sensitive societal climate. "Brands wanted to entertain first and foremost," said Daniel Lobatón, chief creative officer at David. "Preaching was not the way to connect."
Despite the absence of traditional celebrity endorsements, certain stars did make an appearance, including Drew Barrymore, Orlando Bloom, Morgan Freeman, and Harrison Ford. However, they played supporting roles within larger conceptual narratives.
Overall, the 2025 Super Bowl commercials reflected a shifting landscape in advertising, one that prioritizes authenticity, emotional connection, and social impact over pure entertainment.