Forget the coin toss. The real battle for America’s attention is on the commercial breaks. Super Bowl LX is shaping up to be an ad war, with brands betting everything on star power, viral moments, and cinematic storytelling to dominate the post-game conversation.
The Seattle Seahawks and New England Patriots are set to clash in Super Bowl LX, but the real action is happening off the field. In the two weeks leading up to the game at Levi’s Stadium, advertisers have already launched their campaigns, turning the annual event into a cultural phenomenon that rivals the game itself. This isn’t just about selling products; it’s about creating moments that define pop culture for the next year.
For decades, the Super Bowl has been the premier stage for advertising, with a 30-second spot costing a staggering $7 million. This year, the ante has been upped with a lineup of A-list talent and high-concept storytelling designed to capture the zeitgeist. The ads are no longer mere interruptions; they are the main event for millions of viewers.
Michelob Ultra’s Olympic-Inspired Power Move
America’s top-selling beer brand, Michelob Ultra, is making a strategic play by combining the hype of the Super Bowl with the upcoming Winter Olympics. Its new ad, “The ULTRA Instructor,” is a 60-second cinematic spot starring Kurt Russell and Lewis Pullman, directed by Joseph Kosinski (“Top Gun: Maverick”).
The commercial cleverly uses Russell’s iconic past. He plays a legendary ski instructor who coaches Pullman’s character, with a direct and playful nod to his role as Herb Brooks in the 2004 film “Miracle.” Russell’s character shouts “again” to Pullman in the same intonation as Brooks did to his Team USA players, creating a powerful callback that resonates with sports fans. The spot also features Olympic gold medalist Chloe Kim and NHL champion T.J. Oshie, reinforcing the brand’s connection to Team USA.
This strategy is brilliant. By linking its Super Bowl campaign to the Olympics, Michelob Ultra isn’t just selling beer; it’s associating its brand with the pinnacle of athletic achievement. Russell, who called the ad “a real treat,” is a perfect fit—a beloved actor with deep sports credibility. This isn’t just an ad; it’s a masterclass in brand storytelling that leverages cultural touchstones to create a deeper connection with the audience.
Instacart’s Bananas and Ben Stiller’s Return to Comedy
In a year where many tech brands are pulling back from the Super Bowl, Instacart is making a bold splash with its new ad, “Bananas,” starring Ben Stiller and rising pop star Benson Boone. The 30-second spot, directed by the legendary Spike Jonze, is a surreal, retro disco-pop musical showdown that is as bizarre as it is captivating.
The commercial sees Stiller and Boone as European pop stars duetting about the perfect banana before it devolves into a competitive dance-off. Boone, known for his athletic flips, attempts to outdo Stiller, who predictably fails to match the move and crashes into a drum set. The spot, shot on vintage tube cameras, highlights Instacart’s new Preference Picker feature in a way that is memorable, funny, and uniquely Instacart.
Stiller’s involvement is a huge get. He’s a comedic icon whose presence lends instant credibility and star power. His praise for Jonze as “one of our great directors” and his excitement about working with Boone, whom he calls “insanely talented,” signals a passion project that could pay off in massive cultural currency. This ad is a gamble on pure, unadulterated weirdness, and in the Super Bowl’s history, the strangest ideas often become the most talked-about.
Budweiser’s Timeless Clydesdales Take Flight
No Super Bowl is complete without Budweiser, and this year the beer giant is returning to its most iconic campaign: the Clydesdales. The 60-second spot, which debuted on “Good Morning America,” features a baby Clydesdale and a newly hatched bald eagle, symbolizing American pride and the brand’s enduring legacy.
This ad is a masterstroke of emotional branding. The Clydesdales are more than a mascot; they are a symbol of American tradition and craftsmanship. By introducing a bald eagle, Budweiser taps directly into the nationalistic fervor surrounding the Super Bowl, reminding viewers of the shared values the game represents. It’s a simple, powerful story that doesn’t need a complex plot to deliver a powerful message.
This spot also serves as a callback to last year’s internet-breaking ad featuring Kurt Russell’s yellow lab, Roy. While that ad was a surprise hit, this one is a return to the formula that made Budweiser a Super Bowl staple for decades. It’s a reminder that sometimes, the most effective strategy is to stick with what works and deliver a moment of pure, unadulterated Americana.
The Real Game: The Battle for Cultural Dominance
Ultimately, the Super Bowl commercials are a reflection of our culture. They are the one time of year when advertisers are encouraged to be bold, creative, and take risks. This year’s lineup, with its mix of star power, humor, and patriotic sentiment, shows that brands are doubling down on creating shared experiences rather than just selling products.
The success of these ads won’t be measured in immediate sales but in their ability to generate buzz, spawn memes, and become part of the cultural lexicon. For fans, the commercials are now an integral part of the Super Bowl experience, with entire websites and TV shows dedicated to analyzing and ranking them. The real winner of Super Bowl LX won’t be decided on the field, but in the court of public opinion, long after the final whistle has blown.
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