Every year, from the “Dot-Com Bowl” in 2000 to the “Crypto Bowl” in 2022, TV commercials airing during the Super Bowl broadcast offer a snapshot of the American mood, as well as new products and industries hoping to win the attention of more than 120-million-plus viewers across broadcast and streaming platforms.
This year’s Sunday afternoon parade of incredibly creative Super Bowl TV ads included pharmaceutical companies promoting weight-loss drugs, artificial intelligence providers and patriotic themes in advance of the nation’s 250-year anniversary of the Declaration of Independence signing.
ChatGPT positioned itself in the Big Game as leader of the Intelligent Age, while Anthropic made its Super Bowl debut in the first quarter with a promise that its chatbot Claude will remain ad-free.
Anthropic’s message is timely as it follows rival OpenAI recent announcement to roll out advertising on its ChatGPT with a minimum investment of $200,000.
Telehealth firm Ro spotlighted Serena Williams in a 30-second spot for GLP-1 weight-loss drugs.
Novo Nordisk, which makes Wegovy and Ozempic, produced a Super Bowl spot that asked, “If there was a pill that made people stop being so judgy about how to lose weight, I’d take it.”
The ad from Hims & Hers, another company that offers GLP-1 weight loss drugs, messaged that it gives people better access to health care that only rich people usually get.
Budweiser evoked patriotism with a heartwarming story of a galloping Clydesdale foal befriending an American bald eagle chick. Soundtracked by Lynyrd Skynyrd’s “Free Bird,” the minute-long spot tells the story of an unlikely friendship, Americana style, with a message about resilience and unity.
Michelob Ultra also highlighted its Winter Olympics Team USA sponsorship with a cinematic, winter-sports-themed spot featuring Lewis Pullman as a nervous skier guided by ski coach Kurt Russell, as Olympic snowboarder Chloe Kim and hockey player T.J. Oshie watched on a ski slope.
Another eye-catcher was Pepsi borrowing Coca-Cola’s frequent use of polar bears. In the spot, a cola-loving bear takes the Pepsi Challenge and ultimately chooses a Pepsi product over Coke Zero Sugar.
Other fan favorites included 94-year-old actor William Shatner starring as Will Shat, a Star Trek knockoff who saves the world from fiber deficiency with cereal Raisin Bran.
On the hilarious meter, it was hard to beat Post Malone, Shane Gillis and Peyton Manning as guests at an outdoor wedding chasing a runaway Bud Light keg, tumbling down a steep hill in slow motion, accompanied by Whitney Houston’s “I Will Always Love You.”
One of my favorites was Brian Baumgartner, the accountant from “The Office” TV show, who is drowning in receipts and finance tasks as a meeting approaches. When he switches to Ramp, dozens of clones of himself appear and instantly clear the chaos.
Featuring celebrities is a tried-and-true way advertisers can receive goodwill from viewers. This year, Fanatics Sportsbook enlisted Kendall Jenner to talk about the “Kardashian Kurse,” in which bad things happen to basketball players she dates. George Clooney appeared in a Grubhub add to promote a deal that the delivery app offers to “Eat the Fees” on orders of $50 or more.
Xfinity reunited Sam Neill, Laura Dern and Jeff Goldblum in a tongue-and-cheek reimagining of “Jurassic Park” that showed an Xfinity tech bringing power back to the island so nothing goes awry.
Uber Eats featured Matthew McConaughey convincing celebrities, including Bradley Cooper and Parker Posey, that football is a conspiracy to make people hungry so they order food.
Advertising Age, a trade publication, said one of the trends for Sunday’s Super Bowl ads was more health and less booze. Besides the food and beverage ads, including Bud Light, Lay’s Nerds, Pringles and more, there also was an influx of spots for wellness and pharmaceutical brands.
Another trend came from the automaker industry. “Automakers are also increasingly tepid about shelling out big bucks on the game,” said Advertising Age. While there were four auto ads this year, doubling the total from 2025, the category was still way off its peak of 11 ads in 2018. Toyota, an NFL sponsor, ran two ads and Volkswagen aired one.
The advertising cost for 30 seconds of airtime during Sunday’s Super Bowl telecast from broadcaster NBCUniversal surpassed $10 million for the first time, according to news reports.
“The Super Bowl isn’t just the most expensive ad buy on TV, it is a window into pop culture and business trends,” said Advertising Age. “The Big Game is also a high-stakes moment for marketing executives and ad agency leaders. It’s not an overstatement to say that careers can be burnished or blemished by a single 30-second ad.”
Crowe PR forms new parent company called Crowe Media
San Diego-based public relations firm Crowe PR announced it has formed a new parent company called Crowe Media, which unites PR, social, data and digital storytelling under one integrated platform.
A statement said, “The new strategic parent company is built to drive relevance, authority and visibility for bold leaders, visionary organizations and purpose-driven brands in the AI and creator era, transforming real stories into real impact.”
The firm said Crowe Media unites six integrated arms under one strategic vision. It consists of:
Crowe PR for strategic communications, earned media and influencer marketing Crowe Social for social media to turn audiences into advocates and customers into loyal fans Crowe Studios for production and storytelling across video, podcast, digital and experiential platforms and events Crowe Amplify for marketing and growth strategies designed to scale visibility, demand and revenue Crowe Insights for data intelligence and insights Crowe Speaking & Publishing offering leadership channels that position founders and brands as category leaders“The way people discover, trust and engage with brands has fundamentally changed, and Crowe Media was built for that reality,” said Anna Crowe, founder and CEO of Crowe PR. “By uniting strategy, storytelling, community and data, we’re empowering bold leaders and purpose-driven brands to build real, lasting influence, not just fleeting visibility.”
Crowe Media also operates an office in New York City.
KSON promotes Jessica Chenoweth to music director
San Diego radio station KSON 103.7-FM, one of six San Diego radio stations operated by Philadelphia-based Audacy, has announced the promotion of Jessica Chenoweth to music director.
A statement said Chenoweth will oversee strategy for the station’s music catalog while continuing as executive producer of the “John and Tammy: San Diego’s Morning Show,” a role she has held since 2016. The show airs weekdays from 5 to 10 a.m.
Chenoweth has more than two decades of broadcasting experience. Her career began at KISS-FM in Los Angeles, where she worked on the production team for “On Air with Ryan Seacrest.”
“When I started in radio over 20 years ago, I would organize my music director’s CD stash just to be a part of the music selection anyway I could,” said Chenoweth. “Being named the music director at the legendary KSON is a dream come true, and I couldn’t have anyone better teaching me the ropes than Scotty.”
Scotty Roddy, KSON brand manager, said in a statement, “Jessica’s elevation to this role is a testament to her strategic brilliance. We’re excited to leverage her thorough mindset and innate talent for discovering new country music. Under her leadership, we will continue to build a community that captivates and connects with our listeners.”
In addition to KSON-FM 103.7, the other San Diego radio stations operated by Audacy include KBZT-FM ALT 94.9, KYXY-FM 96.5, KXSN-FM Sunny 98.1-FM, KWFN-FM 97.3 The Fan and KXSN-HD3 Channel Q.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly in Times of San Diego.
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