Saluki AdLab student Ashleigh Spence prepares to toss the football to Bridget Lescelius, associate lecturer in SIU’s School of Journalism and Advertising, while AdLab students (from left) Mea Roedell and Grace Kuhl look on. (Photo by Russell Bailey)
February 06, 2025
SIU advertising expert: Celebrities, nostalgia and AI highlight Super Bowl ads
CARBONDALE, Ill. — The superpower of celebrities and the growing influence of artificial intelligence will be in front of millions of television viewers when Super Bowl LIX hits screens across the nation on Sunday, Feb. 9, said Bridget Lescelius, an associate lecturer in Southern Illinois University Carbondale’s School of Journalism and Advertising.
As the Kansas City Chiefs and Philadelphia Eagles battle in New Orleans for the Lombardi Trophy, advertisers again will aim to capitalize on 30-second ads estimated at $8 million apiece, an increase of $1 million from a year ago. Fox will have the traditional broadcast, with streaming services Fubo and Tubi also showing the game.
Lineup highlights
Celebrities once again are a staple in Super Bowl advertising, with some of the most anticipated ads from Hellman’s Mayonnaise, Michelob Ultra and Uber Eats, said Lescelius, also adviser for the award-winning Saluki AdLab, a student-run, full-service advertising agency at SIU.
“The food and beverage industry will be out in force,” Lescelius said. “Anheuser-Busch leads with five distinct ads for its brands: Michelob Ultra, Busch Light, Budweiser, Bud Light and Stella Artois.”
With Meg Ryan and Billy Crystal, Hellman’s is re-creating their famous restaurant scene from “When Harry Met Sally” to demonstrate the authenticity of its product, Lescelius said.
Other examples are:
- Michelob Ultra pairing celebrities Catherine O’Hara and William Dafoe as pickleball players.
- Uber Eats with Matthew McConaughey in three spots, including one that channels former Chicago Bears coach Mike Ditka, complete with a thick Chicago accent.
- Dunkin’ is spotlighting Ben Affleck, Casey Affleck and Jeremy Strong in a revival of the “DunKing” boyband concept from 2024.
Automakers out; technology in
To date, automakers are once again largely absent with only Jeep and Dodge Ram having confirmed to advertise during the game. The reasons range from the absence or trimming of new product launches to focusing on operational issues, Lescelius said.
“This year, the Super Bowl will feature a notable increase of AI-themed advertisements, reflecting the growing influence of artificial intelligence in various industries,” she said. “Ads will also focus on younger demographics, particularly Generation Z and millennials.”
Lescelius added that there is also an increase in social media integration with the ads, including “the ever-popular pre-released teasers, encouraging user-generated content and leveraging influencer partnerships.”
Häagen-Dazs is presenting its first ad as a parody of the “Fast and Furious” film franchise that includes Instacart, leaning into the tech savvy younger market, while Mountain Dew is featuring the Mountain Dude and Becky G to attract younger viewers, she said.