While the Super Bowl is renowned for its high-stakes football action, a significant part of the annual spectacle lies in the commercial breaks. Companies invest millions to capture the attention of a massive audience, making these advertisements a cultural event in their own right. This year's Super Bowl LX saw record-breaking ad prices, with some 30-second spots reportedly selling for over $10 million, highlighting the immense value placed on this prime advertising real estate.
The Standout Commercials of Super Bowl LX
Among the flurry of advertisements that aired during Sunday's broadcast, several managed to rise above the noise with creative concepts, celebrity star power, and memorable moments. Here is a closer look at some of the most notable commercials from the event.
DoorDash: 50 Cent's Clever Celebrity Jabs
Rapper 50 Cent took center stage in a clever commercial for the delivery service DoorDash. In the ad, he humorously addresses past "beef" with other celebrities while promoting the service. The commercial features 50 Cent delivering a DoorDash bag and pulling out items that serve as subtle digs at his rivals. These included a children's book, a nod to Floyd Mayweather Jr.'s reported reading struggles, cheesy puffs referencing Sean "Puff Daddy" Combs, and an alarm clock alluding to Ja Rule's song "Always on Time." The ad effectively blended humor with brand messaging, making it one of the most talked-about spots of the night.
Dunkin' Donuts: A Sitcom Spoof with Star Power
Dunkin' Donuts delivered a nostalgic and humorous commercial by spoofing the film Good Will Hunting, reimagining it as a 1980s sitcom titled "Good Will Dunkin'." Starring Ben Affleck with a distinctive blond curtains haircut, the ad featured a laugh track and was set in a Dunkin' Donuts location. The commercial boasted an impressive lineup of cameos, including Jennifer Aniston, Jason Alexander, Alfonso Ribero, Jaleel White, Matt LeBlanc, Ted Danson, Jasmine Guy, and Tom Brady. Complete with a catchy intro song, this spot successfully leveraged nostalgia and celebrity appeal to engage viewers.
E.L.F. Cosmetics: A Telenovela Twist
E.L.F. Cosmetics presented a unique commercial starring Melissa McCarthy in a telenovela-style drama titled "Melissa." The ad follows McCarthy as she crashes her vehicle after stating she doesn't speak Spanish, only to wake up in a hospital where a doctor informs her that a major reggaeton show is happening that night. Through the application of e.l.f. pink lip gloss and determination, McCarthy rehabilitates herself by learning Spanish with the doctor's help. By the end, she fluently participates in a song and dance number, blending humor, drama, and product placement in an entertaining way.
TurboTax: Adrien Brody's Tax Preparation Struggles
In a more subdued but effective ad, actor Adrien Brody portrays a TurboTax spokesperson struggling to get into character. He receives guidance from a TurboTax expert played by Toronto actor Ruth Goodwin, who explains that the service helps people do their taxes on their phone or in person so they can relax. Brody's comedic timing shines as he questions when customers cry during tax preparation, to which Goodwin humorously retorts that they just go home happy. This commercial highlighted the brand's focus on simplifying tax processes with a touch of lightheartedness.
Other Notable Mentions
The Super Bowl LX commercial lineup included several other memorable ads. Bosch featured Guy Fieri in a spot where he transforms from a clean-shaven look back to his classic appearance after using Bosch appliances, emphasizing the brand's ability to make users feel "like more than just a guy." Fanatics Sportsbook saw Kendall Jenner poking fun at her past relationships with athletes, using humor to promote the sports betting platform. Instacart's ad featured Ben Stiller and singer Benson Boone as a 1970s rock duo singing about produce selection, with Stiller's dramatic leap off a skyscraper set adding a surprising twist.
These commercials not only showcased creative marketing strategies but also reflected the evolving landscape of Super Bowl advertising, where brands aim to entertain as much as they inform. With millions of dollars on the line and a global audience watching, the pressure to deliver memorable content has never been higher, and this year's selections certainly rose to the occasion.
