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Puerto Rican pride, a real wedding, and a message of love over hate. Bad Bunny’s joyful Super Bowl Halftime show had it all.The artist promised to make the world dance during the Apple Music-sponsored performance, and he delivered, with guest appearances from stars including Lady Gaga, Ricky Martin, Cardi B, Pedro Pascal, and Jessica Alba. Big Game halftime brand integrations stunts took off after Rihanna promoted her Fenty Beauty brand on stage during her Super Bowl 57 performance. According to brand performance company Launchmetrics, that stunt helped garner $5.6 million in earned media in the first 12 hours for Fenty Beauty,…
Jim Lockhart, from Boston:Did you travel to get here today?Yeah, we came in early on Friday morning. Planes, trains, and automobiles from Logan Airport.And where are you staying?The Intercontinental, right in San Fran, downtown.Beautiful. I’m from San Francisco, born and raised, so I have a lot of hometown pride. Hope you’re enjoying your stay.Oh, you know what? They’ve done an unbelievable job. San Fran’s been very accommodating. Everybody’s been awesome. Friendly bartenders, waitresses, concierge, Uber guys. Everyone’s been awesome, man. They’ve done a great job. The city stepped up. We went to Alcatraz yesterday, and what an experience. We love…
Among the enduring questions of the Super Bowl is how America’s leading corporations can drop enough money to buy a Beverly Hills mansion and still go to air with a turkey: ads that are by turns dull, predictable, tone-deaf, or just weird. Ask AI this question and you’ll be told that companies feel immense pressure to get attention, be funny, stress name awareness, and not offend anyone.Of course, one viewer’s clunker of an ad might bring another to tears—so here’s a reminder that these are the editors’ picks alone. Now for the list.Make America Healthy AgainIt was a nice bit…
Twelve percent of American adults are now using GLP-1, with U.S. patients spending $40 billion on appetite-suppressing drugs in 2024—a figure that is projected to triple by 2030, according to Grand View Research.At this year’s Super Bowl, GLP-1 brands are seizing on that demand by battling for brand awareness. Each spent upwards of $10 million on 30 and 60-second commercials designed to raise awareness of the medication and tackle the stigma around it.Zepbound maker Eli Lilly hedged its bets on a pre-game spot.Elsewhere, its biggest rival, Novo Nordisk, which makes Wegovy and Mounjaro, spent its advertising dollars on an in-game…
On Sunday evening, during Bad Bunny’s electrifying halftime performance at Super Bowl LX, a crowd of what appeared to be fewer than 200 people in an undisclosed location were treated to an alternative concert, “The All-American Halftime Show,” presented by the right-wing student organization Turning Point USA.Conceived as culture-war counterprogramming for a show by a Puerto Rican mega-star who raps and sings in Spanish, and has been a vocal critic of ICE, the event featured four MAGA-aligned country stars and was headlined by Kid Rock, who made his entrance in jorts and trademark fedora. But for all the ideological outrage…
That’s one way to crash the Super Bowl.During the fourth quarter of Super Bowl 60, AI.com, an AI platform founded by Kris Marszalek, co-founder and CEO of Crypto.com, aired a 30-second ad imploring viewers to create a handle for the website.Unfortunately, all the traffic from the commercial crashed the website, with viewers airing their grievances on social media (and in the ADWEEK office). Marszalek responded to the crash on X, saying, “Insane traffic levels. We prepared for scale, but not for THIS.” Marszalek added three fire emojis to the statement. Insane traffic levels. We prepared for scale, but not for…
Each time in its nearly 60-year history, putting on the Super Bowl halftime show gets harder. Sometimes the logistics get complicated by concerns about protecting the turf. On other occasions, some aspect of the show leaks online, as happened last year ahead of Kendrick Lamar’s performance. In the lead-up to Bad Bunny’s performance at Super Bowl LX, I wondered if worries about the possible presence of Immigration and Customs Enforcement (ICE) agents at the Big Game would be the King of Latin Trap’s biggest hurdle.It wasn’t. It was trying to fulfill Bad Bunny’s wish to transform the field at Levi’s…
THE AD: With its Super Bowl spot, telehealth company Hims & Hers leans into its mission of making healthcare more accessible. The 60-second ad tackles topics like sexual health, mental health, and bodily autonomy with the brand’s trademark directness. Rather than softening its message for a mass audience, the tone is provocative and unapologetic, positioning the company as a consumer-first healthcare brand willing to address subjects others might avoid.MY TAKE: This ad has a lot of nerve—and that’s what makes it stand out. At a moment when brands are cautious about provoking backlash, Hims & Hers chose not to water…
WeatherTech is back at the Super Bowl for a fourteenth time, tapping into the plight of a dad taking his family on a road trip.The 30-second spot, “TaDa,” aired during the second quarter of Super Bowl 60 and featured the relatable problem of how to pack a car with luggage. The dad, Gary, is confident he can stuff all the suitcases and bags for his family of four in the car—until it all tumbles out. He has to be reminded (by his wife, of course) that WeatherTech makes more than floor liners and cargo liners. Other products include a Hitch…
THE AD: Google appeared in Super Bowl LX with a 60-second ad called “New Home” that shows off Gemini’s photo-generating capabilities as a mom tries to prepare her young son, Ben, for a big move. She pulls up photos of the new house before dropping in a picture from Google Photos of Ben’s current bedroom to help him visualize how his bed, toys, and even the dog’s bed will look in his new space. Then, they check out the backyard, where together they imagine the endless possibilities of what life might soon look like.MY TAKE: Google played it safe with…
After a better-than-expected opening weekend in theaters, box office for Amazon’s “Melania” fell 67%, to an estimated $2.37 million, in its second weekend. The documentary about First Melania Trump has grossed a total of $13.5 million so far (almost all of that in the United States), which means it’s extremely unlikely the film — which Amazon spent $40 million to acquire and $35 million to market — will break even in theaters. Before “Melania”’s release, a former Amazon film executive asked how the price tag could be motivated by anything other than “currying favor” with the Trump administration or “an…
Follow ADWEEK’s Super Bowl live blog for play-by-play takes on every commercial. From winners, whiffs, surprises, and the business moves behind them. General,Super Bowl CommercialsSuper Bowl Commercials,General#Super #Bowl #Live #Blog1770592565
Following last year’s trend of showcasing AI in multimillion-dollar ad spots, the 2026 Super Bowl advertisements took it a step further by leveraging AI both to create the commercials and to promote the latest AI products. Love it or hate it, the technology has become a star in its own right, alongside the latest movie trailers and snack brands. Let’s explore the biggest moments from this year’s Big Game ads, which featured everything from robots and AI glasses to a touch of drama involving tech founders. Svedka Vodka brand Svedka went with what it touts as the first “primarily” AI-generated…
Years before Taylor Swift attended that first storied NFL game in Kansas City in 2023, female viewership of the game was growing. But despite the uptick in female fandom and viewership, most Super Bowl ads don’t feature women in central roles.In 2024, the number of women aged 18-24 who tuned into the Big Game jumped by a reported 24%. And since 2021, women’s favorability toward the NFL increased by 13 points, rising to 55% in January, according to marketing intelligence firm Morning Consult.But while Taylor Swift’s courtship with Kansas City Chiefs star Travis Kelce undoubtedly drew a new audience of…
When a startup announced plans last fall to recreate lost footage from Orson Welles’ classic film “The Magnificent Ambersons” using generative AI, I was skeptical. More than that, I was baffled why anyone would spend time and money on something that seemed guaranteed to outrage cinephiles while offering negligible commercial value. This week, an in-depth profile by the New Yorker’s Michael Schulman provides more details about the project. If nothing else, it helps explain why the startup Fable and its founder Edward Saatchi are pursuing it: It seems to come from a genuine love of Welles and his work. Saatchi…
Just in time to create a new Super Bowl ad, Crypto.com founder Kris Marszalek has made the priciest domain purchase in history, buying AI.com for $70 million, according to the Financial Times. The deal, paid entirely in cryptocurrency to an unknown seller, shatters previous records. (Broker Larry Fischer, who facilitated the sale, is presumably celebrating his good fortune.) Marszalek plans to debut the site during Sunday’s big game, offering consumers a personal AI agent for messaging, app usage, and stock trading. “If you take a long-term view — 10 to 20 years – [AI] is going to be one of…