Star-Studded Nostalgia: How Celebrities Are Shaping Super Bowl 59 Commercials

Star-Studded Nostalgia: A Glimpse into Super Bowl 59's Most Captivating Commercials and Iconic Reunions

Super Bowl 59 is gearing up to be an exciting showdown, not just on the field with the Kansas City Chiefs battling the Philadelphia Eagles at the famous Caesars Superdome in New Orleans, but also in the realm of advertising, where brands are about to unleash their most creative and eye-catching commercials. Scheduled for February 9 at 6 p.m. on Fox, this year’s game includes around 50 spots, each costing approximately $8 million for just 30 seconds of airtime. With such a massive investment, it's no surprise that many brands are turning to nostalgia and beloved celebrities to connect with viewers.

This year's advertising landscape represents a mix of familiar faces and classic themes, as brands look to capture audience attention by playing it safe. Experts note that many commercials rely on tried-and-true tactics of humor, celebrity appearances, and eye-catching visuals. Magda Tomaszewski, a renowned global brand director, mentions that the Super Bowl playbook this season highlights nostalgia and humor, with a twist of celebrity magic. Peter Bray, a creative director, emphasizes a trend of brands revisiting past successes, stating, "It feels like most ads aren't introducing new characters or ideas, but are leaning into what previously worked."

One of the standout ads features the iconic pairing of Meg Ryan and Billy Crystal, reuniting for a modern take on their famous diner scene from "When Harry Met Sally" for a mayonnaise brand. This nostalgic nod instantly resonates with audiences of all ages. Alison Weissbrot, Executive Editor of Adweek, praises the ad for its timeless quality, stating it taps into a beloved cultural moment. Alongside the original stars, the ad smartly introduces a new generation of fans with the cameo of Sydney Sweeney, adding a contemporary element. However, there are mixed opinions about this addition, with some feeling it distracts from the elegance of the nostalgic scene while others believe it broadens the product's appeal across generations.

Meanwhile, other big names join the Super Bowl ad caravan. Matthew McConaughey and Martha Stewart, who are both steeped in celebrity culture, team up with Charli XCX in separate ad spots that embody humor while reaching across generational divides. Utilization of multi-generational celebrities is becoming a common theme this Super Bowl, aiming to ensure broad appeal. Brands are realizing that nostalgia is not just about the classics; introducing new stars can revive interest and capture attention effectively.

Another advertisement worth noting features David Beckham and Matt Damon as unlikely "brothers." Ray points to the charm and appeal of both actors, making this commercial particularly captivating. He believes that pairing such relatable and recognizable celebrities adds depth and interest to the ad while maintaining a cross-generational appeal. Similarly, Ben Affleck returns with a twist this time, teaming up with his brother Casey and “Succession” star Jeremy Strong to add humor to their spot. Bray highlights this clever casting choice, illustrating how brands like Dunkin' effectively leverage celebrity personas to keep their messages relatable and entertaining.

Amid all the star-studded commercials, new faces are also stepping into the limelight. Glen Powell features in a heartwarming Ram truck ad where he reads a story to his real-life niece and nephew, showcasing a sweet familial connection—an emotional appeal that resonates well with viewers. By incorporating celebrities that are currently part of popular culture, brands are not just playing it safe; they are employing familiar faces to draw in audiences while ensuring they stand out amid the competition.

In contrast, the approach by Bud Light reveals an intriguing strategy rooted in the current cultural climate. Featuring Pete Davidson alongside Gordon Ramsay in its debut ad, Bud Light aims to win back consumer trust following previous controversies. According to Weissbrot, this adjustment in strategy is crucial for the brand's image restoration. Brands are recognizing that while taking a stand can lead to controversy, playing it safe is often the key to broad appeal—a strategy that has proven successful for many Super Bowl ads in the past.

Additionally, the 2025 Super Bowl promises an exciting blend of humor and storytelling. One advertisement featuring Seal humorously transforms him into a real seal while echoing his famous song "Kiss From a Rose." Such playful elements provide a comedic layer, drawing in viewers with an unexpected twist. The range of ads this year reflects how brands are increasingly acknowledging their audience's diversity and utilizing humor to foster connection.

From comedic sketches to heartwarming narratives, celebrity-centric ads are set to dominate the Super Bowl commercial stage. The use of returning and new stars signifies a strategic effort to tap different generations of fans. As brands prepare to make the most of this high-stakes cultural moment, they face the ever-present challenge of capturing viewer attention in just a few short, expensive seconds. With millions tuning in, both the football game and the ads surrounding it serve as a reminder of how deeply intertwined the worlds of sports and celebrity marketing have become. This year's Super Bowl ads will likely echo long after the final whistle blows, shaping conversations in the celebrity world and beyond into the coming weeks.