Celebs Dominate Super Bowl LIX
Super Bowl LIX delivered exactly what we expected, advertisements packed with A-list stars. From fresh remakes of movie classics to NFL players sharing messages of inspiration, the night was filled with big names. Perhaps the most bizarre moment came from Mountain Dew, featuring Seal singing as an actual seal.
The presence of celebrities in Super Bowl commercials has reached new heights, increasing by 13 percent from last year and now accounting for 63 percent of all ads. Many brands did not stop at just one famous face, with Meta and Ray-Ban, Pringles, and Bud Light packing multiple stars into a single spot. The price tag on these star-studded commercials is staggering, raising the question of whether they are really worth the gamble.
The Hall of Fame
In our pre-game blog series, we explored how the celebrity presence in Super Bowl ads has evolved over the years. While Serena Williams remains the most popular cameo, with her star power extending to this year’s halftime show, many others are gaining momentum. Our research also confirmed that while celebrities can drive strong short-term sales, their long-term impact is less certain. Though ads featuring celebrities outperform the US advertising norm in long-term uplift, they are far from a guaranteed touchdown.
As Tass Tsitsopoulos, Global Strategy Director at McDonald’s for Wieden + Kennedy NY, aptly said in our exclusive Super Bowl LIX webinar, “Never start with a celebrity, start with an idea.” The brands that consistently perform well on System1’s commercial effectiveness measures are almost always built on a strong creative concept, one that aligns with the brand’s identity rather than relying solely on star power.
Another key finding was the impact of brand characters versus celebrities. Despite brand mascots delivering a higher 3.4 Star Rating for long-term effectiveness, exceptional short-term sales potential, and strong brand fluency, they were surprisingly rare this year. Only 9 percent of ads featured beloved characters, with standouts like the Budweiser Clydesdales, the Angel Soft Angel, and Nerds making an appearance.
Meanwhile, celebrity-driven ads averaged a slightly lower 2.9 Star Rating, still showing strong short-term sales potential but with a surprising downside. Only 77 percent of viewers recognized the brand being advertised. This means that while celebrities can generate the emotional response needed for both immediate sales and long-term market growth, nearly a quarter of viewers fail to remember which brand was actually being promoted.
So, who were the winners?
When evaluating the success of celebrity Super Bowl ads, we can consider two key factors: their short-term and long-term commercial impact and how well they balance star power with brand relevance.
Our research with sports marketing agency Fuse, titled The Sport Dividend, found that featuring a sports star alone boosts long-term sales impact by 0.7 Stars. But to maximize effectiveness, context matters. Ads that place athletes in a competitive setting rather than at home, in training, or in an unrelated environment see an additional 0.5 Star increase. By tapping into the excitement of the game itself, brands can heighten emotional engagement and drive lasting impact.
It’s no surprise then that the NFL topped the commercial leaderboard, successfully harnessing the power of sports and celebrity to their advantage.
The NFL made a powerful statement with an emotionally charged campaign aimed at inspiring young athletes, featuring some of the league’s biggest stars. By leveraging its IP and talent with a purpose-driven message, the brand struck a winning formula, delivering a compelling and deeply resonant ad.
While Häagen-Dazs didn’t tap into sports celebrity power, they demonstrated the impact of using celebrities in their most recognizable element. Their ad, featuring Vin Diesel in his signature Fast & Furious setting, secured the number two spot. The unexpected twist? Diesel embracing the slow lane for once, enjoying a Häagen-Dazs against a stunning backdrop. The ad was simple, smooth, and easy to follow, earning high appeal with audiences.
Coming in at number three, Stella Artois brought a surprising and humorous edge by pairing their longtime ambassador David Beckham with his “long-lost American brother” Dave Beckham, played by Matt Damon. The ad cleverly played on UK vs. US sporting rivalries, poking fun at the soccer versus football debate. In the end, the brothers settled their differences over a chilled Stella, seamlessly bringing the brand to the forefront. While Matt Damon added comedic value, the ad effectively leaned into Beckham’s football legacy while incorporating American football tropes to boost relevance.
The Brand Battle
In our Super Bowl Fluency blog, we explored how brands can creatively balance star power with their own identity. This balance ensures that the brand isn’t overshadowed by a celebrity’s personal brand but instead benefits from a true partnership. After all, endorsements should be a collaboration, not a competition for the spotlight.
So, let’s take a look at the Top 10 ads that won the battle of the brands:
Poppi – 100% Brand Recognition
As a second-year Super Bowl advertiser and a true disruptor brand, Poppi’s success is nothing short of phenomenal. The prebiotic soda brand made a bold statement with a campaign that seamlessly integrated social media influencers like Jake Shane and Alix Earle, reinforcing its strong digital presence.
On the Uncensored CMO podcast, System1’s Chief Customer Officer spoke with Poppi founder Allison Ellsworth, who shared that their strategy has always been deeply rooted in brand identity. Rather than enlisting a Hollywood A-lister, Poppi leaned into what they do best, leveraging their vibrant social presence and collaborating with influencers already promoting the brand on platforms like TikTok. This approach led to an impressive 100% brand recognition, proving that sometimes, familiarity and authenticity make the biggest impact.
Taco Bell – 99% Brand Recognition
Taco Bell did not hold back on branding this year. The brand name was repeatedly mentioned in the voiceover, the opening shot zoomed in on the Taco Bell logo, and the ad featured a montage of customers in drive-thrus, in stores, and enjoying their products. It checked every brand box so thoroughly that it raises the question—was featuring Doja Cat and LeBron James even necessary?
This bold, in-your-face approach is a strategy many brands shy away from, but Taco Bell proves that mastering the basics works.
Pringles – 98% Brand Recognition
Pringles proves that brands don’t have to choose between a celebrity and a brand character or fluent device. Their Super Bowl ad seamlessly featured a range of stars alongside their iconic mustached ambassador, striking the perfect balance.
This is a great example of what Tass mentioned earlier about starting with an idea before the celebrity. The brand character is the foundation, with a creative concept centered around the instantly recognizable mustache. There’s no doubt it’s a Pringles ad.
Adam Brody adds a touch of cultural relevance with his recent role in Nobody Wants This alongside Kristen Bell, subtly inserting the brand into modern pop culture. But is he the star? Not really. He’s simply the catalyst for a brilliantly branded campaign.
Little Caesars – 97% Brand Recognition
This is another ad that got a bit hairy with celebrities, but in the best way. It strikes a perfect balance between Taco Bell’s bold branding approach and the power of celebrity endorsement. The ad opens at a Little Caesars store, with a Little Caesars product, before diving into a comedic concept.
The brand cleverly leans into Eugene Levy’s iconic eyebrows, a distinctive feature he is undeniably known for. This aligns with the idea of using celebrities in a context that feels natural to them. By staying bold on branding and featuring a star in a recognizable way, Little Caesars successfully drives both brand impact and strong Star and Spike Ratings. This is a great example of creating resonance and recognition at the same time.
Mountain Dew – 96% Brand Recognition
Last but not least, in true Mountain Dew fashion, unconventional, chaotic, and downright unhinged, we have Seal singing A Kiss From a Rose with a Mountain Dew twist. Oh, and did I mention? Seal is CGI’d as an actual seal. Yes, they took bizarre to a whole new level.
Not only does this ad stay completely true to Mountain Dew’s bold brand identity, but it also weaves the brand seamlessly into the lyrics of the song. The product is featured in a comedic and unexpected way, flipping the usual approach to celebrity endorsements on its head. It’s distinctive, it’s memorable, and hands down my favorite cameo of the Super Bowl season.
Create with Confidence
We empower brands and agencies to Create with Confidence, whether for the Super Bowl or year-round, on screens or beyond. Get exclusive first-look insights into the gameday ads, why they worked, and the strategies you can apply to your own creative approach. Download the full report below for the industry’s most comprehensive advertising analysis, covering Star, Spike, and Fluency.
