Do Creators Belong at the Big Game?
Creators are undeniably effective for brands on social. Our research with TikTok proves that. But does that impact translate beyond social feeds? And when the stakes are as high and as expensive as the Super Bowl, should brands be investing in these digital stars?
To find out, System1 tested every ad from Super Bowl LX, examining how this new era of celebrity performs compared to traditional stars and established brand characters. From fully creator-led spots to blink-and-you-miss-it cameos, we analyzed what works and what it takes to win.
Consider this your brand’s Super Bowl “Get Ready With Me.” Here’s what you need to know before stepping onto advertising’s biggest stage.
Celebrity vs Creator vs Character
While creators were present in the buildup and at Super Bowl LX, including appearances such as Alix Earle for Raising Cane’s, their role on the big screen was less prominent than many anticipated. Rather than taking center stage, creators most often appeared in cameo roles. Just 9% of Big Game ads featured a creator at all, with the majority still prioritizing established household names.
When creators did appear, their impact on creative effectiveness mirrored that of traditional celebrities. On average, they delivered limited uplift across long-term Star Rating, short-term Spike Rating and Fluency Rating, which measures brand recall.
This suggests that, for now, using creators in cameo roles rather than as the lead was a pragmatic choice for brands aiming to appeal to a broad Super Bowl audience. However, as creators continue to build mainstream recognition, that balance is likely to shift in the years ahead.
The most reliable way to drive resonance, short-term sales and brand memorability is to lead with what Orlando Wood calls a character-fluent device. Brands such as Nerds and Budweiser executed this well, leaving audiences talking about the brand itself rather than who appeared in the ad.
But if generating buzz is your primary objective, there are ways to ensure creators build momentum on the Big Game stage. Here’s how to make them work harder for your brand.
Camouflaged Cameos
As I explored in my pregame creator piece, creators may not yet be built to carry the Big Game stage on their own. But when embedded subtly, they can add an extra layer of enjoyment and payoff for those who recognize them. For viewers who miss them the first time, those cameos can also reward repeat viewing, making the ad even more satisfying on second watch.
In my earlier blog, I discussed why choosing creators who authentically fit your brand is a crucial first step. Equally important, however, is integrating them into a story that makes sense. In Lemon and Look out, Orlando Wood highlights that when celebrities are placed in scenarios that feel natural to them, brands maximize long-term effectiveness. The same principle applies to creators.
At Super Bowl LX, Hellmann’s demonstrated this brilliantly. The brand featured Salt Hank, the social media chef known for his saucy recipes, alongside internet food critic Keith Lee. They were not the stars of the ad, but for audiences familiar with them, their inclusion felt entirely logical. Set within a deli restaurant scene, their appearances were seamlessly woven into the narrative. It was a masterclass in creator cameos. They did not overpower the brand; they added incremental value for those in the know.
The proof is in the mayo. Hellmann’s earned an impressive 4.1 Stars for long-term commercial potential.
Create with Confidence®
Eager to understand whether the creator route is right for your brand? Or are you ready to take the first step in building a character fluent device? Get in touch with our team today.
System1’s Test Your Ad platform helps brands understand how advertising performs against commercial outcomes such as short-term sales and long-term brand growth. It evaluates whether talent is resonant and clearly understood, and whether branding is consistently identifiable throughout the ad. Our expert consultants then help you further optimize your ad, drawing on past campaign performance, cross-channel creative analysis, and second-by-second audience response.