Super Bowl Ads Hit $10M as Brands Bet Big on AI and Star Power

Super Bowl LX ad spots are commanding a record $10 million for 30 seconds on NBC, with advertisers banking on a formula of celebrity-driven humor, nostalgia, and tech to capture the attention of over 100 million viewers.

• Stars on the field: The high price hasn't deterred newcomers, as an NBCU executive says about 40% of this year's advertisers are new to the game. Star power dominates the playbook, with Grubhub debuting a surreal ad starring George Clooney, while Instacart tapped director Spike Jonze for its spot. Pepsi, meanwhile, enlisted Taika Waititi to direct a spot that revives the cola wars, cheekily borrowing Coca-Cola's iconic polar bear for a taste-test gag.

• Bots, booze, and buzz: Uber is putting its celebrities to work in an interactive ad that lets users create over 1,000 versions of the spot in-app to unlock promotions. Svedka also debuts, claiming to air the first Super Bowl ad made primarily with AI—and the first spot from a vodka brand in three decades.

The record price is pushing brands to stretch their investment beyond a single night. The broadcast commercial is now the centerpiece of larger digital campaigns, with advertisers using interactive elements and early online releases of extended cuts to maximize engagement.