Super Bowl LX ads lean on comedy and celebrity

With tensions high, many Super Bowl advertisers are avoiding politics and instead leaning on comedy and celebrity. In a charged political climate where even small missteps can spark a backlash, brands are choosing humor and well-known faces as safer bets. The average price for 30 seconds of airtime during Super Bowl LX was $8 million.

Early testing suggests the tactic is resonating: iSpot found 63% of the trailers and teasers it tested triggered "funny" reactions, and Bud Light's "Keg" ad — featuring Shane Gillis, Post Malone, and Peyton Manning — scored highest. Other spots aiming for laughs include Hellmann's with Andy Samberg, Fanatics Sportsbook's self-deprecating Kendall Jenner spot, and Instacart's vintage-style ad with Ben Stiller and Benson Boone.

Agency executives say celebrities are more willing to appear in commercials now, but that star power can't replace strong storytelling.

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