{"id":35529,"date":"2026-02-06T10:23:36","date_gmt":"2026-02-06T18:23:36","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=35529"},"modified":"2026-02-06T10:53:51","modified_gmt":"2026-02-06T18:53:51","slug":"inside-super-bowl-lxs-celebrity-ad-playbook","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/inside-super-bowl-lxs-celebrity-ad-playbook\/","title":{"rendered":"Inside Super Bowl LX\u2019s Celebrity Ad Playbook"},"content":{"rendered":"\n<p>After spiking to 78% in 2020, celebrity inclusion in Big Game ads has stayed above 65% every year since, making star-driven creative the baseline, not the differentiator. For Super Bowl LX, that pattern continues with confirmed appearances from dozens of celebs including Andy Cohen, Emma Stone, Bowen Yang, Sabrina Carpenter, Paige DeSorbo, and more.<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100548\/Screenshot-2026-02-06-at-11.05.32%E2%80%AFAM.png\" alt=\"\" class=\"wp-image-35556\"\/><\/figure>\n\n\n\n<p>But when nearly seven in ten ads feature celebrities, the advantage is no longer in using star power\u2014it\u2019s in using it well. Celebrity usage isn\u2019t just about raw fame. It\u2019s about strategic fit.<\/p>\n\n\n\n<p>Super Bowl LX\u2019s lineup reflects a segmented, audience-first approach to casting. From Gen Z pop stars and internet-native icons to nostalgia-inducing actors, trusted lifestyle authorities, and elite athletes, brands are pairing personalities with strategic targeting beyond gen-pop. The goal isn\u2019t just awareness. It\u2019s relevance, credibility, and cultural momentum with a specific target too.&nbsp;<\/p>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-464372afc37a801b8cb9df3752cde927\" style=\"color:#4ac500;font-size:27px\"><strong>Speaking Gen Z\u2019s Language<\/strong><\/p>\n\n\n\n<p>For brands focused on engaging Gen Z, relevance starts with cultural fluency.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/ad\/gtJd\/poppi-super-bowl-2026-teaser-vibes-featuring-charli-xcx-rachel-sennott\"><span style=\"text-decoration: underline;\">Poppi pairs Charli XCX with Rachel Sennott<\/span><\/a> for a pop-culture crossover rooted in online irony with \u201cVibes\u201d. Pringles\u2019 \u201cPringleleo\u201d featuring Sabrina Carpenter leans into witty surrealism and romantic tropes. <a href=\"https:\/\/www.ispot.tv\/ad\/goCj\/ritz-crackers-super-bowl-2026-teaser-shell-phone-featuring-bowen-yang\"><span style=\"text-decoration: underline;\">Ritz taps Bowen Yang<\/span><\/a> for humor that feels self-aware. And <a href=\"https:\/\/www.ispot.tv\/ad\/gnhs\/t-mobile-super-bowl-2026-teaser-druski-make-a-call\"><span style=\"text-decoration: underline;\">T-Mobile\u2019s campaign with Druski <\/span><\/a>highlights creator-led comedy.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/gnc3\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><\/strong><strong>Age Gap-to-Norm Likeability Scores for Pringles&#8217; &#8220;Pringleleo&#8221;<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100648\/Screenshot-2026-02-05-at-5.56.31%E2%80%AFPM-1024x496.png\" alt=\"\" class=\"wp-image-35558\"\/><figcaption class=\"wp-element-caption\"><em>Each age group is benchmarked against their respective 5-year Super Bowl ad norm.<\/em><\/figcaption><\/figure>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As shown in the age breakdown above, \u201cPringleleo\u201d resonates most strongly with viewers ages 21\u201335 and 16\u201320, posting its highest Likeability scores among younger audiences, while performance tapers among viewers 50+. This skew shows how the spot\u2019s humor and storytelling are calibrated for younger viewers.<\/p>\n\n\n\n<p>These Super Bowl spots are built around the tone, humor, and references Gen Z already engages with daily. In this context, music stars and social icons function as cultural translators\u2014helping campaigns feel familiar to young, digital-first audiences.\u00a0<\/p>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-854fe52927de0ce89ca801521bcf7409\" style=\"color:#4ac500;font-size:27px\"><strong>Nostalgia as a Scalable Emotional Lever<\/strong><\/p>\n\n\n\n<p>Nostalgia remains one of the fastest ways to build emotional connection at scale. <a href=\"https:\/\/www.ispot.tv\/ad\/gn51\/dunkin-super-bowl-2026-teaser-no-one-can-see-this-ft-ben-affleck-jennifer-aniston-jason-alexander-ma\"><span style=\"text-decoration: underline;\">Dunkin\u2019s reunion of Jennifer Aniston, Matt LeBlanc, and Jason Alexander<\/span><\/a> taps into decades of shared TV history. Xfinity\u2019s Jurassic Park revival with Sam Neill, Laura Dern, and Jeff Goldblum does the same for blockbuster-era nostalgia.&nbsp;<\/p>\n\n\n\n<p>These ads work because they compress years of cultural goodwill into 30 seconds. Viewers don\u2019t need context; they already feel it.\u00a0<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/gn6P\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Age Gap-to-Norm Likeability Scores for Xfinity Internet&#8217;s &#8220;Jurassic Park&#8230; Works&#8221;<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100921\/Screenshot-2026-02-06-at-11.08.57%E2%80%AFAM-1024x592.png\" alt=\"\" class=\"wp-image-35560\"\/><figcaption class=\"wp-element-caption\"><em>Each age group is benchmarked against their respective 5-year Super Bowl ad norm.<\/em><\/figcaption><\/figure>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Xfinity\u2019s creative performance data mirrors the creative intent. The Jurassic Park revival resonated with all demographics, but did particularly well with older cohorts who were moviegoers in 1993 when the first Jurassic Park came out.<\/p>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-3fcebd0848df4143c7b94a28b01b408f\" style=\"color:#4ac500;font-size:27px\"><strong>Using Athletes as Proof Points<\/strong><\/p>\n\n\n\n<p>Some advertisers continue to anchor their messaging in sports culture, using performance and competition to build credibility with core NFL fans.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/ad\/gZeN\/bud-light-super-bowl-2026-pre-release-keg-featuring-shane-gillis-post-malone-peyton-manning\"><span style=\"text-decoration: underline;\">Bud Light\u2019s pre-release leans on Peyton Manning<\/span><\/a> as a long-standing symbol of Super Bowl authority. Novartis builds its campaign around tight ends like Rob Gronkowski and Tony Gonzalez. <a href=\"https:\/\/www.ispot.tv\/ad\/gnBi\/meta-super-bowl-2026-pre-release-athletic-intelligence-is-here-part-one-ft-marshawn-lynch-darren-wat\"><span style=\"text-decoration: underline;\">Meta blends Marshawn Lynch and Darren Watkins Jr.<\/span><\/a> with wearable tech. And Ro reinforces health trust via <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.ispot.tv\/ad\/go9v\/ro-super-bowl-2026-pre-release-healthier-on-ro-featuring-serena-williams-song-by-sleigh-bells\">Serena Williams<\/a>.<\/span><\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/gZR6\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In each case, athletes serve as proof points that build confidence. For brands tied to health, tech, or lifestyle optimization, that time-tested association still carries weight.<\/p>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-041eb444cce734b93d83e7b23e818b20\" style=\"color:#4ac500;font-size:27px\"><strong>Tapping Into Female-Centric Fan Communities<\/strong><\/p>\n\n\n\n<p>Several advertisers are extending Super Bowl reach beyond traditional sports audiences by tapping into highly engaged, female-centric fan communities.&nbsp;<\/p>\n\n\n\n<p>Nerds leans into Bravo fandom with <a href=\"https:\/\/www.ispot.tv\/ad\/gt5K\/nerds-juicy-gummy-clusters-super-bowl-2026-pre-release-best-buds-featuring-andy-cohen\"><span style=\"text-decoration: underline;\">Andy Cohen<\/span><\/a>. Fanatics pushes into pop culture-first betting awareness with <a href=\"https:\/\/www.ispot.tv\/ad\/gZjH\/fanatics-sportsbook-super-bowl-2026-pre-release-bet-on-kendall-song-by-harry-belafonte\"><span style=\"text-decoration: underline;\">Kendall Jenner<\/span><\/a>. And Kinder Bueno hits on lifestyle-driven audiences through Paige DeSorbo.<\/p>\n\n\n\n<p>These personalities don\u2019t just bring followers; they bring ecosystems. Built-in conversations, social engagement, and pre- and post-game sharing come with the package. That means brand relevance that lasts beyond Sunday night.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/gnTz\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Gender\/Age Likeability Scores for Kinder Bueno&#8217;s &#8220;Yes Bueno&#8221;<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1003\" height=\"1024\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100407\/Charts-Combined-Chart-Feb-6-26-1-1003x1024.jpg\" alt=\"\" class=\"wp-image-35554\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100407\/Charts-Combined-Chart-Feb-6-26-1-1003x1024.jpg 1003w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100407\/Charts-Combined-Chart-Feb-6-26-1-294x300.jpg 294w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100407\/Charts-Combined-Chart-Feb-6-26-1-313x320.jpg 313w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100407\/Charts-Combined-Chart-Feb-6-26-1-768x784.jpg 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100407\/Charts-Combined-Chart-Feb-6-26-1-1504x1536.jpg 1504w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/02\/06100407\/Charts-Combined-Chart-Feb-6-26-1.jpg 1757w\" sizes=\"(max-width: 1003px) 100vw, 1003px\" \/><\/figure>\n\n\n\n<p>Kinder Bueno\u2019s broad performance in Likeability across age and gender reflects a well-executed, layered creative approach. Paige DeSorbo brings relevance with female audiences, while the action-packed space storyline and William Fichtner\u2019s presence help extend appeal to male viewers. The result is a spot that\u2019s performing well across demographics.<\/p>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-814ba89f081f6b7e95fa1290ea227d17\" style=\"color:#4ac500;font-size:27px\"><strong>Your Front-Row Seat to Super Bowl LX Ad Performance<\/strong><\/p>\n\n\n\n<p>Want more? Stay ahead of Super Bowl LX performance with<a href=\"https:\/\/www.ispot.tv\/super-bowl-vip\"> <span style=\"text-decoration: underline;\">iSpot\u2019s VIP Ad Center<\/span><\/a>. Track every teaser, pre-release, and game-day spot in one centralized dashboard\u2014bringing creative and audience metrics together, so you can benchmark performance and see what\u2019s breaking through.<\/p>\n\n\n\n<p>Then join our post-game webinar on<strong> Tuesday, February 10 at 1 PM ET with GM<\/strong> for an exclusive look at iSpot\u2019s next-gen AI platform plus a breakdown of Super Bowl LX\u2019s top ads and winning creative trends.<\/p>\n\n\n\n<div style=\"height:9px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-font-size is-style-fill\" style=\"font-size:21px\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/event.webcasts.com\/starthere.jsp?ei=1748940&amp;tp_key=13fa74d933\" style=\"background-color:#6ebd23\">   <strong>Register Now<\/strong>   <\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>After spiking to 78% in 2020, celebrity inclusion in Big Game ads has stayed above 65% every year since, making star-driven creative the baseline, not the differentiator. For Super Bowl LX, that pattern continues with confirmed appearances from dozens of celebs including Andy Cohen, Emma Stone, Bowen Yang, Sabrina Carpenter, Paige DeSorbo, and more. But&#8230; Read More<\/p>\n","protected":false},"author":68,"featured_media":35537,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/35529"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/68"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=35529"}],"version-history":[{"count":36,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/35529\/revisions"}],"predecessor-version":[{"id":35581,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/35529\/revisions\/35581"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/35537"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=35529"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=35529"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=35529"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=35529"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}