As has been the case in recent Super Bowl history, brands don’t seem to think it is enough to just have one high-profile celebrity spokesperson in their Big Game commercials. Increasingly, marketers are packing 30-seconds with as many stars as they can—ranging from some usual suspects to lesser-known faces. Of course, celebrities have always been a stalwart of Super Bowl ads, but in recent years brands seem to be playing a game of who can cram the most famous faces into their commercials.
Michelob Ultra’s ad includes Lionel Messi, NFL legend Dan Marino and “Ted Lasso” star Jason Sudeikis. Tina Fey takes a starring role in Booking.com’s ad, which includes cameos from Jane Krakowski and Glenn Close. State Farm is putting Arnold Schwarzenegger in its action-movie-styled ad, which the actor plugged during an appearance on “The Tonight Show Starring Jimmy Fallon.” Uber Eats already started teasing out a roster of celebrities poised to star in its in-game spot. So far, the list includes David and Victoria Beckham, and likely Jennifer Aniston. Christopher Walken is starring for BMW eight years after the actor starred for Kia. He is likely to be joined in the ad by Usher, whose song “Yeah!” appeared in a teaser.
But viewers are not overwhelmingly sold on the sea of celebs—only 41% of respondents to a January Ad Age-Harris Poll listed celebs as their top casting choice, although 53% of Gen Z respondents are into the star power. Animals are the top choice, at 47% for all demos.
Also read: What Gen Zers want from Super Bowl ads
But the biggest celebrity to appear in the Super Bowl will, of course, be Taylor Swift, who is expected to make it to Allegiant Stadium in Las Vegas to cheer on beau Travis Kelce. Swift has been a ratings driver for the NFL this season, with the Kansas City Chiefs playoff game against the Buffalo Bills pulling 50.4 million people, a 10% increase versus the comparable playoff game a year earlier.
Also read: Inside the Taylor Swift effect on Super Bowl marketing
It’s expected that multiple brands will jump on the Swift bandwagon on social media, and some agencies and social media managers are preparing for what those moments could look like. And it remains to be seen whether Swift, herself, ends up appearing in any Super Bowl marketing from brands during the game.