The Seattle Seahawks and New England Patriots will compete in Super Bowl LX on Sunday.
Many advertisers are using comedy and celebrities to navigate the tense political climate.
Here is a roundup of the best ads we've seen, so far.
Although the Seattle Seahawks and New England Patriots will face off in Super Bowl LX, they're not the only ones competing on Sunday.
Super Bowl advertisers are also going head-to-head during the annual championship to vie for viewers' attention and, ultimately, their wallets.
"CMOs are under so much pressure," Kerry Benson, SVP of Kantar, told Business Insider. "They have to prove ROI in these ads."
The tense political climate has spurred many advertisers to play it safe, relying on comedy and celebrities. Others, though, took big swings. Hims & Hers highlighted healthcare inequality in an ad called "Rich People Live Longer," while William Shatner — aka "Will Shat" — appears in a cheeky Kellogg's Raisin Bran ad heralding fiber.
Here is a roundup of the best Super Bowl LX ads, so far.
Raisin Bran
Kellogg's hired actor William Shatner ("Will Shat") for a tongue-in-cheek Raisin Bran advertisement celebrating fiber.
Bud Light
In Bud Light's ad, singer Post Malone, former NFL player Peyton Manning, and comedian Shane Gillis are among a group of wedding guests who chase a beer keg down a steep hill.
Squarespace
Actor Emma Stone appeared distraught throughout Squarespace's noir Super Bowl ad because the domain name she wanted was unavailable.
Dove
Dove celebrated young girls in sports with a catchy, music-driven ad that heralded body positivity.
Pringles
Pop star Sabrina Carpenter went on the hunt for love in Pringle's Super Bowl ad, which showed her adventures with a boyfriend — dubbed "Pringleleo" — made out of chips.
Instacart
Actor Ben Stiller and singer Benson Boone donned flashy suits in an '80s-inspired performance for Instacart's Super Bowl ad. The pair sang and flipped across the stage, to varying degrees of success.
Fanatics Sportsbook
Kendall Jenner joked about the "Kardashian Curse" and betting against her former basketball player boyfriends in an ad for Fanatics Sportsbook.
Pepsi
Pepsi used the Super Bowl as an opportunity to mock its competitor, Coca-Cola, a brand known for its polar bear mascots. In the ad, one of Coca-Cola's polar bears spirals after participating in a blind taste test and chooses Pepsi as the winner.
Taika Waititi, who directed the ad, plays the polar bear's therapist.
He Gets Us
The Christian ad campaign "He Gets Us" encouraged viewers to reflect on the pressure to want more, whether that be material things, social media likes, money, or beauty treatments.
"The one that dies with the most toys, wins!" the ad says
Novartis
Novartis, a Swiss pharmaceutical company, tapped several NFL tight ends — including former Patriots player Rob Gronkowski — to promote prostate cancer screenings.
Xfinity
Xfinity leaned into audience nostalgia with an ad inspired by "Jurassic Park," in which computer systems have crashed and strong WiFi is needed to save the day.
Laura Dern, Sam Neill, and Jeff Goldblum all reprised their roles for the ad.
Bosch
Guy Fieri's larger-than-life personality and spiked bleached hair have made him a hit with audiences for over two decades, but he toned down his style in Bosch's new Super Bowl ad.
"I'm just a guy," Fieri says.
Redfin x Rocket Mortgage
Redfin and Rocket Mortgage focused on human connection and community-building rather than celebrities in their ad.
TurboTax
Actor Adrien Brody played a TurboTax expert in the company's ad, but, given his background in dramatic roles, struggled to find the right tone.
Uber Eats
Matthew McConaughey overstepped boundaries while trying to convince Bradley Cooper that the Super Bowl is just a ploy to sell food.
Oakley Meta
A Rolodex of athletes, and influencer iShowSpeed, showed off Oakley Meta Performance AI glasses while chasing thrills.
Amazon Alexa
Actor Chris Hemsworth is panicked when he discovers his wife, Elsa Pataky, using Alexa+ over fears the AI could one day try to kill them.
During the ad, Hemsworth shows all the absurd ways that could happen.
Claude
Anthropic used its Super Bowl ad to promote Claude, its AI assistant and large language model. However, the company didn't miss the opportunity to mock OpenAI and its new ChatGPT ad feature.
Hims & Hers
Hims & Hers' Super Bowl ad spotlighted healthcare inequality in America. The ad included a character that resembled Amazon billionaire Jeff Bezos.