MrBeast, Svedka, Ritz, Grubhub and More Early Super Bowl Trends

AI plots a Big Game play

A topsy turvy NFL season is over, wildcard weekend is coming and the odds favor the Seattle Seahawks to win Super Bowl 60. But it’s far too early to count out Los Angeles. Go Rams! One thing is sure, per a Platinum Rye Entertainment study called Super Poll: 80 percent of the audience on Feb. 8 will be watching every commercial in the game. They hope to see celebrities like Taylor Swift, Dwayne “The Rock” Johnson and Beyonce in “hilarious” ads that use their favorite tunes as soundtracks. Those fans may or may not be disappointed.

Creative details are scant at this point, with returning advertisers like Liquid Death and TurboTax and newbies such as Manscaped and Kinder Bueno keeping their concepts under wraps. As prices soar past $8 million for 30 seconds, car makers remain largely AWOL from the Big Game, and there will be no sequel to the brilliant “Case of the Mondays” sloth fest from Coors Light. Fret not, though, because soda, snacks and Jesus will be well represented.

Looking at the early brand announcements, here are some trends shaping up for the de facto national holiday:

AI-AI-Oh

Sazerac’s Svedka is the only marketer, so far, to disclose plans for a fully AI-generated ad, which will be a first for the Super Bowl. But brand leaders have taken pains to emphasize the human involvement in their ongoing revival of the saucy Fembot star, now joined by a male character called BroBot. The spot’s message, too, will emphasize human connection. All eyes will be on this effort, much as they were on Coca-Cola’s holiday campaign from the same producer, Silverside AI (critics predictably pounced). Note to others who may tread on this territory: Transparency is key. On the flip side, can viewers expect to see some overt jabs at the technology, along with a return to careful craft and meticulous effects? Prediction: All the above.

The Creatorverse Expands

MrBeast has a killer idea for a Super Bowl commercial, according to a post from the wildly successful influencer-entrepreneur. Salesforce CEO Marc Benioff is intrigued and, sight unseen, said on X that he’s willing to put the brand’s game day ad in Jimmy Donaldson’s hands. If it happens, it won’t be the only creator or fan-driven marketing around the event. Execs at Hellmann’s mayo said their comedic entry will highlight product loyalists, while Dove will continue its collaboration with podcaster Kylie Kelce to support its Big Game spot. Svedka, partnering with actor-singer Victoria Justice for social activations, will drop dance moves from a consumer contest into its AI ad. PRE’s study found that 72 percent of viewers want to see more fan-generated work. Apparently, brands are listening.

I’ve been sitting on an amazing Super Bowl commercial idea for years. I know it’s random but someone please let me make your brand’s Super Bowl commercial so I can finally make this idea happen 🙏🏻

— MrBeast (@MrBeast) December 29, 2025

New Year, New You

Is there a better time—with more captive eyeballs—to reintroduce a brand to the masses? Depends on the execution, for starters. Without tipping their hands on content, several sponsors are promising a creative shift or a brand remodel. Among them: grocery staple Ritz, possibly touting its recently launched football-shaped cracker, and Grubhub, battling larger rivals and Super Bowl vets DoorDash, Uber Eats and Instacart. Grubhub’s brass said their first Big Game ad will unveil a “renewed investment” and “massive brand refocus.” Salesforce is also repositioning itself for the AI world, per Benioff, perhaps looking to make a splash on a live TV event that drew a record 127.7 million viewers last year. Your move, MrBeast.

Things are about to get salty 2.8.26 👀🏈 pic.twitter.com/2v5z6XZqp2

— RITZ Crackers (@Ritzcrackers) November 19, 2025