More than 40% of commercials shown during the 2023 Super Bowl game featured multiple celebrities, a nearly sixfold increase from 2010. 2024’s game was no different. Many star-studded commercials featured celebrities, including a Michelob Ultra spot featuring Lionel Messi, Jason Sudeikis, and Dan Marino, and a BetMGM ad starring Tom Brady, Vince Vaughn, and Wayne Gretzky.

Brands are leaning more on celebrities because there is “so much pressure to break out,” said one branding strategist. Celebrities help advertisers get noticed and help them tap into the buzz on social media, “because people will share that sort of thing more than they will share a product story,” the strategist added.

Celebrity-free Super Bowl ads have now become a rarity: They accounted for less than a third of all commercials shown during the game in recent years. There is a downside to the approach. “There are so many celebrities appearing during the game, and it is really hard to tie the celebrity to the brand,” said the branding expert. “It’s celebrity soup.”

Possible Preaching Angle:

The Bible encourages Christians to be discerning and to think critically. So, when faced with celebrity endorsements, it's important to evaluate the claims made and to consider the motivations behind the endorsement. Christians should not blindly accept everything they see or hear, but should use their discernment to make informed decisions.