After last year’s iteration broke the record for most-watched telecast ever, public anticipation for Super Bowl LX has grown intensely, with ad spot inventory selling out less than six months before the Big Game. Historically, alcoholic brands have had a stronghold with their iconic campaigns, but wellness-focused brands are gearing up to showcase new ads, ranging from Raisin Bran to hydration start-ups such as Liquid I.V. and Pepsi-backed Poppi. Exhibited by the growth of the functional beverage category, alcoholic drink giants are seeing the shift and leaning on effective brand hallmarks to stay above the competition. As the live event’s top advertiser, Anheuser-Busch will be debuting three distinct ads for its flagship brands, including the comedic Bud Light spot and the fan-favorite Budweiser campaign that features a real-life Clydesdale foal. Banking on the success of its pickleball-themed commercial starring Catherine O’Hara and Willem Dafoe, Michelob ULTRA is promoting its Winter Olympics partnership with Team USA by highlighting the rush of winter sports alongside the US’s fastest-growing beer brand. For global giant Diageo, the focus is on live, experiential events and collaborations, including exclusive Smirnoff merch and culturally relevant events to tap wider audiences.

As continued polarization creates greater social divides, even pop culture and advertising are navigating the tenuous landscape of political affiliations and cultural tensions. From the American Eagle debacle, backlash against e.l.f. Comestics, and even the Bud Light boycott, outrage culture has also permeated advertising, creating extensive conversations online while also harming brand reputations in the long run. Illuminated by Canvas8’s 2025 Insights Behind the Ads, brands continue to focus on comedic situations, occasionally featuring A-list celebrities, to deliver resonant stories amid fragmented landscapes. Increased gamification and fan engagement are also being utilized, both in social and IRL events, in order to bring sports aficionados closer to brands. To cater to discerning shoppers, brands have the opportunity to lean on esteemed iconography to cut through the noise while instilling trust among viewers. Through social-first campaigns, brands such as CeraVe and Doritos are leaning on universal humor and fan engagement, hijacking special moments and achieving virality.