Rihanna wasn’t the only person putting in the “Work” for Super Bowl LVII. Several name brands like Dunkin’ Donuts, Jeep, Doritos, and T-Mobile premiered new advertisements during Sunday night’s football showdown, which reportedly brought in more than 100 million views — a sight for companies who shelled out $7 million for a 30 second-ad.
In an interview with WNEP, Mark Evans, the executive vice president of ad sales for Fox Sports, revealed companies dropped between $6 and $7 million for a 30-second spot during the Super Bowl. Some even crossed over the $7 million threshold.
Anheuser-Busch had the most commercials, totaling three minutes of airtime.
Keep in mind a commercial’s seven-figure price tag only accounts for its TV space. Companies still have to fork over hundreds of thousands of dollars for production and celebrity cameos.
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Marketing teams showed up and showed out this year. The thinking caps were on and companies leaned into trending topics (like TikTok products) and “it” celebrities.
From Jennifer Coolidge to Bennifer, here are the best Super Bowl commercials (and their celebrity guests) fans can’t stop talking about.
Miles Teller and wife Keleigh Sperry for Bud Light
Inarguably, 2022 was the year of Teller. The actor (and his chiseled body) made headlines following his acclaimed performance in Top Gun: Maverick. This year he and Sperry, whom fans may recognize from Taylor Swift’s “I Bet You Think About Me” music video, partnered with Bud Light, proving wait times are a lot more fun with a Bud in hand.
Jennifer Coolidge for e.l.f. Cosmetics
You’ve got to give it to e.l.f. Cosmetics. The makeup brand not only tapped Hollywood’s “it” girl, but brought Cooldige’s dolphin dreams to life. The White Lotus star revealed during award season that portraying a dolphin is on her list. In the commercial, Coolidge promotes the Power Grip Primer and praises how it makes her look like a “baby dolphin.”
Alicia Silverstone and Elisa Donovan for Raukten
Cher and Amber are back! Silverstone and Donovan reprised their ‘90s characters while starring in a Super Bowl ad for Raukten, the app that offers cash back on different shopping brands. Fashion designer Christian Siriano makes a cameo, too.
Ben Affleck and Jennifer Lopez for Dunkin’
Easily one of the most talked about commercials of Super Bowl LVII was Dunkin’s partnership with Bennifer. Affleck surprised customers as the drive-thru attendant at a Dunkin’ in his home state of Massachusetts. He got a surprise of his own when JLo rolled up to the window and asked him, “What are you doing here? Is this what you do when you say you go to work?” Her favorite Dunkin’ donut? Glazed.
John Travolta, Zach Braff, and Donald Faison for T-Mobile
In addition to a hilarious commercial starring Bradley Cooper and his mom, T-Mobile tapped Travolta, Braff, and Faison for a Grease-inspired commercial. The singing trio promoted T-Mobile’s home internet to the tune of “Summer Nights” from the 1978 rom-com.
Which was your favorite (or least favorite) 2023 Super Bowl commercial?
