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What would you do with $8,000,000? Buy an island? A fleet of luxury cars? Or maybe—just maybe—secure a 30-second commercial during Super Bowl LIX?

That’s exactly what a lineup of brands is doing, shelling out a record-breaking $8 million per spot to reach the massive audience tuning in for football’s biggest night. With Super Bowl LIX sold out, FOX is cashing in on historic ad rates, proving once again that the Super Bowl isn’t just a game—it’s the Olympics of advertising.

The Playbook: Celebrities, Nostalgia, and Humor

As has become the norm, many brands are dropping their ads early to maximize buzz and rack up extra impressions before kickoff. This year, the dominant themes are celebrities, nostalgia, and humor—some executed brilliantly, others… well, let’s just say they’ll be regretting that $8 million price tag.

Favorite: Bud Light – “Lame Party” with Post Malone, Peyton Manning & Shane Gillis

Let’s be honest—I haven’t been a fan of Bud Light’s marketing choices lately. They walked away from a winning formula for no good reason, and the backlash was predictable. But this year? They got it right.

Their Super Bowl LIX ad is a return to the strategy that made Bud Light a powerhouse: lighthearted, relatable, and authentically funny. Post Malone, Peyton Manning, and Shane Gillis bring effortless charm, and more importantly, the ad stays focused on the brand, not just the celebrities.

It’s refreshing. It’s fun. And, finally, it feels like Bud Light is playing to win again.

Least Favorite: Uber Eats – “Matthew McConaughey as Mike Ditka”

Uber Eats had a solid idea—channeling Mike Ditka’s legendary persona for a humorous take on forgetfulness. But the execution? Fumble.

Matthew McConaughey takes over the ad, and instead of amplifying the concept, it becomes more about him than the brand. A Super Bowl ad should make people remember your product, not just the A-list face attached to it. This one misses the mark.

Best in Show: Budweiser – “First Delivery” (Clydesdales Return!)

Some things never go out of style—like Budweiser’s Clydesdales delivering a heartwarming, cinematic masterpiece. “First Delivery” is everything a great Super Bowl ad should be:

Stunning cinematography
A story that tugs at the heartstrings
Deeply connected to the brand’s heritage

This is classic Budweiser, and it will resonate across generations. No gimmicks, no forced humor—just pure, powerful storytelling.

Final Thoughts

Super Bowl ads are a high-stakes game—some brands will leave the field as champions, others will wonder how they burned through $8 million so quickly. Budweiser looks poised to take the crown this year, but as always, the real winners will be the viewers who get to enjoy the show.