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The Safer Bowl: With tensions running high, Super Bowl advertisers avoid politics and play for laughs

In a charged political climate where even small missteps can spark a brand backlash, many of this year’s Super Bowl advertisers are sticking with the safest bet in the playbook: comedy and celebrities.

Much like last year’s Super Bowl, the vast majority of the big game ads released so far are playing it safe. Advertisers hope that A-list stars will be a shortcut to attention in the crowded field of commercials, and that humor will leave audiences feeling uplifted and warm toward their brand.

“In general, advertisers want to play it safe,” said Peter Daboll, head of North America at the creative testing platform DAIVID. “There’s a high anxiety level here in the US, and people are probably very afraid of triggering anything.”

Viewers aren’t in the mood to be preached to, he added, and even heartwarming ads that might have performed well in Super Bowls past could come across as too “syrupy” and fall flat.

Of the Super Bowl LX trailers and teasers the TV measurement platform iSpot has tested with its consumer panel so far, 63% triggered “funny” reactions from viewers. The highest “funny” score right now goes to Bud Light for its “Keg” ad, which features Shane Gillis, Post Malone, and Peyton Manning flailing down a hill in an attempt to catch up with a runaway beer keg.

Other ads hoping to raise a chuckle:

  • Andy Samberg stars as “Meal Diamond” for Hellmann’s, performing a “Sweet Caroline” parody in a deli to customers, including Elle Fanning.
  • Fanatics Sportsbook tapped a self-deprecating Kendall Jenner to mock the “Kardashian Curse,” the internet conspiracy that dating members of the family ruins an athlete’s game.
  • Instacart’s vintage-style ad features actor Ben Stiller and singer Benson Boone in a high-energy— and ultimately calamitous — musical performance about choosing the perfect banana.
  • Novartis is making itself the butt of Super Bowl joke ads, with NFL players telling viewers to “relax your tight end” and get a blood test for prostate cancer.
  • Comcast’s Xfinity reunites some of the original “Jurassic Park” cast to suggest that many of the famous dinosaur park’s problems could have been avoided with better WiFi.
  • Anthropic is taking a swipe at OpenAI over its decision to bring ads to ChatGPT.
  • Even the heartwarming story of a Budweiser Clydesdale horse helping a bald eagle learn how to fly ends with a joke about getting misty-eyed.

The cast of celebrities in the commercial breaks will range from Sabrina Carpenter for Pringles to Emma Stone for Squarespace and Guy Fieri for Bosch.

Mark Gross, cofounder of the ad agency Highdive, which has produced several Super Bowl campaigns over the years, said the Hollywood landscape had changed and that celebrities are now more open to appearing in commercials than in previous years.

“It’s the job of us at ad agencies and marketers to tell great, original stories that stand out without just hiring the celebrity first and expecting that to do the work for you,” he added.

Highdive worked on a Super Bowl commercial for Lay’s this year.

Money talks

There’s a lot at stake.

The Super Bowl remains one of the last mass-reach media advertising destinations. Last year’s Super Bowl averaged a record-high US audience of 127.7 million viewers, per Nielsen, the TV ratings company.

The average price for 30 seconds of airtime during Super Bowl LX was $8 million, with some spots selling for more than $10 million, according to this year’s big game broadcaster, NBCUniversal. Then there are the millions of dollars spent on talent fees, production, and media buys to amplify the ad after the game ends.

“CMOs are under so much pressure,” said Kerry Benson, SVP of creative strategy at the data and analytics company Kantar.

“They have to prove ROI in these ads,” she said, referring to return on investment.

The rewards can be handsome if brands play their Super Bowl strategies right.

In 2024, Kantar found that Super Bowl ads delivered an average return on investment of $8.60 for every $1 spent, making them 20 times more effective than regular TV ads. Benson said this reflects the size of the audience during the game and all the supporting activity and discussion around a Super Bowl campaign.

A different approach

Not every brand is adopting the comedy-and-celebrity playbook.

Rocket and Redfin’s ad amplifies the emotion with a stirring Lady Gaga cover of Mr. Rogers’ “Won’t You Be My Neighbor?” The spot leans into a moment of heightened division in many US communities, highlighting the importance of small acts of kindness and human connection.

Elsewhere, Hims & Hers’ “Rich People Live Longer” spot strikes a provocative tone about US healthcare inequality, featuring a couple of characters that resemble Jeff Bezos and the biohacker Bryan Johnson.

“When you are challenging a system that has been broken for generations, the work cannot feel familiar or safe,” said Hims & Hers chief design officer, Dan Kenger. “The creative has to feel disruptive because that’s what is needed to change the status quo of healthcare.”

Anselmo Ramos, creative chairman at the advertising agency GUT, is nostalgic for ads that didn’t lean on celebrity as a shortcut to success — Apple’s “1984,” Budweiser’s frogs, the Geico caveman, and the E-Trade baby. He’s also hoping to see more bold, anthemic spots in the sea of comedic commercials.

“I’m missing executions with a brand purpose, with a clear point of view,” Ramos said. “We need them more than ever.”

This story has been updated with additional information.




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Chipotle’s new PAC signals a change in how the company engages in politics

Chipotle Mexican Grill has filed paperwork to form a political action committee, marking a shift in how the burrito chain engages in US politics.

The filing, a Statement of Organization submitted to the Federal Election Commission early this month, establishes a corporate PAC, a vehicle that allows companies to collect voluntary political donations from employees and executives and give that money to federal candidates.

Two corporate governance and political campaign finance experts said that, for a consumer-facing brand that has previously kept its distance from direct campaign giving, the move signals a more formal and proactive approach to federal politics — just as the 2026 midterm elections are heating up.

The decision also represents a departure from Chipotle’s prior stance. In versions of its Government Affairs Engagement Policy dating from 2021 and 2024, the company said it did not operate a PAC, though it noted that it could form one in the future.

“As Congress debates critical issues in 2026, the PAC is a meaningful way to give our 130,000 employees a voice in the political process that impacts their lives, communities, and our business, on a day-to-day basis,” Laurie Schalow, Chipotle’s Chief Corporate Affairs Officer, told Business Insider.

Why now?

The timing of Chipotle’s move is notable. The 2026 midterm elections are expected to be exceptionally competitive, in part because several states have undertaken mid-decade redistricting — a move that can make races more unpredictable and more expensive.

“When elections are heavily contested, they tend to cost more money,” Ciara Torres-Spelliscy, a professor of law at Stetson University College of Law and a Brennan Center fellow, told Business Insider. “Candidates for Congress are subject to hard money limits, so they may want money from corporate PACs to run their campaigns.”

Corporate PACs can also serve longer-term strategic goals. Companies may give to lawmakers with influence over issues that affect their business, or to candidates they believe will appoint regulators aligned with their interests.

“Rather than just lobbying, a PAC allows a company to directly influence the election of officials, ensuring that legislators understand the company’s specific business interests,” Anat Alon-Beck, an assistant professor at Case Western Reserve University School of Law, whose research focuses on corporate law and governance, said.

While corporate PACs are common across many sectors, restaurants have historically been smaller players in federal campaign finance. Trade groups like the National Beer Wholesalers Association and companies like American Crystal Sugar have been among the more active PACs in the food and drink space, but restaurant brands themselves have not ranked among the top corporate PAC spenders.

That context makes Chipotle’s filing less about joining a dominant political force and more about signaling a shift in posture.

By forming a PAC, Chipotle’s strategy is a more direct and structured way to engage with federal candidates at a moment when control of Congress is likely to be up for grabs. What remains to be seen is how active the PAC will become — and which candidates it ultimately supports.

Some clues can be found in Chipotle’s previous government affairs contribution reports, which outline the company’s contributions to political organizations and in support of state and local ballot measures.

In 2023 and 2024, Chipotle as a company gave $50,000 each to both the Democratic and Republican Governors Associations and $25,000 to the Democratic Mayors Association. It also made annual contributions of $150,000 to the National Restaurant Association, in addition to $625,000 in 2024 and $408,000 in 2023 to Save Local Restaurants, a coalition led by the National Restaurant Association to lobby for pro-restaurant legislation.

The National Restaurant Association has its own PAC that has historically donated primarily to Republican candidates, according to OpenSecrets data.

How corporate PACs work

Corporate PACs — formally known under federal law as “separate segregated funds” — exist because corporations are barred from donating money from their own treasuries directly to federal candidates.

“That ban comes from the Tillman Act of 1907,” Torres-Spelliscy said. “To avoid that ban, corporations ask people who are associated with the company, typically executives, to donate up to $5,000 to the corporate PAC.”

Those funds can then be donated directly to candidates within federal contribution limits — $5,000 per candidate per election if the PAC contributes to at least five candidates, or a maximum of $3,500 if the PAC supports fewer than five candidates.

One advantage of corporate PACs, Torres-Spelliscy said, is transparency. “Everyone who donates knows that the money is going into politics,” she said. “And the public can see who has given to the corporate PAC and who the corporate PAC has donated money to.”

Since 2010, corporations have also been able to spend money through Super PACs, which can accept unlimited funds — including corporate treasury money — as long as they operate independently of candidates. Creating a Super PAC requires a separate filing with the FEC, which Chipotle had not submitted at the time of publication.

“The catch is a Super PAC spends money independently of a candidate,” Torres-Spelliscy said.

That independence can be a drawback for companies that want a more direct relationship with lawmakers. While Super PACs allow for far larger sums, they can’t coordinate with campaigns or give directly to candidates.

In practice, the biggest corporate donors to Super PACs in recent election cycles have come from industries like cryptocurrency and fossil fuels — not restaurants or food companies, according to data from OpenSecrets.

“A corporation may still want to have a corporate PAC if it wants to make donations directly to federal candidates,” Torres-Spelliscy said.




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