NEW YORK (AP) — As Super Bowl Sunday approaches, the battle off the field for advertisers to win over 120 million-plus viewers will be just as heated as the rivalry between the New England Patriots and Seattle Seahawks.

Dozens of advertisers are pulling out all the stops for Super Bowl 60, airing Sunday on NBC. They’re hoping that audiences tuning in will remember their brand names as they stuff their ads with celebrities ranging from Kendall Jenner (Fanatics Sportsbook) to George Clooney (Grubhub), tried-and-true ad icons like the Budweiser Clydesdales, and nostalgia for well-known movie properties such as “Jurassic Park” (Comcast Xfinity).

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Each year Super Bowl ads offer a snapshot of the American mood — as well as which industries are flush with cash that particular year: from the “Dot-Com Bowl” of 2000 to the “Crypto Bowl” of 2022.

This year’s trends include health and telehealth companies advertising weight loss drugs and medical tests, tech companies showing off their latest gadgets and apps and advertisers showcasing AI in their ads.

Villanova University marketing professor Charles Taylor said because of the heavy headlines in the news lately — from the immigration enforcement surge in Minnesota to conflicts abroad — he expects advertisers to stick to a light and silly tone.

“Because of the Super Bowl’s status as a pop culture event with a fun party atmosphere, the vast majority of brands will avoid any dark or divisive tone and instead allow consumers to escape from thinking about these troubled times,” he said.

Record-breaking prices

Advertisers flock to the Super Bowl each year because so many people watch the big game. In 2025, a record 127.7 million U.S. viewers watched the game across television and streaming platforms.

Demand is higher than ever, since live sporting events are one of the few remaining places in the fractured media landscape where advertisers can reach a large audience. NBC sold out of ad space in September.

Space sold for an average of $8 million per 30-second unit, but a handful of spots sold for $10 million-plus, a record, said Peter Lazarus, executive vice president, sports & Olympics, advertising and partnerships for NBCUniversal. He said he was calling February, with the Super Bowl, Olympics and the NBA All-Star Game, “legendary February.”

Lazarus said 40% of advertisers bought across all of NBC’s major sports properties, and 70% of Super Bowl advertisers bought the Olympics as well.

Celebrities galore

Featuring celebrities is a tried-and-true way advertisers can get goodwill from viewers. This year, Fanatics Sportsbook enlists Kendall Jenner to talk about the “Kardashian Kurse,” in which bad things happen to basketball players she dates.

George Clooney appears in a Grubhub add to promote a deal that the delivery app offers to “Eat the Fees” on orders of $50 or more.

Several ads feature more than one celebrity or sports star. Michelob Ultra shows Kurt Russell training actor Lewis Pullman, as Olympic snowboarder Chloe Kim and hockey player T.J. Oshie watch on a ski slope.

Xfinity reunites Sam Neill, Laura Dern and Jeff Goldblum in a tongue-in-cheek reimagining of “Jurassic Park” that shows an Xfinity tech bringing power back to the island so nothing goes awry.

And Uber Eats enlists Matthew McConaughey for the second year in a row to convince celebrities — this year it is Bradley Cooper and Parker Posey — that football is a conspiracy to make people hungry so they order food.

AI takes the stage

For the second year in a row, AI is making waves in Super Bowl ads.

Oakley Meta touts their AI-enabled glasses in two action-packed spots showing Spike Lee, Marshawn Lynch and others using the glasses to film video and answer questions.

Wix debuted an ad for Wix Harmony that features its web design software that uses AI tools. Wix is also airing an add for Base44, an AI app builder. And OpenAI will advertise during the game with a yet-to-be revealed ad.

Svedka Vodka enlisted Silverside AI, an AI studio, to help create their ad, which features their robot mascot FemBot along with a male counterpart, BroBot. They took that approach because of Svedka’s positioning as the “vodka of the future,” said Sara Saunders, chief marketing officer at Sazerac, which bought the Svedka brand in 2025.

“We reimagined the robot via AI,” Saunders said. “It took us many, many months to rebuild her, to give her functionality, to give her that human spirit that we wanted to show up on behalf of the brand.”

Health and telehealth

Health and telehealth providers are everywhere during Super Bowl 60. Two pharma companies are advertising tests: Novartis touts a blood test to screen for prostate cancer with the tagline “Relax your tight end,” featuring football tight ends relaxing. Boehringer Ingelheim’s ad stars Octavia Spencer and Sofia Vergara, who encourage people to screen for kidney disease.

Liquid I.V., which makes an electrolyte drink mix, has teased an ad about staying hydrated.

Telehealth firm Ro is using Serena Williams in their ad for GLP-1 weigh loss drugs. Novo Nordisk, which makes Wegovy and Ozempic, has teased that it will have a spot as well.

Hims & Hers — another company that offers GLP-1 weight loss drugs — has an ad that says the company gives people better access to health care that usually only rich people get.

“You could call this the GLP-1 Super Bowl,” said Tim Calkins, a clinical professor of marketing at Northwestern University. “Often you don’t see a lot from pharmaceutical companies on the Super Bowl, but this year we’re going to see quite a few showing up.”

Tried-and-true themes

Some advertisers are sticking to the tried and true. Budweiser’s heartwarming ad shows a Clydesdale foal growing up with a bald eagle to the tune of Lynyrd Skynyrd’s “Free Bird.” The ad celebrates Budweiser’s 150th anniversary.

And Pepsi tries to reignite the Cola wars with their ad showing polar bears — Coca-Cola’s famous mascots — picking Pepsi Zero Sugar over Coke Zero in a blind taste test. The ad ends with the bears being caught on a “kiss cam.”

Surprises

While the majority of Super Bowl advertisers release their ad early to try to capitalize on buzz, some hold back until game day to reveal their ad.

Pepsi-owned soft drink Poppi teased that pop star Charli XCX and actress Rachel Sennott will star in their ad.

Ben Affleck is back in an ad for Dunkin’ Donuts. A teaser spot showed him with ’90s sitcom legends Jennifer Aniston and Matt LeBlanc of “Friends” and Jason Alexander from “Seinfeld.”

And there are fewer car advertisers this year, but Cadillac is hinting that it will show off its new Formula 1 car in an ad.