Celebrities have long been the cornerstone of Super Bowl advertising, lending their star power to endorse products and capture the attention of viewers. From iconic faces gracing screens to memorable cameos, celebrities have carved out a significant presence in Super Bowl commercials.

However, amid the glittering allure of celebrity endorsements, a new contender has emerged: creators.

In recent years, brands have increasingly started leveraging creators for their annual Super Bowl advertising, leveraging their digital influence and authentic connections with audiences to reshape their campaigns. While celebrities continue to play a pivotal role in Super Bowl campaigns, the rise of creators signals a fundamental shift towards authenticity and relatability in advertising narratives.

Brands are increasingly recognizing the value of partnering with creators to forge genuine connections with consumers and navigate the evolving media landscape.

More than just talent for teasers

In the dynamic world of Super Bowl promotions, the pre-game, gametime and post-game phases are like chapters in an epic story.

In recent years, brands have begun to leverage creators for content to kickstart the excitement long before the game begins. It’s all about building hype and setting the stage for the big reveal. During the game, these creators continue to drum up chatter—sometimes even appearing alongside celebs in the in-game ads. But it doesn’t end there.

After the final whistle blows, brands have the opportunity to leverage creators and keep the conversation going—to share their thoughts and reactions and keep the excitement alive well beyond the game. Creators are not just collaborators; they’re storytellers, weaving a narrative that resonates with audiences on a relatable level, making Super Bowl promotions more than just ads. They become pop culture moments for social discussion that take on a life of their own.

CeraVe had arguably the absolute best build-up to its Super Bowl ad. The skincare brand had a clear teaser campaign where it engaged hundreds of creators on social media to speculate whether Michael Cera created CeraVe. It published a website, shared a bizarre promo video and sealed the deal with a Super Bowl ad that had Cera pitching this wild idea to a room full of dermatologists. It was (chef’s kiss) brilliant.