For decades, Super Bowl commercials have been more than marketing. They’ve launched careers, sparked catchphrases, and cemented themselves as moments remembered in pop culture long after the final whistle.<\/p>\n
With this year’s Super Bowl set to be played at Levi’s Stadium, the Bay Area will be prominently featured, including in one high-profile ad already drawing attention.<\/p>\n
An Oikos commercial, shot in downtown San Francisco in mid-October, is scheduled to premiere during the game on the Peacock streaming platform.<\/p>\n
The buzz comes as the annual show, “Super Bowl’s Greatest Commercials,” marks its 25th anniversary this year, celebrating the ads that have made audiences both laugh and cry for years.<\/p>\n
“We’re very close to the Super Bowl, and you are celebrating not just the game, but the commercials during the game,” reporter Loureen Ayyoub said during a recent interview.<\/p>\n
“Of course, listen, the Super Bowl is the greatest show on Earth,” co-host Nate Burleson said. “But wrapped in a nice little gift, I guess you could say, the wrapping of that gift, is the Super Bowl commercials.”<\/p>\n
Super Bowl advertising slots now cost millions of dollars. According to ad agency Bray & Co., recent industry estimates put the average price for a 30-second commercial around $8 million.<\/p>\n
Brands continue to go all out, knowing the commercials draw nearly as much attention as the game itself.<\/p>\n
“There’s a poll that came out that says 48 percent of people who watch the Super Bowl watch it for the commercials, the halftime commercials, which says a lot,” co-host Daniela Ruah said.<\/p>\n
From classic spots like the unforgettable “Whassup?!” campaign to newer takes like Instacart’s ad with Ben Stiller, even the commercials themselves build their own buzz ahead of kickoff.<\/p>\n
The annual special, “Super Bowl’s Greatest Commercials,” takes viewers on a nostalgic tour through the most memorable moments in Super Bowl advertising history.<\/p>\n
“Nate and I have narrowed it down to 10 commercials \u2014 our 10 favorites,” Ruah said. “And then people get to use a little QR code that’ll show up on their screen, and they get to vote for their favorite. And then at the end, we’ll see who wins.”<\/p>\n
In a year many have described as especially heavy, Burleson says the commercials offer more than brand messaging.<\/p>\n
“It allows us to sit back and relax and enjoy humor,” Burleson said. “And to be honest, we need it.”<\/p>\n
“Super Bowl’s Greatest Commercials” airs on Monday, February 2, broadcasting on CBS and streaming on Paramount+.<\/p>\n