With 30-second spots at this year’s game costing about $7 million, the Super Bowl has become a potent platform for brands—from promoting new products to forging connections with audiences and, in some cases, creating distance from controversy. Whether it was celeb takeovers or Big Tech and AI showing up, our Experience experts, Amy Chen, Jenna Isken and Kyle Telman, weigh in on the ads from Super Bowl LVIII.

CBS News | The best and worst Super Bowl commercials of 2024: Watch this year’s outlier ads

Axios | Big Tech sells AI during the Super Bowl

Marketing Dive | ‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues

Adweek | Brands talk a big game about diversity. Did Super Bowl 58’s ads follow through?

The Drum | Experts argue Temu’s Super Bowl campaign boosts recognition, but misses the relevance mark

Media Post | Brands’ Cautious Super Bowl Approach Reflects Wider Marketing Timidity