Political Messaging Takes Center Stage in This Year’s Super Bowl Advertising

One of the most anticipated parts of Super Bowl Sunday isn’t just the championship game itself, but the high-profile commercials that fill the breaks between plays. This year, amid the typical product promotions, viewers will encounter an unprecedented number of political and cause-based advertisements competing for their attention.

With 30-second spots costing between $8 million and $10 million, the Super Bowl represents prime advertising real estate. But rather than exclusively selling products, many advertisers are selling ideas, values, and even political candidates.

“This year’s Super Bowl advertising landscape reflects America’s increasingly politicized environment,” says media analyst Jessica Henderson. “Brands and political groups recognize that the game’s massive viewership provides an unparalleled platform to reach Americans across demographics.”

Among the politically-charged advertisements, a pro-Trump nonprofit called Invest America has purchased airtime during the pre-game broadcast to promote the president’s new tax-free “Trump Accounts.” These accounts, established through the GOP’s One Big Beautiful Bill Act, are designed as tax-free savings vehicles for American children, with many accounts receiving a $1,000 federal government seed contribution. Children will be able to use these funds for education expenses or home down payments.

Treasury Secretary Scott Bessent previewed the advertisement last month, noting it would feature children discussing investment and appear “right after the national anthem.”

The Patriots’ owner Robert Kraft continues his anti-hate campaign through his nonprofit, the Blue Square Alliance (formerly the Foundation to Combat Antisemitism). The organization has purchased Super Bowl advertising spots since at least 2022. Last year’s advertisement featured celebrities including Snoop Dogg and Tom Brady. This year’s message focuses specifically on antisemitism among young people in educational settings and encourages supporters to post an image of a blank blue square to demonstrate solidarity against Jewish hate.

In Michigan, gubernatorial candidate Perry Johnson is running targeted advertisements in select Michigan markets encouraging viewers to boycott the official NFL halftime show featuring Bad Bunny. Johnson’s advertisement urges viewers to “change the channel during halftime to Turning Point’s ‘All American Halftime Show’ for some great American entertainment during America’s game.” Bad Bunny’s selection has proven controversial, with critics labeling the performer as anti-American.

Senate candidates are also capitalizing on the Super Bowl’s massive audience. In Maine, incumbent Republican Senator Susan Collins will benefit from a $5.5 million ad buy from One Nation, a nonprofit connected to the Senate Leadership Fund. The 30-second advertisement highlights Collins’ legislative efforts to ban “forever chemicals” linked to cancer.

In Texas, Democratic state senator James Talarico, who is challenging incumbent Republican U.S. Senator John Cornyn, has invested over $100,000 in a campaign advertisement focused on campaign finance reform and congressional ethics. “Millionaires don’t just influence politicians, they own them,” Talarico states in his advertisement, which pledges to ban unlimited campaign donations and prevent congressional stock trading.

The “He Gets Us” campaign, backed by the family behind Hobby Lobby, will return for another year with its pro-Christian message. Unlike previous advertisements that focused on social conflicts, this year’s ad reportedly addresses wealth, image insecurity, digital addiction, and fame—pressures many Americans face daily.

Media experts note that the increasing presence of political and cause-based advertisements during the Super Bowl reflects both the nation’s polarized climate and advertisers’ recognition that values-based messaging can resonate deeply with consumers.

“The Super Bowl has evolved from simply a platform to sell beer and cars to a cultural touchpoint where organizations of all types compete for Americans’ attention and allegiance,” notes consumer psychologist Dr. Marcus Williams. “Whether these messages will be effective amid the high-energy atmosphere of the game remains to be seen.”