Super Bowl weekend is finally here, with the Philadelphia Eagles set to face the Kansas City Chiefs in New Orleans on Sunday evening. While some tune in for the game and others for the halftime show, many eagerly anticipate the high-profile ads that air during the event.
Big brands like Budweiser, Coors, and Doritos dominate the advertising slots, but this year, several startups are stepping into the spotlight. Investing in a Super Bowl ad may seem bold for startups with limited cash flow, but the strategy can sometimes pay off significantly.
Marketing expert Bernard Schmitt from Columbia Business School previously highlighted the pros and cons of Super Bowl advertising for startups. While the broad audience may not always translate into direct sales, the exposure can elevate a brand’s status and credibility.
“It gives you bragging rights,” Schmitt explained. “Being able to say, ‘We had an ad in the Super Bowl’ can change how a company is perceived. It makes them look like a serious player in the industry.”
Startups making their Super Bowl ad debut
Here are five startups making their Super Bowl advertising debut this year:
Ramp
Philadelphia Eagles’ running back Saquon Barkley isn’t just a star on the field—he’s also an investor in fintech startup Ramp. He’s the face of the company’s first-ever Super Bowl ad this year. The 15-second spot, which features Barkley buried under a pile of expense reports, was created in just seven days, according to Ramp co-founder and CEO Eric Glyman.
OpenAI
Tech giant OpenAI is set to air its first-ever television ad during this year’s Super Bowl. According to The Wall Street Journal, details about the ad remain scarce, but this move signals OpenAI’s intent to cement its place in the growing AI industry. Last year, rival AI company Anthropic ran a five-second ad but has opted out this year.
Hims & Hers
Telehealth startup Hims & Hers is running its first Super Bowl commercial, and it’s already making waves. The 60-second ad aims at major pharmaceutical companies that produce weight-loss drugs. However, the ad is controversial, as Hims & Hers sells its generic versions of popular prescription weight-loss medications. The company is currently under investigation by the FDA for allegedly misleading patients.
Poppi
Prebiotic soda brand Poppi is back with its second Super Bowl ad. The commercial “Soda Thoughts” explores people’s guilt about drinking traditional sodas. According to Adweek, social media influencers Alix Earle, Jake Shane, and Rob Rausch from Love Island USA star in the campaign.
Papaya Global
Payroll automation platform Papaya Global, which has raised over US$440 million in venture capital, is returning to the Super Bowl advertising scene. The company’s 2024 ad attracted 114 million views and tripled its website traffic. This year, its ad will highlight the complexity of managing global payroll systems.
With millions of viewers watching the Super Bowl, these startups are seizing the opportunity to boost brand awareness and gain recognition on one of the biggest advertising stages in the world.
