5 Startups Advertising in the Super Bowl This Year

Super Bowl LVII: Football, Halftime, and Advertising

The excitement of Super Bowl weekend is upon us, as the Philadelphia Eagles prepare to compete against the Kansas City Chiefs in New Orleans this Sunday evening.

While the football game itself draws a large audience, many viewers also anticipate the halftime show, and a significant number tune in specifically to watch the commercials.

A Diverse Advertising Lineup

This year’s advertising schedule features familiar brands commonly associated with the Super Bowl, including prominent beer companies such as Budweiser and Coors.

Alongside these established names, snack food brands like Doritos will also be present, and a selection of emerging startups will be showcasing their products.

Startups and the Super Bowl Investment

The decision for a startup, particularly one operating with constrained financial resources and relying on venture capital, to invest millions in a Super Bowl ad slot may appear unconventional.

However, this marketing strategy can, in certain instances, yield substantial returns.

Expert Insights on Super Bowl Advertising

Bernd Schmitt, a marketing professor at Columbia Business School, shared his perspective with TechCrunch prior to the previous Super Bowl.

He noted that while the Super Bowl provides access to a vast audience, its breadth can render it an inefficient marketing channel for numerous businesses.

Nevertheless, he emphasized the opportunity for a startup to demonstrate its capabilities and distinguish itself from competitors.

“It provides a significant achievement to highlight,” Schmitt explained. “Being able to state, ‘We advertised during the Super Bowl’ alters perceptions.

It projects an image of a substantial and credible organization.”

Startups Advertising During This Year’s Game

• Details regarding the specific startups advertising during this year’s game will be listed here.

Note: The list of startups will be updated as information becomes available.

Ramp

Saquon Barkley, the prominent running back for the Philadelphia Eagles, has expanded his involvement with the fintech company Ramp beyond simply being an investor. He is now featured as the central figure in Ramp’s inaugural Super Bowl advertisement.

The commercial, lasting 15 seconds, depicts Barkley overwhelmed by a large volume of expense reports. According to Eric Glyman, co-founder and CEO of Ramp, the entire process – from initial concept to final production – was completed within a remarkably swift seven-day timeframe.

Rapid Commercial Production

The speed of the ad’s creation is noteworthy. Glyman highlighted that the concept was developed, filmed, and finalized in just one week.

This quick turnaround demonstrates Ramp’s agility and ability to capitalize on opportunities, leveraging Barkley’s star power for maximum impact during the Super Bowl.

Barkley's Dual Role

Barkley’s participation extends beyond a typical celebrity endorsement. He is both a financial stakeholder in Ramp and the face of their national advertising campaign.

This dual role underscores his belief in the company’s mission and its potential within the fintech landscape.

• Key Figure: Saquon Barkley
• Company: Ramp (fintech startup)
• Event: Super Bowl commercial debut
• Production Time: 7 days

The advertisement aims to resonate with businesses and individuals frustrated by cumbersome expense management processes. It positions Ramp as a streamlined solution.

OpenAI

According to reports in The Wall Street Journal, OpenAI is preparing to launch its inaugural television commercial during the upcoming Super Bowl. Sources familiar with the matter have indicated this development.

Although specific details regarding the advertisement’s content remain limited, the decision aligns with the intensifying competition within the artificial intelligence landscape.

Super Bowl Advertising Strategy

This move by OpenAI follows a similar effort by competitor Anthropic last year. Anthropic aired a brief, five-second advertisement proclaiming “Claude is AI for all of us. Anthropic.”

However, Anthropic has opted not to participate in Super Bowl advertising this year, creating space for OpenAI to enter the arena.

The AI Race

The forthcoming OpenAI ad underscores the escalating rivalry for leadership in the field of AI. Companies are increasingly leveraging high-profile events like the Super Bowl to enhance brand recognition and showcase their technological advancements.

The advertisement is expected to contribute to OpenAI’s efforts to solidify its position as a key player in the rapidly evolving AI industry.

Hims & Hers

The telehealth provider, Hims & Hers, is set to debut its inaugural Super Bowl advertisement, and it is already generating significant discussion.

The 60-second commercial takes a critical stance against manufacturers of currently approved weight-loss medications, with some characterizing it as “provocative.”

Controversy and Scrutiny

It is important to acknowledge that Hims & Hers also markets its own alternatives to widely prescribed weight-loss drugs.

Currently, the company is under investigation by the FDA due to concerns regarding potentially “misleading patients.”

This investigation adds a layer of complexity to the reception of their Super Bowl ad campaign.

The ad's message is being viewed through the lens of the company’s own business practices and regulatory scrutiny.

The core issue revolves around the marketing of both approved drugs and their own versions.

This dual approach has drawn the attention of the Food and Drug Administration.

The FDA’s investigation centers on whether patients are being provided with accurate and transparent information.

The advertisement's timing, coinciding with the FDA inquiry, has amplified the debate surrounding Hims & Hers’ marketing strategies.

The company’s entry into the Super Bowl advertising arena is therefore marked by both opportunity and challenge.

The ad’s impact will likely be shaped by ongoing perceptions of the company’s integrity and compliance.

The commercial’s provocative nature is intended to capture attention, but it also invites closer examination of Hims & Hers’ operations.

Ultimately, the success of the ad will depend on how effectively the company navigates the scrutiny it currently faces.

Poppi

The prebiotic soda company, Poppi, is scheduled to broadcast its second commercial during the Super Bowl. This year’s advertisement, named “Soda Thoughts,” delves into the feelings of remorse individuals experience when considering consuming a soda, as reported by Adweek.

Featured in the commercial are prominent personalities including Alix Earle, Jake Shane, and Rob Rausch, all known from their appearances on Love Island USA.

Ad Campaign Focus

The core concept of the “Soda Thoughts” campaign centers around acknowledging the common internal debate people have before enjoying a sugary beverage.

Poppi aims to position itself as a guilt-free alternative with its prebiotic benefits.

Star Power and Reach

Leveraging the popularity of Earle, Shane, and Rausch is intended to broaden the ad’s appeal and resonance with a wider audience.

Their inclusion is a strategic move to connect with viewers who are familiar with their personalities and online presence.

Previous Super Bowl Appearance

This year’s commercial follows Poppi’s successful debut during last year’s Super Bowl, signaling continued investment in high-profile marketing events.

The brand clearly views the Super Bowl as a key platform for increasing brand awareness and driving sales.

Prebiotics are a key differentiator for Poppi, setting it apart from traditional soda brands.

Papaya Global

Papaya Global, a platform facilitating global workforce payments and backed by over $440 million in venture funding, is set to feature in the Super Bowl for a second time.

The company debuted a Super Bowl advertisement in 2024, which achieved 114 million views and resulted in a threefold increase in website traffic, as detailed in a company press release.

Focus of the 2025 Campaign

This year’s advertising campaign from Papaya Global centers on illustrating the inherent complexities involved in managing global payroll operations.

The advertisement aims to highlight the challenges businesses face when navigating international payment regulations and compliance requirements.

Note: This article has been revised to ensure the correct spelling of Bernd Schmitt’s name.

The success of their initial Super Bowl ad demonstrates the potential for significant brand awareness and website engagement through this high-profile event.

Papaya Global intends to build upon this momentum with their 2025 campaign.