MrBeast, Svedka, Ritz, and Grubhub are among the brands making headlines leading up to Super Bowl 60. A study from Platinum Rye Entertainment indicates that 80% of viewers plan to watch all commercials during the game, hoping to see well-known celebrities in entertaining ads. While some brands, like Liquid Death and TurboTax, are returning, others like Manscaped and Kinder Bueno are keeping their strategies under wraps. The cost of advertising continues to rise, exceeding $8 million for a 30-second spot, but car manufacturers are notably absent this year. Svedka will make history with a fully AI-generated ad, emphasizing the importance of human connection despite using technology. The campaign will feature a revived Fembot character and a new male counterpart, BroBot. This move comes amid a growing interest in AI-generated content in advertising, with experts emphasizing the necessity for transparency about its use. Meanwhile, MrBeast is poised to shake things up, having caught the attention of Salesforce’s CEO, who is interested in collaborating on a Super Bowl ad. Brands are also looking to reposition themselves. Ritz is likely to promote its new football-shaped cracker, while Grubhub plans to unveil a significant brand overhaul in its first Super Bowl ad. They aim to compete with established rivals like DoorDash and Uber Eats. Salesforce is aiming to align its messaging with the AI landscape, hoping to leverage the massive audience that tuned in last year, which reached 127.7 million viewers. The upcoming Super Bowl is shaping up to be a platform for both established and emerging brands to make bold statements.