How Do Celebrities End Up in Super Bowl Ads?

Analytics, negotiations and a strong backup plan are critical

Mashup of stars in Super Bowl ads
Considering how high the stakes are, Super Bowl advertisers sometimes turn to specialist firms to help find and secure the right talent. ChefBoyRG
Headshot of Minda Smiley

Each year, a host of celebrities take a break from their artistic endeavors to lend their talents to the likes of toothpaste, candy and potato chip brands, all in the name of football.

This story first appeared in the Jan. 27, 2020, issue of Adweek magazine. Click here to subscribe.
@Minda_Smiley Minda Smiley is an agencies reporter at Adweek.