How Do Celebrities End Up in Super Bowl Ads?

Analytics, negotiations and a strong backup plan are critical


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.

It’s the Super Bowl, where stars are paid millions of dollars by advertisers to help them capture the attention of the roughly 100 million people who are presumably just as interested in the ads as they are the game. Nabbing celebrities is a process that involves analytics, negotiations and—perhaps most importantly—a strong backup plan or two in case everything falls through.

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This story first appeared in the Jan. 27, 2020, issue of Adweek magazine. Click here to subscribe.