Super Bowl LX will have several firsts in music and ads

While the matchup between the New England Patriots and Seattle Seahawks is the main Super Bowl LX spectacle in Santa Clara this Sunday, ads and music performances are a big part of it, too.

This year will see commercials on AI and GLP-1 drugs. The event will also see celebrities appearing in some commercials. Companies are spending upwards of $10 million for 30-second slots to capture the attention of over 100 million viewers. A record 127.7 million US viewers watched the 2025 game.

George Clooney makes his big-game debut for food delivery giant GrubHub while Ben Affleck returns to his Boston roots for Dunkin’.

Uber Eats will feature a duo of Matthew McConaughey and Bradley Cooper, and Hellmann’s Mayonnaise got comedian Andy Samberg to sing in their commercial.

Google, Amazon, and Meta are also running their commercials to advertise their AI tech.

And health companies don’t want to be left behind. While actor Kenan Thompson will star in Novo Nordisk’s first-ever Super Bowl ad promoting the Wegovy weight-loss pill, Serena Williams will tout GLP-1 options from telehealth company Ro.

On the entertainment side
It’s not a Super Bowl without high-octane performances, and this year, Puerto Rican superstar Bad Bunny will become the first artist to headline the halftime show entirely in Spanish. He arrives fresh off a historic Grammy win.

The opening performance will be by Green Day, and Charlie Puth will deliver the national anthem.

Conservative critics, including President Donald Trump, voiced opposition to a non-English headliner. It led Turning Point USA to create an alternative “All-American Halftime Show” featuring artists like Kid Rock and Brantley Gilbert.

Super Bowl LX is set to kick off at 6:30 p.m. ET on Sunday and can be viewed on NBC, Peacock, and NFL+.