Celebrity-packed Super Bowl ads are nothing new, but lately, brands aren’t just casting stars; they’re casting ensembles. From dueling personalities to playful doubles and cross-category mashups, advertisers are betting that more famous faces mean more impact. But does doubling the star power actually move the needle for brands, or does it just give viewers more people to remember and less brand to recall? Using Vista Grande’s Ameritest Creative Testing, we can measure both post-game and real-world results, and take a closer look at when celebrity pairings pay off and when they quietly fumble.
When celebrities team up, do Super Bowl advertisers win?
Last year started a trend when advertisers doubled down with celebrities, often featuring celebrity pairings or ensembles. But when brands double the star-power, do they double the impact? Here’s a look at a few ads featuring celebrities two-by-two from 2025, to see if the more led to the money-er.
The celebrity pair cruising to awareness
Drew Barrymore and Orlando Bloom engaged in friendly American-versus-European one-upmanship for MSC Cruises. Barrymore and Bloom introduced MSC Cruises by demonstrating the wide range of available experiences. This dual perspective of the same brand was highly effective. Research conducted after last year’s game by Vista Grande’s Ameritest team showed that the entertaining interaction, focused on the brand, improved MSC Aided Awareness from 23% before the Super Bowl to 36% after the star-studded duo’s commercial aired. First down.
A rivalry that goes overboard
Bosch produced an ad in which Antonio Banderas got into a heated rivalry with Randy “Macho Man” Savage. However, Randy Savage passed away in 2011, and Bosch intended this ad to be a tribute with Savage being played by an uncredited actor. Rather than uniting the brand across wide-ranging offerings, the ad split the star power between two different product lines. Dueling spokespeople, with clashing personalities, delivering contrasting messages about their respective products, muddled brand communication. Viewers left the ad remembering the actors and the audacious table-dive, but the Bosch brand was relegated to the sidelines. As a result, there was no significant impact on awareness or consideration in the week after the Super Bowl. Fumble.
Sibling revelry
The famous Stella Artois ad featured David Beckham learning about and then seeking out his twin brother, “Other David,” played by Matt Damon. This ad was able to balance the humor of the two Davids coming together while featuring the brand in key moments. The ad opens on Stella Artois being poured in the bar where Beckham’s parents bend his ear and reveal his sibling. This draws attention to the brand’s presence when Stella Artois is the impetus for David recognizing Other David as a true sibling. The result for Stella was a 13% awareness boost – no small feat in a crowded field of six competing beer advertisers. Touchdown.
What to look for in 2026
So what can we expect this year? Keep your eyes out for these new trends in celebrity advertising:
· Cross-pollination: From sequels like the ongoing Bud Light series with Peyton Manning, Post Malone, and Shane Gillis to new the action-packed offering from Oikos featuring Kathryn Hahn and Patrick Henry, to Meta and Oakley leaning on Marshawn Lynch, Sky Brown, and Spike Lee, advertisers are pulling together stars from stage, screen, and sports. Will these ads appeal across an audience that ranges from football stalwarts to those who watch but once a year?
· Interactivision: Kendall Jenner is picking a winner for Sportsbook Fanatic, and after midnight on January 28th, you can bet with her or against her. Or, visit Gopuff and enter to have the Skittles Super Bowl ad, starring Elija Wood (remember him?) delivered to your house. In these cases, celebrities are seeking more than attention; they’re looking for your involvement.
· Showing off: From Lady Gaga and EJAE singing for their sponsors, to sketch comedy gold from Andy Samberg, Ben Still, Danny Mc Bride, and Keegan-Michael Key, to Yorgos Lanthimos taking the directorial reigns with his muse, Emma Stone, celebrities are showing up to show off what their best at. Keep an eye out for these talent shows – do they bring the brand into the spotlight with them?
Highlights of the study
As brands gear up for Super Bowl 2026, the takeaway is clear: star power alone isn’t a strategy. The ads that win aren’t just entertaining, they’re built to work for the brand. At Vista Grande, our Ameritest Creative Testing goes beyond who shows up on screen to understand what actually sticks, sells, and scales. If you want to know whether your next big creative swing is driving real impact, or just buzz, let’s measure it.
Interested in learning more about Ameritest Creative Testing?
Book a demo with Vista Grande to turn Super Bowl moments into brand momentum with less guessing and more growing.
