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This year, Super Bowl 59 broke records as the most-watched game ever. 127.7 million people tuned in to watch the Philadelphia Eagles go head-to-head with the Kansas City Chiefs. The game was a win for football lovers, Eagles fans, and of course, those who tune in for the Super Bowl Commercials. The typical A-listers graced viewers with their presence – Harrison Ford in his heartfelt all-American Jeep ad, Glen Powell in an ad for Ram Trucks, and Drew Barrymore and Orlando Bloom in an MSC Cruises ad, amongst many more.
However, some companies are turning away from A-listers and bringing in content creators to promote their messages. Notably, Gen Z influencers dominated the commercial ad space, connecting with audiences on a new level. From iconic creator cameos to genius influencer marketing, this year’s Super Bowl Commercials were some for the books.
Creator Cameos on the Silver Screen
Influencers dominated the Super Bowl’s ad space – notably, Alix Earle, Jake Shane, and Love Island USA’s Rob Rausch appear together in a Poppi commercial. Jake, in the back of a convertible, delivers the hilarious line, “It’s a drive-through, not a confession booth”, as a co-star decides which soda to drink. He chooses for her: Poppi, of course!
Beauty and lifestyle creator Alix Earle is featured lounging in the pool, drinking a Poppi in the warm summer sun. Wearing his signature overalls, Love Island USA’s Rob Rausch makes a personalized Poppi delivery, appearing at a co-star’s door with a variety of soda flavors.
Alix Earle made another appearance in a Carl’s Jr. burger ad that some are calling “racy” and a “throwback to the bikini model era”. The burger chain gave away free burgers the day after the Super Bowl, specifically promoting their Hangover Burger. She says, “I’ve got just what you need to cure that post-party bug”, especially since “everyone’s going to be a hot mess” (referencing the name of her popular podcast).
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Clearly, it means a lot for these influencers to be featured in the commercials of the biggest game of the year. Alix posted a cute video of her reacting to the commercial while watching the game in-person.
@alixearle AND with all of my best friends OMG @kristin konefal @Anna @Jake Shane @brooke esposito @Hannah
Jake did the same, reacting to the Poppi commercial from the comfort of his home.
@octopusslover8 BEST DAY OF MY LIFE @Drink Poppi @Payton #poppipartner
Mid-Game Marketing: Creator Reaction Videos
Influencers didn’t just dominate on the silver screen. Many creators took to TikTok to post videos in partnership with Rocket. In their videos, they show themselves reacting to Rocket’s iconic “Country Roads” commercial.
At the end of the commercial, the cameras turned on the audience as nearly 75,000 Super Bowl fans danced along to John Denver’s “Take Me Home, Country Roads.” This action led to some emotional reactions from our favorite creators.
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TikTok couple Pookie and Jett danced to the ad’s backing song “Country Roads.”
@campbellhuntpuckett This gave me chills… Rocket’s historic Super Bowl spot took me back to when I first dreamt of owning a home…and it reminded me – dreams do come true ✨🏡 #TakeMeHomeRocket #OwnTheDream #SuperBowl ad@Rocket
Lifestyle influencer Danielle Walter got misty-eyed reacting to the commercial. She shared, “I think the best commercials are when brands and companies really understand it’s about the community that they serve rather than the product.” Danielle ends her video with “everyone wants a place that they can call home.”
@daniellewalter_ Being sick for the Super Bowl wasn’t on my 2025 bingo card but that spot and singalong from @Rocket was a bright spot. We are all a part of building the dream and Rocket makes it easy 🥰🏡 #takemehomerocket #ownthedream #AD
Tianna Robillard also summarized her experience witnessing Rocket’s ad, recounting the heartwarming moment when everyone in the stadium stood up to sing their hearts out.
@tiannarobillard Couldn’t sleep last night. We made Super Bowl history singing along with Rocket and all of America. @Rocket #Rocket #TakeMeHomeRocket #ad #OwnTheDream
The Basement Gang, a trio of dance influencers, did the same in a paid partnership with Rocket featuring the hashtag #OwnTheDream
@basementgang Wherever you are this song makes it feel like home @Rocket #OwnTheDream #TakeMeHomeRocket #Ad
Influencers are certainly dominating the ad space for Super Bowl commercials. Although the creators partnering with Rocket are not directly related to the housing market, they share an understanding of Rocket’s purpose in promoting home ownership as the American dream.
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The Turn Towards Influencer Marketing in Super Bowl Commercials
It’s no secret that influencer marketing is the next big thing when it comes to Super Bowl commercials. Poppi, Carl’s Jr., and Rocket have demonstrated that.
This is not Poppi’s first run at influencer marketing. Their recent campaign garnered mixed reviews when they sent expensive vending machines to influencers. The campaign received backlash at what felt like a misuse of what is a very large budget. Audiences did not want to see popular influencers receive flagrant, overly expensive PR. Yet, others are saying the stunt worked to generate buzz for the brand.
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When it comes to their Super Bowl commercial, they hit the mark with their summer-loving aesthetic and iconic creator cameos. Poppi co-founder Allison Ellsworth said in a statement, “There is no bigger soda moment than the Super Bowl, and we’re thrilled to have been a part of it for the second year in a row.” She added, “This is the biggest way to reach a mass audience and introduce new fans to the Poppi brand. We wanted to show people that they have better soda options, and continue to engage with our community by amplifying some of their favorite creators.”
Rocket’s Chief Marketing Officer John Mildenhall made a similar statement in an interview with HousingWire: “The Super Bowl is the ultimate marketing stage. When we looked at what we’re building at Rocket — this mission to help more Americans own homes — we knew we had to go big. Our return to the Super Bowl will go beyond an ad and create a historic cultural moment.”
Mildenhall also spoke a bit on connecting with audiences, especially as opposed to enlisting A-listers. Mildenhall said: “I’ve always believed that while celebrities and humor are entertaining, they can create noise. People remember the star but forget the brand. I hope that every American who dreams of owning a home sees themselves in our brand narrative [this year].”
