With extensive experience in analytics and performance optimization, Milena Traikovich is an expert in helping businesses drive effective campaigns that nurture high-quality leads. Today, she unpacks the high-stakes world of Super Bowl advertising, exploring why multi-million dollar ads struggle with brand recall and how marketers can ensure their message cuts through the noise, with or without a celebrity endorsement.
The risk of a celebrity overshadowing a brand, known as the “vampire effect,” has been discussed since the 80s. With ad costs now at $8 million for 30 seconds, what specific steps can marketers take to ensure the brand, not the star, is the hero?
The “vampire effect” is a terrifyingly real risk, especially when you’re spending $8 million on a 30-second spot. The key is integration, not just insertion. You can’t just drop a famous person into a generic ad and expect magic. The celebrity’s persona must be intrinsically linked to the brand’s core message in a way that feels authentic and unavoidable. They need to be a character in the brand’s story, not just a famous face smiling next to the logo. Ultimately, if you could swap out the celebrity for another and the ad still works, you’ve failed to make the brand the true hero.
Recent data showed 22% of viewers couldn’t correctly name the brand after watching an average Super Bowl ad. Since many of the top-performing ads for brand recall don’t use celebrities, what creative strategies make those non-celebrity ads so memorable and effective?
That 22% figure is staggering, and it highlights a fundamental truth: a famous face can’t fix a weak creative concept. The most effective non-celebrity ads achieve high “Fluency,” or brand recall, by focusing on powerful, ownable brand assets. We saw that six of the top ten ads for recall didn’t use celebrities at all. They succeed by leveraging strong storytelling, creating unique characters, or using a powerful emotional hook that connects directly back to the brand. Instead of borrowing a star’s equity, they build their own through a compelling narrative that makes the brand itself the unforgettable element.
Celebrity use in Super Bowl ads has more than doubled since 2010, with nearly 70% of recent spots featuring a famous face. When celebrity endorsements become the norm rather than the exception, how can a brand’s message still break through the clutter and avoid being forgettable?
It’s a classic case of clutter. When celebrity use jumps from 31% in 2010 to nearly 70% today, the tactic itself loses its power to differentiate. Simply having a celebrity is no longer enough to get noticed; it’s just table stakes for many. To break through, a brand must do something unexpected with that celebrity—something that subverts expectations or creates genuine, surprising humor. Too many brands use stars in a shallow, interchangeable way, which just adds to the noise. The brands that win are the ones that use the celebrity to amplify a brilliant, unique idea, not as a substitute for one.
While an $8 million ad spot is unique, the principle of brand recall is universal. For marketers with much smaller budgets, what are two or three practical, cost-effective tactics they can use to maximize brand recognition in their own campaigns?
Absolutely, the principle is universal. First, focus on consistency. Develop a distinct brand asset—whether it’s a color palette, a sound, or a recurring character—and use it relentlessly across all your channels. Repetition builds memory. Second, tell a simple, emotionally resonant story that puts your product at the center of the solution. People remember feelings far longer than they remember facts. A clear, compelling narrative where your brand is the hero doesn’t cost extra, but it pays huge dividends in recall. This is far more effective than just listing features or trying to be clever for cleverness’s sake.
What is your forecast for celebrity use in major advertising events?
I believe we’ll see a slight pullback, or at least a significant strategic shift, in the coming years. The current saturation level, where over half of ads feature multiple celebrities, is simply not sustainable or effective. The cost is astronomical and the returns, in terms of brand recall, are clearly diminishing. I forecast that smarter brands will pivot, investing that celebrity budget into more powerful creative storytelling or using influencers and lesser-known personalities in more authentic, integrated ways. The novelty has worn off, and the focus must return to creating genuine brand connection, not just renting a famous face.
