Seattle, Wash. — The Seattle Seahawks clinched the Super Bowl title this year in a dominant matchup against the New England Patriots, reigniting a rivalry that dates back to their iconic clash in 2015. While the game captured the attention of football fans, many viewers tuned in specifically for the much-anticipated commercials that have become a staple of the Super Bowl experience.

This year’s Super Bowl not only featured a thrilling rematch of two top-tier NFL teams but also showcased a historic halftime performance by Bad Bunny, marking the first time a solo artist performing primarily in Spanish took the stage. The excitement surrounding the game, traditionally a major event for advertisers, reflects last year’s record-breaking viewership of over 127 million fans.

Companies leveraged the vast audience to showcase their most creative advertising efforts during the game. Notably, some spots stood out for their humor and memorable narratives. For example, Brian Baumgartner’s commercial for Ramp featured multiple versions of his character, Kevin, from “The Office,” all collaborating to manage workload.

Manscaped surprised audiences again with a comedic take on bathroom grooming habits, showcasing singing clumps of hair in their attention-grabbing ad. Meanwhile, YouTube TV opted for a star-studded cast featuring NFL brothers Jason and Travis Kelce, alongside chef Gordon Ramsay, in a humorous plea for viewers to elevate their streaming experience.

In a twist on classic rock, State Farm rolled out a parody of Bon Jovi’s “Livin’ on a Prayer,” using humor to convey essential insurance points. This comedic trend continued with Instacart’s lively jingle performed by Ben Stiller and pop star Benson Boone, depicting the whimsical chaos that can ensue when grocery shopping doesn’t go as planned.

Promoting self-care, Novartis creatively introduced its prostate cancer screening with a clever play on words, urging men to “relax your tight end” while featuring NFL players in tranquil scenes. The ad aimed to raise awareness about crucial health issues in a lighthearted manner.

Unique narratives were also prominent in other commercials. Emma Stone, in a black-and-white spot for Squarespace, humorously detailed her struggles to secure a domain name, delivering a message about internet identity with wit. Pepsi leaned into pop culture with a humorous twist featuring polar bears, while the Backstreet Boys returned to delight fans with a catchy ad for T-Mobile, reworking their classic lyrics to promote America’s best network.

Other standout commercials included George Clooney’s Grubhub spot, which addressed food delivery fees in a comedic context, and a clever promotion from TurboTax featuring Adrien Brody adopting a serious demeanor to highlight tax season.

In a playful nod to the online world, YouTuber Mr. Beast announced a new competition during the game, encouraging viewers to solve puzzles for a chance at a million-dollar prize. The Super Bowl continued to serve as a platform not just for athletic prowess but also for creativity and entertainment, showcasing the evolving landscape of advertising in this celebrated sports event.