Why Big Names Are Back in the Spotlight

In 2025, brands spent over a billion dollars on celebrities for their advertisements, surpassing pre-pandemic levels. This significant increase highlights a shift in advertising strategies.

The Pressure to Prove Ad Effectiveness

Marketers are under pressure to demonstrate the success of their ads. In an unstable economy, celebrities are seen as a reliable choice to enhance ad memorability.

The Shift from Regular Actors to Big Names

A few years ago, most advertising budgets were allocated to regular actors. However, the trend has now shifted towards big-name celebrities. With the multitude of platforms available for consuming content, familiar faces help brands stand out and connect with audiences. Additionally, celebrities are more open to appearing in ads than they were in the past.

Super Bowl Ads Reflect the Trend

The Super Bowl ads of 2025 exemplified this trend. Stars like Matthew McConaughey, Martha Stewart, and Charli XCX appeared in various advertisements. Experts noted that brands used humor, nostalgia, and celebrities to create a lighthearted tone in an otherwise tense political year.

Athletes and Creators Cash In

Athletes and content creators are reaping the benefits of this trend. Approximately a quarter of the billion dollars spent on celebrities went to athletes, thanks to their broad appeal. NFL players saw a substantial increase in pay guarantees, and women's basketball players experienced a tripling of payments since 2019.

Content creators are also in high demand. Their pay guarantees have more than doubled since 2022. Top influencers now earn as much as Hollywood stars, with brands favoring social media personalities, lifestyle creators, and food and home influencers.

Changing Advertising Production

The way advertisements are produced is also evolving. There are fewer ad shoots, but each shoot lasts longer. Brands aim to maximize content from each shoot, creating everything from TikToks to internal videos.

The Risks of Relying on Celebrities

While celebrities help grab attention quickly, over-reliance on big names can make ads feel generic. Safe choices can become risky if everyone adopts the same strategy.