About 32% of Americans say they plan to eat dip during the Big Game.

How the Revolutionary ‘Cheese Food’ Velveeta Became a Super Bowl Staple

The Big Game

Velveeta is a 'pasteurized recipe cheese product,' there are actual historical reasons why such a product exists—and makes a such good dip.

Christopher Walken, Popeyes chicken sandwich, Iron Man, Pringles and Kurt Vonnegut

Adweek’s Surreal Super Bowl Ad-Pitching Bot Highlights AI’s Strengths and Shortcomings

The Big Game

While machine learning isn't at a place where it can run a campaign, it could potentially assist creatives.

Will Binder went from criminal defense to copywriting, and hasn

How a New York City Defense Attorney Ended Up Writing Copy for a Super Bowl Ad

Magazine

How New York City defense attorney Will Binder became a copy writer for Wieden + Kennedy.

Mashup of stars in Super Bowl ads

How Do Celebrities End Up in Super Bowl Ads?

The Big Game

Nabbing celebrities for Super Bowl ads involves analytics, negotiations and a strong backup plan or two.

Taraji P. Henson and Lilly Singh in spacesuits in Olay ad

Behind the Scenes of Olay’s Star-Studded, Space-Themed Super Bowl Spot With a ‘Coded’ Message

The Big Game

Taraji P. Henson, Lilly Singh and other stars help skin-care brand make a giant leap for women and tech.

Lilly Singh and Busy Philipps

Editor’s Letter: Adweek Suits Up for the Super Bowl

The Big Game

With 30-second Super Bowl spots hitting $5.6 million this year, ads better be memorable. Adweek is ready for the annual brand bacchanal.

Naadam’s goat sex campaign

3 Ways DTC Brands Are Creating Their Own Super Bowl Moments Year-Round

The Big Game

DTC brands with less resources are creating their own viral moments—with similar success.

Lamar Jackson

Infographic: The Biggest Buzzwords Leading Up to the Super Bowl

The Big Game

Football fans express themselves online, according to Talkwalker.

Scoring the Best Super Bowl Ad Placement Is Almost as Hard as Winning the Big Game

The Big Game

With a $5 million-plus investment at stake, brands and media buyers don't want to fumble.

Two football helmets facing off with stars around them.

A Politicized Super Bowl Means Opportunities for Brands

The Big Game

Imagine if brands embraced monthslong election anxiety as a customer relationship management problem, complete with playful pick-me-ups and community building.

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