What to watch for in Super Bowl LIV’s ads

Watch the latest ads for Super Bowl LIV



USA TODAY’s Ad Meter has been ranking Super Bowl commercials by consumer rating since 1989, tracking more than 1,600 ads from hundreds of different companies to date. 

Every year, there are few familiar themes in these ads — attempts at comedy, celebrity cameos, etc. — and a few unique trends and themes that stand out. And if the commercials being released ahead of Super Bowl LIV between the Kansas City Chiefs and San Francisco 49ers are any indication, this year will be no different.

Here are five key themes and trends to look out for on the Super Bowl ad front Sunday night.

Commercials with a cause

Several of this year’s advertisers are using their Super Bowl ads to either show you the good they’re doing, or show you how to help — with explicit ties to charitable causes or campaigns.

Kia, for example, built its 60-second spot around youth homelessness and says it will make significant donations to three nonprofit organizations that address that issue. Olay pledged to donate money to Girls Who Code. WeatherTech seeks to raise funds for the University of Wisconsin’s School of Veterinary Medicine. And so on and so forth.

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First look: Watch all the Super Bowl ads that have been released so far


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