Super Bowl commercials mix products with anti-hate messages and politics

One of the most anticipated parts of Super Bowl Sunday isn’t necessarily the game, it’s the commercials throughout the big game.

Hundreds of millions in ad revenue will hit the airwaves Sunday night, but not everyone is trying to get you to buy something. Viewers can expect to see anti-hate ads, ads focused on Christianity, and ads supporting political candidates who want viewers to adhere to their political views.

A 30-second spot during this year’s game costs between $8 million and $10 million.

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U.S. President Donald Trump holds a football presented to Trump during a ceremony presenting the Commander in Chief’s Trophy to the Midshipmen football team in the East Room of the White House April 15, 2025 in Washington, DC. The Commander-in-Chief’s Trophy is awarded to the winner of the American college football series among the teams of the United States Military Academy (Army Black Knights), the United States Naval Academy (Navy Midshipmen) and the United States Air Force Academy (Air Force Falcons). (Photo by Win McNamee/Getty Images)

1. Ad from a pro-Trump group touting Trump accounts

A pro-Trump nonprofit, Invest America, bought time during the pregame broadcast to promote the president’s new tax-exempt “Trump Accounts,” which were established in the Republican Party’s One Big Beautiful Bill Act as tax-exempt savings accounts for America’s children, many of which will come with $1,000 from the federal government. Children will be able to use funds in these accounts for things like school expenses or down payments on a new house.

The ad will feature children talking about the importance of investing.

“It’s going to get a lot of attention. All of you viewers, watch the Super Bowl right after the national anthem, we’re going to have a big rollout,” Treasury Secretary Scott Bessent said last month on a local Midwest radio station.

2. Another anti-hate ad from Robert Kraft

New England Patriots owner Robert Kraft’s nonprofit Blue Square Alliance, formerly called the Foundation to Combat Anti-Semitism, will release another ad against anti-Semitism this year. His group has been buying commercials during the Super Bowl since at least 2022 to promote anti-Jewish hate messages. Last year, the group’s advertising featured appearances from celebrities like Snoop Dogg and Tom Brady.

This year’s ad will focus on anti-Semitism among young people, particularly in schools. The ad encourages supporters to post an image of a blank blue square, resembling a Post-it note, to illustrate their support for Jewish hatred.

3. Michigan gubernatorial candidate’s “anti-halftime” ad

A Republican candidate running for Michigan’s next governor, Perry Johnson, sponsored ads several days before the game through Sunday evening, according to the candidate’s campaign. The ad, which will only be seen in select Michigan TV markets, urges people to turn the channel during the Bad Bunny halftime show and tune in to the halftime show produced by the late Charlie Kirk’s Turning Point USA (TPUSA). The NFL’s selection of Bad Bunny created a political stir, with critics calling him anti-American.

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“Join me in changing the channel during halftime to Turning Point’s ‘All American Halftime Show’ for great American entertainment during America’s game,” Johnson’s ad encourages viewers.

An advertisement for musical artist Bad Bunny’s Super Bowl halftime performance. (Photo by Chris Graythen/Getty Images)

4. Senate Candidate Campaign Announcements

Viewers in Maine and Texas will see ads from the political campaigns of incumbent Sen. Susan Collins, Republican of Maine, and Democratic challenger to U.S. Sen. John Cornyn, Republican of Texas, James Talarico, Texas state senator.

Collins’ campaign advertising was purchased on his behalf by One Nation, a nonprofit organization linked to the Senate Leadership Fund, the top super PAC for Senate Republicans. They are paying about $5.5 million for a multi-month ad buy planned to focus on the Maine viewing market.

Senator Susan Collins, Republican of Maine, leaves the Capitol in Washington, July 24, 2025. (J. Scott Applewhite/AP Photo)

According to the local Portland Press, its 30-second ad features archival clips of firefighters while discussing Collins’ efforts to pass legislation forever banning cancer-linked “chemicals.” “Call Senator Collins and thank her for protecting Maine’s first responders,” a narrator of the ad concludes, according to a version reportedly shared on YouTube.

Talarico, who reportedly spent more than $100,000 of his campaign to run his ad, according to local reports, shared his ad on social media. Talarico focuses on criticizing billionaires and ethics, particularly regarding campaign finance and congressional stock trading.

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“Millionaires don’t just influence politicians, they own them. That’s why I don’t accept money from corporate PACs. That’s why I fought to cap campaign contributions,” Talarico says in his ad. “In the Senate, I will ban billionaires from making secret, unlimited donations. I will stop members of Congress from trading stocks. And I will raise taxes on those at the top to fund tax cuts for the rest of us.”

5. He gets us publicity

The pro-Christian ad campaign launched in 2022 with help from the family behind Hobby Lobby has been criticized over the years, as its ads have become a talking point after past Super Bowls. The campaign’s ads typically focus on social conflicts, and it plans to unveil another ad during this year’s game.

This year’s message touches on wealth, image, insecurity, digital addiction, fame and other life pressures, rather than social conflicts, like the ads they’ve done in past Super Bowls, according to pre-game ad previews.