Key Takeaways:
- US brands spent over $1 billion on securing top celebrities to feature in their ads in 2025, surpassing pre-pandemic levels.
- Spending on pay guarantees for top talent grew 47% since 2019, with athletes and creators being the most in-demand.
- The use of recognizable faces in ad campaigns is on the rise, with celebrities, athletes, and creators being seen as a safe bet for advertisers.
- The trend is driven by the need for advertisers to demonstrate the effectiveness of their advertising amid macroeconomic uncertainty.
- The business of producing ads has shifted, with fewer commercial production shoots and longer production lengths.
Introduction to the Trend
The use of celebrities in ad campaigns has become increasingly popular in recent years, with US brands spending over $1 billion on securing top talent to feature in their ads in 2025. This trend is driven by the need for advertisers to demonstrate the effectiveness of their advertising amid macroeconomic uncertainty. According to Graham McKenna, chief marketing officer of XR, an advertising operations platform, there has been a "paradigm shift" in the use of celebrities in ad campaigns. A decade ago, the larger share of talent pay went toward non-celebrity actors, but that’s now flipped. Celebrities, known faces, and recognizable talent are now seen as a safe bet for advertisers, as they can break through and resonate with audiences in a crowded media landscape.
The Rise of Celebrities in Ad Campaigns
The trend was noticeable at the most recent Super Bowl, where well-known faces such as Matthew McConaughey, Martha Stewart, and Charli XCX appeared in ads for Uber Eats, and Billy Crystal and Meg Ryan recreated the classic deli scene from "When Harry Met Sally" for Hellmann’s Mayonnaise. Advertising experts noted that Super Bowl advertisers were leaning into humor, nostalgia, and celebrity to provide levity and play it safe in a politically charged year. The use of celebrities in ad campaigns is not limited to the Super Bowl, with many brands turning to recognizable faces to promote their products and services. This trend is driven by the need for advertisers to cut through the noise and reach their target audience in a crowded media landscape.
Athletes and Creators in Demand
About a quarter of the $1 billion in payment guarantees from advertisers to celebrities last year went to athletes, which XR’s report said is reflective of sports stars’ "cross-generational appeal" and visibility in American culture. NFL players are the most popular and have seen a 145% increase in premium pay guarantees from brands between 2019 and 2025. The WNBA is also having a moment, with payments to women’s basketball players growing 176% between 2024 and 2025, and more than 300% since 2019. Creators are also feeling the advertiser love, with content creator payment guarantees jumping 103% since 2022. Many top-tier influencers are now commanding multimillion-dollar fees, equivalent to those of Hollywood A-listers. Social media personalities, lifestyle creators, and food and home influencers are the most desired creator categories advertisers are tapping into.
The Business of Producing Ads
The business of producing ads has also shifted in recent years, with 25% fewer commercial production shoots in 2025 compared with 2019. However, production lengths are generally stretching longer in terms of days as brands look to squeeze more content from each one, from TikToks to internal presentation videos. Jon Williams, CEO of The Liberty Guild, a network of advertising professionals, noted that brands are making fewer, bigger bets in a risk-averse environment, and celebrities are often viewed as a shortcut to capturing attention. However, he also warned that such tactics could backfire in the long run, as relying too heavily on celebrities and big budgets could lead to a lack of creativity and originality in ad campaigns.
The Future of Advertising
The trend of using celebrities in ad campaigns is likely to continue, as advertisers look for ways to cut through the noise and reach their target audience. However, it’s also important for brands to consider the potential risks of relying too heavily on celebrities and big budgets. By finding a balance between creativity, originality, and recognizable talent, brands can create effective ad campaigns that resonate with their target audience and drive results. As the media landscape continues to evolve, it will be interesting to see how the use of celebrities in ad campaigns adapts and changes. One thing is certain, however: the use of recognizable faces and talent will continue to play a major role in the world of advertising.