Super Bowl advertising costs millions per 30 seconds and you’re watching on three screens. Your phone tracks your sports bet. Your laptop shows game stats. The TV plays the commercial nobody’s watching because attention is the oxygen of marketing and you’re breathing somewhere else. Rocket Mortgage spent that money on Lady Gaga singing Mr. Dress Up with zero product mentions. Either genius or expensive celebrity concert nobody remembers who paid for.

Chapman calls it the celebrity problem: the star gets so big your brand disappears. Ben Stiller and Instacart paid millions for celebrities who should have read the contract before dancing. Viewers remember the face, not who paid for it. The gauntlet: weave your brand into 30 seconds while competing with eyes you can’t look away from. Bud Light uses Post Malone chasing cake down a hill. Rocket Mortgage risks everything on social media doing the branding work after the ad ends.

The next time you see a celebrity in an ad, you’ll calculate whether you remember the brand or just the famous face. Here’s what doesn’t change: if you’re on three screens, the one with your attention isn’t showing commercials.

Topics: Super Bowl advertising costs, celebrity endorsement failure, brand recall problems, attention fragmentation, viral marketing strategy

GUEST: Tony Chapman | http://chatterthatmatters.ca

Originally aired on2026-02-04