The Super Bowl ad game: Top ads to look forward to this weekend

Summary

Marcus Collins, a marketing professor and author, joins Squawk Box to discuss the Super Bowl advertising landscape, where 30-second spots cost up to $10 million. He highlights the AI ad rivalry between OpenAI and Anthropic and evaluates several ads, including Comcast's Jurassic Park-themed spot, Amazon's Alexa ad, Levi's, and Grubhub. The conversation focuses on cultural relevance, nostalgia, challenger-brand strategy, and why memorability matters more than raw eyeballs. No specific investment recommendation or public-market trade is made.

• Super Bowl 30-second ads cost up to $10 million this year.
• OpenAI and Anthropic are framed as an AI advertising rivalry.
• Marcus Collins says culturally relevant ads matter more than raw reach.
• He praises the Anthropic, Comcast/Jurassic Park, Alexa, Levi's, and Grubhub spots.
• Challenger brands often use the Super Bowl to challenge market leaders.
• The discussion is marketing-focused and does not recommend securities.