Nine of the ten Super Bowl LVII commercials that received the most gameday views on YouTube featured celebrity endorsements. The stars who shined in those ads are known for their work in film, TV, and pop music, but four prominent YouTube stars also factored into the Super Bowl ad slate.
Logan Paul and KSI premiered a commercial for their brand Prime Hydration. A few quarters later, MrBeast made an appearance in an NFL ad, and Pizza Hut showed off Airrack‘s record-breaking pizza.
Just before kickoff, Paul and KSI (real name J.J. Olatunji) brought Prime to football watchers across the world. Paul touted the brand as the “fastest-growing sports drink in history,” while KSI cheered Prime’s status among fans of the other type of football fans.
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The commercial is the first Big Game spot to support a creator-led business, but Paul and KSI weren’t the only creators who appeared on screen during Super Bowl LVII. MrBeast (aka Jimmy Donaldson) had a brief appearance in an NFL ad that championed female football players.
Unlike Donaldson, Eric “Airrack” Decker didn’t appear on the screen during another company’s ad. However, the YouTuber and Streamys host played a pivotal role in Pizza Hut’s Super Bowl presence. His partnership with the fast food chain — which he documented on his YouTube channel — produced a 132-foot pizza. That record-breaking za took center stage as Pizza Hut looked to promote the return of its ‘Big New Yorker’ pie.
These sorts of creator endorsements are becoming more common, even if most brands still choose traditional celebrities to represent them during expensive Super Bowl airtime. A Booking.com commercial featuring Melissa McCarthy got the most views on YouTube’s AdBlitz platform on February 12. Since hitting YouTube a week ago, the spot has received more than 100 million views.