Latest news with #WeatherTech
Yahoo
6 days ago
- Business
- Yahoo
The US is full of millionaires who didn't make it big working on Wall Street — some didn't even finish college
Some of the country's top earners are building quiet empires — not on Wall Street or in Silicon Valley, but in ordinary places. 'We call it the stealthy wealthy,' Owen Zidar, a Princeton economist who has studied the group with University of Chicago economist Eric Zwick, told The Wall Street Journal. Thanks to Jeff Bezos, you can now become a landlord for as little as $100 — and no, you don't have to deal with tenants or fix freezers. Here's how I'm 49 years old and have nothing saved for retirement — what should I do? Don't panic. Here are 5 of the easiest ways you can catch up (and fast) Nervous about the stock market in 2025? Find out how you can access this $1B private real estate fund (with as little as $10) Forget IPO parties — these fortunes were built on floor mats and carpet strippers, not stock tickers. And it's not just the founders who benefit. These unassuming companies are increasingly shaping America's wealth landscape. Business ownership made up 34.9% of income for the top 1% in 2022 — up from 30.3% in 2014, according to Zidar and Zwick. You don't need an MBA to make millions — just a knack for spotting a gap and filling it. Take Derek Olson, who found success by making machines that tear up flooring, such as the carpet in old elementary schools. With schools across the U.S. averaging seven miles of carpet each, Olson's company stays busy, especially in the summer. 'So elementary schools basically need their floors redone almost every summer. It's this niche industry that no one knows about and everybody needs,' he told The Wall Street Journal. Olson now earns enough to land in the top 1% of U.S. income earners — that's at least $550,000 a year, not including capital gains. Olson's 'boring' business has brought his family anything but a boring life. The family has two Range Rovers and month-long summer getaways in Europe — all funded by a midsize regional company most people would overlook. The Olson family isn't the only case where 'boring' turned into big bucks. Read more: Want an extra $1,300,000 when you retire? Dave Ramsey says — and that 'anyone' can do it David MacNeil built his fortune selling car floor mats. Before founding WeatherTech, he worked a string of blue-collar jobs, dropped out of college and even sold luxury cars. But it wasn't until a 1989 trip to Scotland that inspiration struck: after renting a car with superior rubber mats that kept mud and water contained, MacNeil realized the U.S. market was missing out. Back home in Chicago, he cold-called the English manufacturer, struck a deal and took out a second mortgage to import a 20-foot shipping container of mats. He started selling them from his garage. Today, WeatherTech employs 1,800 people in Bolingbrook, Illinois, and manufactures nearly all of its products in the U.S. MacNeil expects the company to pull in about $800 million in revenue this year. Like Olson, MacNeil saw value where others saw something forgettable, and turned it into a manufacturing empire. If you want to follow in the footsteps of some of these millionaires, start by looking around and asking yourself: What's a small but persistent headache in your day-to-day life? What annoys your family, your friends or your coworkers? Maybe it's the way your dog's leash tangles, or how long it takes to clean grout. According to Smart Startups authors Catalina Daniels and James Sherman, those everyday gripes are ripe with potential. 'You search for things that are interesting, trends, things you're passionate about, whatever — but no lightbulb moment,' Daniels told CNBC Make It. In other words, great ideas rarely arrive with fireworks. And don't overlook your own passions. If you're a diehard sports fan, for example, zoom in on a specific sport you love. Is there a product, service or experience missing from the market? The sweet spot is where your interests and a real need intersect — that's where niche ideas tend to thrive. And while oversaturated markets like fashion, tech or content creation might feel like the obvious place to start, they're also the most competitive. Instead, consider carving out your own lane in an overlooked niche. The goal isn't to go viral — it's to be valuable. Here are 5 'must have' items that Americans (almost) always overpay for — and very quickly regret. How many are hurting you? Rich, young Americans are ditching the stormy stock market — here are the alternative assets they're banking on instead Robert Kiyosaki warns of a 'Greater Depression' coming to the US — with millions of Americans going poor. But he says these 2 'easy-money' assets will bring in 'great wealth'. How to get in now This is how American car dealers use the '4-square method' to make big profits off you — and how you can ensure you pay a fair price for all your vehicle costs Like what you read? Join 200,000+ readers and get the best of Moneywise straight to your inbox every week. This article provides information only and should not be construed as advice. It is provided without warranty of any kind. Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
23-05-2025
- Business
- Yahoo
Next-door neighbor said to have paid $55.5M for in-the-works house near Palm Beach
As expected, WeatherTech founder and CEO David F. MacNeil is on the buyer's side of a just-closed deal, valued at $55.5 million, involving an under-renovation mansion near Palm Beach. The in-the-works mansion at 1140 S. Ocean Blvd. in Manalapan is next door to an ocean-to-lake property MacNeil already owned through a limited liability company. The price was reported May 23 in the multiple listing service. MacNeil is expected to raze the mansion that just changed hands and combine it with his adjacent property, seller Joe Farrell, a luxury homebuilder, previously told the Palm Beach Daily News. MacNeil could not be immediately reached for comment. But he has made plans to build a new custom home that will straddle both properties, the Palm Beach Daily News has confirmed. In all, the purchases of the two estates totaled $94 million. The latest purchase has expanded MacNeil's estate by 1.6 acres to 3.56 acres. It also added an extra 150 feet of frontage on the ocean and the Intracoastal Waterway, booting the total to about 343 feet of waterfront on the east and west sides of his estate. Farrell had marketed his property with an asking price of $95 million, which would have included the finished mansion he was renovating for resale. But MacNeil, whose other property is immediately to the north, is said to have stepped in to buy Farrell's project while the renovation was still underway. Farrell, a Manalapan resident who heads Farrell Building Co. and Farrell Cos., spoke to the Daily News in March when the property went under contract. 'The person who bought it from me didn't want the house. He's knocking it down,' Farrell said in March In 2024, MacNeil paid a recorded $38.5 million for his estate next door , which he owns through a limited liability company. He then razed the 1950s-era house there, leaving a vacant lot measuring 1.96 acres. Both properties lie about a mile north of the Eau Palm Beach Resort & Spa, the luxury hotel that sold last year to billionaire and Manalapan homeowner Larry Ellison for about $277.4 million. The sale closed May 23, according to the MLS. MacNeil could not be immediately reached for comment. No deed for the sale had been recorded as of mid-afternoon May 23, so it's unclear if the price reported in the MLS will match the one expected to be documented at the Palm Beach County Courthouse. Farrell had been renovating the estate at 1140 S. Ocean Blvd. as a speculative project with plans to resell it. He bought the property for a recorded $32.5 million in early 2024. The costal road separates the two lake parcels of the two estates from their larger oceanfront parcels. Farrell's work crews had made progress on his extensive renovation of the 1990s-era house and the separate guesthouse by the time the buyer put it under contract on March 11. But with the sale, Farrell is stepping away from the property, he told the Palm Beach Daily News. Farrell never before had a buyer purchase one of his in-the-works projects with plans to raze it, he said in March. But opportunity knocked and he answered: 'A deal came along and I opted to leave the casino early.' MacNeil's company has owned the northern property, at 1120 S. Ocean Blvd., since April 2024. MacNeil founded and owns WeatherTech, which is based in Greater Chicago and manufactures car accessories such as floor mats and cellphone holders as well as other products, the company's website shows. He established the company in 1989. Premier Estate Properties agent Margit Brandt handled both sides of the sale, although she would not identify her clients by name. She declined to comment about the transaction. Farrell's renovation plans called for the main house to have 19,000 square feet with a 4,000-square-foot guesthouse. In all there would have been 13 bedrooms. The project changed the architectural style from Mediterranean to contemporary. Farrell is well known for building luxury homes in the Hamptons on New York's Long Island. He also has carried out real estate projects in South Florida. When Farrell bought the estate in January 2024, a down-to-the-studs renovation and addition project had been underway for several years. But Farrell said he upgraded those plans. Farrell had only the shell of the house finished when the property went under contract, he said. His plans for the estate called for two swimming pools with whirlpool spas, a pool cabana with a summer kitchen, a pickleball court and garage parking for eight cars. Improvements on the west side of the property were designed to include a new lakefront dock and seawall. The mansion's layout would have included a great room, a media room and a den-and-office. When MacNeil's company bought the northern property at No. 1120 last year, he was represented by agent Tim Elmes of Compass Florida. In that sale, the listing agents were Gary Pohrer and Nick Malinosky of Douglas Elliman Real Estate. Although sales in Manalapan have slowed over the past two years, asking prices for premium properties remain far higher than before the coronavirus pandemic-sparked the real estate boom that arrived in the area in early 2021, real estate observers say. The boom — and the escalating prices — came, in part, because some homebuyers bought in Manalapan after they couldn't find waterfront estates in Palm Beach, where housing inventory shrank dramatically during the first years of the pandemic. The housing boom also was fueled by the work-at-home trend and Florida's favorable tax climate. dhofheinz@ This is a developing story. Check back for any updates. Portions of this story appeared previously in the Palm Beach Daily News. Darrell Hofheinz is a USA TODAY Network of Florida journalist who writes about Palm Beach real estate in his weekly 'Beyond the Hedges' column. He welcomes tips about real estate news on the island. Email dhofheinz@ call 561-820-3831 or tweet @PBDN_Hofheinz. Subscribe today to support our journalism. This article originally appeared on Palm Beach Daily News: Neighbor said to have paid $55.5M for tear-down estate near Palm Beach
Yahoo
04-03-2025
- Entertainment
- Yahoo
25 Unique Gift Ideas For Every Man In Your Life
Atmosphere by The Weather Channel curates products and services for all seasons. If you buy something from one of our links, we may earn a commission. Shopping for the guy who says 'anything is fine'? If you spend countless hours searching for the perfect gift, waiting for a spark of inspiration to strike, we know the struggle all too well. And if he's the kind of guy that simply buys what he wants as soon as he needs it, it may feel like you're always playing catch up when birthdays or anniversaries roll around. Since I have my own 'hard shopper', I know the stress of searching for that next great gift idea, so we've compiled a list for those safe bets, risk takers, weather-lovers and everything in between. Here are 25 unique gift ideas for every man on your list, whether it's your father, husband, boyfriend, brother, or son – this list has you covered. Shop It: Amazon Price: $219.99, was $249.99 at Amazon For your avid birdwatcher who loves to splurge (but not on themselves), this NETVUE smart bird feeder tops our wish list. It comes with an AI system to help identify bird species captured by the camera, and will drive away squirrels with a flashlight or siren. The bird-friendly design has an IP65 weatherproof rating and is supposed to be solid enough to ensure no unexpected bird catastrophes. Shop It: Amazon, Barnes & Noble Price: $8.45 (paperback), was $16.99 at Amazon; $16.99 at Barnes & Noble From hummingbirds to bald eagles, North America is home to a variety of beautiful birds. If your loved one is just beginning on their birdwatching adventure, this Bird Watching Field Notes book is chock full of helpful tips, including birding terminology, equipment suggestions, and the complete bird profiles of 150 different species. Shop It: Amazon, Walmart Price: $189.99 at Amazon and Walmart Take weather forecasting to the next level with this Ambient Weather Smart Weather Station, which comes with a sensor array with rain cup, and LCD color display. It provides local weather data (literally from your home and backyard), from windspeed and direction, temperature, humidity, rainfall, UV intensity and more. It is also smart-home friendly with Google Home, Alexa and more. Shop It: The Home Depot Price: starting at $69.95 at The Home Depot This was suggested by one of my colleagues, who spoke highly of the practicality of these WeatherTech floor mats. From trucks and SUVs to your sporty sedan, WeatherTech floor mats will protect carpets from water, dirt, pet mess and more. If your guy loves the outdoors (but hates cleaning his car afterwards), these universal floor mats can help keep the interior of their car cleaner and fresher longer. Shop It: Amazon, Price: $139.88 at Amazon; $140 at If your loved one travels extensively (whether for work or for fun), a good commuter backpack may just be the perfect practical gift idea. With a 32L interior, this Osprey Nebula Backpack has multiple organization pockets, stretchy mesh side pockets, and a dedicated laptop sleeve that can hold most laptops up to 16 inches. One gifter left a review that said, 'This was a Christmas gift for my son. He travels for work a lot and this has been a lifesaver. He said it's the best travel bag, super durable, a TON of space. Straps have no chance of pulling or ripping. It is incredibly comfortable to wear for [a] long time.' Shop It: Price: $49.95 at This was a suggested gift from multiple news writers and editors, with Jan Childs mentioning she bought this Leatherman Multi-Tool for her children (one boy and one girl, by the way), and they've loved this useful little gift. Another male colleague chipped in and said, 'I got a mini Leatherman on my car keychain that I love!' This Micra Leatherman Multi-Tool comes with 10 different features, including a knife, tweezers, file, scissors, screwdriver, bottle opener and more. Shop It: Amazon, LifeStraw Price: $13.94, was $19.95 at Amazon (limited time only); $17.47, was $19.95 at For the man who loves living on the edge, the LifeStraw Personal Water Filter is a must-have necessity as the ultimate survival tool. Weighing less than two ounces, it is lightweight and durable, and has a membrane microfilter that can filter up to 1,000 gallons of water. It can last one person up to (and over) five years of use. One reviewer on mentioned they gave a LifeStraw to their grandchildren, and one grandson immediately ran out to their pond to test it out – and declared the water tasted fine! Shop It: Amazon Price: $219.99 at Amazon Leave the winter blues behind and spring into summer with a Roc Inflatable Stand Up Paddle Board, a popular SUP option on Amazon with 4.8-stars and over 10,000 company ratings. Weighing 18 pounds, this paddle board is made from PVC and has a 350 pound weight limit, with some reviewers saying it can support up to two people thanks to its extra-wide design. It comes with a paddleboard, pump, dry bag, detachable fin and safety leash. Shop It: Price: $69.95 at No matter the weather, this REI Co-Op Trailmade Rain Jacket will keep your loved one dry during any adventure. Waterproof and windproof with a two-layer breathable polyester shell, it comes with a durable water repellent finish to bead off water and stains. The hood is adjustable, with partially elastic cuffs and drawcord hem to seal out the elements. One reviewer on said, 'This is a lightweight yet sturdy jacket perfect for a rainy day or a sleeting afternoon.' READ MORE: Best Rain Boots For Men And Women Shop It: Amazon, Stanley Price: $26 at Amazon and Boil and brew, this all-in-one Stanley french press is the perfect camping or work addition. Whether it's brewing a cup of coffee or heating up soup, this 32 ounce container is made from BPA-free stainless steel and 'nearly indestructible' according to the company. Simply boil your water in the pot, add your coffee grounds and press the plunger when you're ready. One review on said, 'I bought this set about five years ago and it has held up great! I've used it many times solo camping and during power outages to keep the coffee drinkers happy.' READ MORE: Storm Prep: Flashlights, Chargers, Storm Radios And Other Necessities Shop It: Amazon Price: $339.99 plus additional $20 off coupon at Amazon Scoot around town, especially if it's just a few miles away from school or work, with this beginner-friendly ANCHEER e-bike. It can go between 25 to 55 miles per charge, according to the company, and the battery takes 3.5 hours for a full charge. The high speed brushless motor is designed for better hill-climbing power, with speeds up to 20 miles per hour. It's waterproof and dustproof, and the pedal assist mode will assist with moderate powder as the rider pedals, or it can switch to throttle and cruise mode to increase the miles per hour. Shop It: Amazon, JaxonLane Price: $32 at Amazon and More than half of men in the U.S. use facial skincare products, a big increase from 2022, and especially popular among men aged 18 to 27, according to new Mintel research. And not only are they investing in higher-end products, clean ingredients are an important consideration. It's why we suggest this RAIN OR SHINE anti-aging sunscreen for your loved one, no matter the age (or gender). This sunscreen is rated SPF 50, oxybenzone-free, and protects against both UVA and UVB light. And with a hypoallergenic formula and moisturizing ingredients, they can use this every day without fear of blemishes or breakouts. Shop It: Amazon Price: $99.94 on Amazon Wet or dry (one might even say 'rain or shine'), this Braun electric shaver comes with a variety of options for every type of desired cut. From shaving mode to bead timer and body groomer, this electric shaver claims to adapt to every contour for a close shave that protects your skin. Reviewers find it functional, easy to clean with the kit, and overall quality, though the battery life could be a little better. Shop It: Amazon, Price: $39.95 on Amazon; $44.95 at That 'summer loving' has never felt so right with these Greased Lightning swim trunks by Tipsy Elves. Featuring lightning bolts, comfortable stretch and immaculate vibes, these will be a great gift for your fashion-forward loved one. With a soft mesh lining to protect against chafing and practical pockets, these useful swim trunks are also machine wash safe, and can hang to dry. Shop It: Price: $69.50, was $98 at Stay cool with this summer essential, a soft, 100% linen shirt from Don't worry about the creases with such a roomy fit around the body and sleeves – this is ideal for those who prioritize comfort, quality and style. One reviewer mentioned they bought this for her husband to wear to a beach wedding, with another saying it's the 'perfect blend of style and comfort', ideal for warm weather thanks to the soft and breathable material. Shop It: UNIQLO Price: $39.90 at UNIQLO Does he prefer the comfort of sweatpants but the style of jeans? Look no further with these UNIQLO cotton ankle pants, which reviewers call 'super comfortable.' With a tapered silhouette and two colors, it can be styled with sweaters, vests, denim jackets and more with ease. Shop It: Ray Ban Price: $329 at If you saw the Superbowl ad for these Ray-Ban META smart sunglasses, you may already recognize this stylish eyewear. The Ray-Ban Meta smart sunglasses come with stock with Meta AI for voice activation, a camera for photos and videos, speakers to listen to music or take calls, companion app and charging case. I was able to get my hands on a pair for testing years ago, and they are pretty awesome for your tech lovers who prefer a gift that offers a combination of gadget and style. The voice activation almost wasn't sensitive enough during my testing, but the photos and videos taken were quite interesting and the audio speakers next to your ear make listening to music or taking a call a breeze. Shop It: Price: $70 at For the icon that never goes out of style, these Vans Old Skool Shoe are an ageless classic. With the famous Vans sidestripe (debuted in 1977), and a low-top silhouette that was a staple in the street skaters scene, he'll feel like he's going back in time with this set of shoes. Available in a variety of color options, including a completely customizable look and feel, you can't go wrong with these shoes for that 'hard to shop for' loved one. I did the customized shoe option a few years ago (with a picture of my dog's face, no less), and they were a big hit (and very reasonably priced for a set of Vans). Shop It: Amazon Price: $42.96, was $79.99 at Amazon If your loved one is anything like mine, you may constantly hear, 'Do you know where I left my….?' as they wander around looking for keys, wallets and phones. You can help them stay on top of their stuff with the Tile Bluetooth Tracking tags, which will work with iOS and Android. Phone under a cushion? Use your Tile to make it ring even if it's silenced. It's water resistant, and the battery will live up to three years. It's the ideal functional gift for everyone on your list. Shop It: Amazon Price: $35.99, was $37.75 at Amazon I have a few family members that swear by these minimalist wallets, with one saying, 'It takes some time to get used to it, but now I could never go back to a foldable wallet.' We love this Mountain Voyage walnut wood wallet and money clip, with RFID protection, easy card access with the 'pinch and remove' slide-out function, and money clip cash strap. It's a great option for men that don't want (or need) to carry a lot of cards and cash, and prefer sleek over solid. Shop It: Amazon Price: $34.99 at Amazon For your traveler and wanderluster, this Polare RFID leather passport holder is sleek, made from full grain cowhide leather and reinforced stitching, and has a built-in AirTag pocket so you never need to worry about losing your passport holder. It's a lovely match to the minimalist wallet, and comes with a two-year warranty according to the company page. Shop It: Amazon Price: $36.99 at Amazon My husband swears by compressed air dusters for his keyboard, PC tower, fans and other gadgets galore. Anything that collects crumbs, dust, and dog hair, this is the must-have cleaning accessory for those items that need a gentle touch. This particular air duster on Amazon comes with adjustable airflow settings, fast charging capabilities, LED display, and is cordless for easy use anywhere. The kit comes with five different nozzles and three brushes. Shop It: Price: $49.95 at This speaks near and dear to my heart as a horse person, so as soon as I saw this Western Noir phone cover collection by Otterbox, I immediately added a few options into my checkout basket. Whether your family is a ride-or-die iPhone or Samsung user, there's a variety of fun patterns and sizes for every type of phone. These phone cases come with built-in anchors for phone straps and charms, raised buttons and edges around the camera for protection, and a screen lip to keep the display off of surfaces. There are also built-in magnets to support wireless charging and MagSafe accessories. Shop It: Price: $104.95, was $149.95 at Customize your love, friendship and feelings with a favorite photo on this powerful little outdoor JBL Flip 6 speaker. It's IP67 waterproof and dustproof so you can take it on the go, and has up to 12 hours of playtime on a single charge according to the company. Shop It: Walmart, Roku, Amazon Price: $39 at Walmart and Amazon; $49.99 at Roku For the cord cutters in your life, check out the Roku Streaming Stick. Plug into the TV for a smart upgrade, streaming all of the different apps and services like Netflix, Disney+, AppleTV+, and more. For more watching options, Roku users can also stream other free, live and premium TV options on The Roku Channel. If you're still on the hunt for that perfect gift, don't worry - there's plenty more where this came from. We've got shopping guides galore for a variety of people (and events) on your list. 33 Gifts For The Person Who Is Always Cold Best Father's Day Gifts For Every Type Of Dad 25 Gift Ideas Under $50 Gift List For Spring Birthdays Best Mother's Day Gift Ideas Best Flower Delivery Services For Mother's Day I've noted the products where I, or my co-workers, have personally tested and recommended a product. We intend for every recommendation that comes from us to have a personal stamp of approval - and it should be something we would highly recommend to our friends and family. In this roundup, we included the Leatherman Mini Tool, Vans, minimalist wallet, and a handful of tech gadgets that we've had personal experience with (and gifted) in the past. We love a unique dust collector like anyone else, but we know that the men in our life tend to value practicality. Many of these gifts are designed with purpose, and some of these options were suggested by male colleagues who raved about the gifts they've received from loved ones in the past. We included a variety of price points of every budget, from small knickknacks to gifts that might be considered more of an investment. If a product has few (or no) verified reviewers, or the complaints outweigh the purpose and price of the product, we won't feature it in our lists. Prices accurate and items in stock at time of publish.
Voice of America
10-02-2025
- Entertainment
- Voice of America
Super Bowl commercials rely on comedy, nostalgia to avoid potential missteps
Most of the commercials airing during this year's Super Bowl are going for laughs, with advertisers betting that America could use a little break. As the Philadelphia Eagles and the Kansas City Chiefs hit the field in New Orleans, a parade of silly ads will hit airwaves Sunday. Many companies put their ads online ahead of the game, but some held out to maintain an element of surprise. Humor dominates in the ads released so far. Four old ladies go on a joy ride with WeatherTech, while Eugene Levy's eyebrows fly off and buzz around after he eats some Little Caesars. Sloths have a case of the Mondays in an ad for Coors Light. A man's tongue starts dancing to celebrate cold foam from Nestlé Coffee Mate. British singer Seal becomes an actual seal, sad that he can't hold Mountain Dew with his flippers. Actor Glenn Powell does a take on Goldilocks for Ram Trucks, while comedian Nate Bargatze clones himself and hires an opera singer because he saved so much money using DoorDash. Shaboozey takes a lighthearted stroll through New Orleans for Nerds, while the stars of the 'Fast and Furious' franchise take a slow cruise in a convertible so they can enjoy Häagen-Dazs ice cream bars. Tim Calkins, a professor of marketing at Northwestern University's Kellogg School of Management, said this was a complicated Super Bowl for advertisers. Most ads were in development during last fall's U.S. presidential election race, so avoiding controversy was even more of a priority than usual, Calkins said. The finalized crop of commercials features a lot of simple humor, nostalgia and few creative risks, he said. But even that approach can backfire. 'That's the challenge this year. Everybody wants to be safe, but you also want to be interesting,' Calkins said. 'Safe advertising isn't the advertising you notice or remember.' And advertisers can't afford not to be noticed. Some of the roughly 80 Super Bowl ads spots cost a record $8 million for 30 seconds this year. Here are some of the themes of this year's Super Bowl ads: Heartwarming nostalgia Budweiser brings back its Clydesdales for its Super Bowl ad, including a foal that wants to join the delivery team. Meg Ryan and Billy Crystal reenact their famous scene from 1989's 'When Harry Met Sally,' except this time Sally is expressing her enthusiasm for Hellmann's mayonnaise. The Muppets search for accommodations with while an Instacart ad features a parade of familiar mascots like Mr. Clean, the Jolly Green Giant and the Pillsbury Doughboy. Disney asks what the world would be like without the iconic characters it owns, like Elsa from 'Frozen,' Bart Simpson and the Marvel superheroes. Advertisers are leaning on nostalgia more than they used to in Super Bowl ads, according to Kimberly Whitler, a marketing professor at the University of Virginia's Darden School of Business. Nods to the past can broaden the appeal of an ad to different generations and connect products to positive cultural moments, she said. Celebrity mashups Putting celebrities together in unexpected combinations can also broaden the appeal of a commercial. In their Super Bowl ad for Michelob Ultra, actors Catherine O'Hara and Willem Dafoe are pickleball champs. Soccer star David Beckham and actor Matt Damon are long-lost twins who bond over Stella Artois. Celebrity chef Gordon Ramsay and comedian Pete Davidson team up for a HexClad commercial, while Post Malone, Shane Gillis and Peyton Manning have a block party with Bud Light. A slew of celebrities, including Matthew McConaughey, Martha Stewart, Greta Gerwig and Charlie XCX, appear in an ad for Uber Eats. Linli Xu, an associate professor of marketing at the University of Minnesota's Carlson School of Management, said celebrity endorsements can get people talking. But with dozens of brands using them, there's a risk of diminishing returns. Celebrities can also get so much attention that viewers don't remember which brand they're advertising, Xu said. Serious moments It isn't all fun and games at the Super Bowl this year. Pharmaceutical company Novartis urges women to get early detection for breast cancer. Dove warns that half of girls who quit sports have been criticized for their body type. Hims & Hers, a telehealth company, talks about America's obesity epidemic. For the third Super Bowl in a row, Come Near — a nonprofit that promotes the teachings of Jesus — is running an ad as part of its He Gets Us campaign. The ad, featuring Johnny Cash's cover of 'Personal Jesus,' shows everyday people being helpful and heroic. And the Foundation to Combat Antisemitism, founded by New England Patriots Chairman and CEO Robert Kraft, has a stark ad featuring Snoop Dogg and Tom Brady saying what they hate about each other, in an effort to show how pointless hate is. Xu said she expected more ads promoting that unifying message. But for the most part, advertisers went with humor, she said. 'We just had an election year and there's a lot of discussion around divisiveness,' she said. 'People might be wanting to see some unity, everybody coming together as a country.' Artificial intelligence arrives Several Super Bowl ads make the case for AI as a helpmate. Chris Pratt, Chris Hemsworth and Kris Jenner team up for an ad wearing Meta 's smart glasses, which use artificial intelligence to answer questions about what wearers are seeing. Actor Walton Goggins pitches GoDaddy Airo, which uses AI to help build websites and social content. And Google's '50 States, 50 Stories' campaign will show viewers a small business from their state that's using Google's Gemini AI assistant. But Cirkul, a water bottle brand, pokes fun at AI, showing comedian Adam Devine accidentally ordering 100,000 bottles using the AI assistant on his phone.
Chicago Tribune
09-02-2025
- Entertainment
- Chicago Tribune
Super Bowl commercials rely on comedy and nostalgia to avoid potential missteps
Most of the commercials airing during this year's Super Bowl are going for laughs, with advertisers betting that America could use a little break. As the Philadelphia Eagles and the Kansas City Chiefs hit the field in New Orleans, a parade of silly ads will hit airwaves on Sunday. Many companies put their ads online ahead of the game, but some held out to maintain an element of surprise. Humor dominates in the ads released so far. Four old ladies go on a joy ride with WeatherTech, while Eugene Levy's eyebrows fly off and buzz around after he eats some Little Caesars. Sloths have a case of the Mondays in an ad for Coors Light. A man's tongue starts dancing to celebrate cold foam from Nestlé Coffee Mate. British singer Seal becomes an actual seal, sad that he can't hold Mountain Dew with his flippers. Actor Glenn Powell does a take on Goldilocks for Ram Trucks, while comedian Nate Bargatze clones himself and hires an opera singer because he saved so much money using DoorDash. Shaboozey takes a lighthearted stroll through New Orleans for Nerds, while the stars of the 'Fast and Furious' franchise take a slow cruise in a convertible so they can enjoy Häagen-Dazs ice cream bars. Tim Calkins, a professor of marketing at Northwestern University's Kellogg School of Management, said this was a complicated Super Bowl for advertisers. Most ads were in development during last fall's U.S. presidential election race, so avoiding controversy was even more of a priority than usual, Calkins said. The finalized crop of commercials feature a lot of simple humor, nostalgia and few creative risks, he said. But even that approach can backfire. 'That's the challenge this year. Everybody wants to be safe, but you also want to be interesting,' Calkins said. 'Safe advertising isn't the advertising you notice or remember.' And advertisers can't afford not to be noticed. Some of the roughly 80 Super Bowl ads spots cost a record $8 million for 30 seconds this year. Here are some of the themes of this year's Super Bowl ads: Heartwarming nostalgia Budweiser brings back its Clydesdales for its Super Bowl ad, including a foal that wants to join the delivery team. Meg Ryan and Billy Crystal reenact their famous scene from 1989's 'When Harry Met Sally,' except this time Sally is expressing her enthusiasm for Hellmann's mayonnaise. The Muppets search for accommodations with while an Instacart ad features a parade of familiar mascots like Mr. Clean, the Jolly Green Giant and the Pillsbury Doughboy. Disney asks what the world would be like without the iconic characters it owns, like Elsa from 'Frozen,' Bart Simpson and the Marvel superheroes. Advertisers are leaning on nostalgia more than they used to in Super Bowl ads, according to Kimberly Whitler, a marketing professor at the University of Virginia's Darden School of Business. Nods to the past can broaden the appeal of an ad to different generations and connect products to positive cultural moments, she said. Celebrity mash-ups Putting celebrities together in unexpected combinations can also broaden the appeal of a commercial. In their Super Bowl ad for Michelob Ultra, actors Catherine O'Hara and Willem Dafoe are pickleball champs. Soccer star David Beckham and actor Matt Damon are long-lost twins who bond over Stella Artois. Celebrity chef Gordon Ramsay and comedian Pete Davidson team up for a HexClad commercial, while Post Malone, Shane Gillis and Peyton Manning have a block party with Bud Light. A slew of celebrities, including Matthew McConaughey, Martha Stewart, Greta Gerwig and Charlie XCX, appear in an ad for Uber Eats. Linli Xu, an associate professor of marketing at the University of Minnesota's Carlson School of Management, said celebrity endorsements can get people talking. But with dozens of brands using them, there's a risk of diminishing returns. Celebrities can also get so much attention that viewers don't remember which brand they're advertising, Xu said. 'There is a balancing act in terms of having celebrities in the ads,' she said. Serious moments It isn't all fun and games at the Super Bowl this year. Pharmaceutical company Novartis urges women to get early detection for breast cancer. Dove warns that half of girls who quit sports have been criticized for their body type. Hims & Hers, a telehealth company, talks about America's obesity epidemic. For the third Super Bowl in a row, Come Near — a nonprofit that promotes the teachings of Jesus — is running an ad as part of its He Gets Us campaign. The ad, featuring Johnny Cash's cover of 'Personal Jesus,' shows everyday people being helpful and heroic. And the Foundation to Combat Antisemitism, founded by New England Patriots Chairman and CEO Robert Kraft, has a stark ad featuring Snoop Dogg and Tom Brady saying what they hate about each other, in an effort to show how pointless hate is. Xu said she expected more ads promoting that unifying message. But for the most part, advertisers went with humor, she said. 'We just had an election year and there's a lot of discussion around divisiveness,' she said. 'People might be wanting to see some unity, everybody coming together as a country.' Artificial intelligence arrives Several Super Bowl ads make the case for AI as a helpmate. Chris Pratt, Chris Hemsworth and Kris Jenner team up for an ad wearing Meta 's smart glasses, which use artificial intelligence to answer questions about what wearers are seeing. Actor Walton Goggins pitches GoDaddy Airo, which uses AI to help build websites and social content. And Google's '50 States, 50 Stories' campaign will show viewers a small business from their state that's using Google's Gemini AI assistant. But Cirkul, a water bottle brand, pokes fun at AI, showing comedian Adam Devine accidentally ordering 100,000 bottles using the AI assistant on his phone.
