Super Bowl? More like Silver Bowl

Super Bowl commercials have always been a showcase for pop culture.

But this year, something was different.

For the last two weeks, I haven’t been able to quite put my finger on it, and then it hit me.

The usual parade of Gen Z darlings and internet sensations has been replaced by a roster of A-listers over 50.

Eugene Levy (and eyebrows) hamming it up for Little Caesars.

Willem Dafoe and Catherine O’Hara bringing their signature charm to Michelob Ultra. 

And the iconic trio of Matthew McConaughey, Martha Stewart, and Kevin Bacon in Uber Eats’ “Century of Cravings” spot.

Even WeatherTech got in on the action with their “Born to Be Wild” badass grannies.

But why the sudden shift? Is this a strategic pivot or just a happy coincidence?

Or is it, most importantly, that we all just collectively love seeing Daddy McConaughey doing, well, basically anything? (Yes. The answer is yes.)

One big factor in the rise of the silver economy: money.

Americans over 50 account for 51% of all consumer spending, according to the AARP. If they were a country, they’d have the third-largest economy in the world, just behind the U.S. and China.

For years, marketers have chased younger audiences, believing them to be the holy grail of brand loyalty.

But with Gen Z and Millennials tightening their budgets, it seems brands are now courting the demographic that actually has disposable income—and they’re using familiar, beloved faces to do it.

That’s why this year’s Super Bowl spots were packed with actors, musicians, and athletes who ruled the 80s, 90s, and early 2000s. I mean, we know nostalgia sells.

Millennials and Gen Xers—now in their peak spending years—are suckers for anything that reminds them of a simpler time.

There’s also a broader cultural shift at play. Longevity culture is making “age is just a number” feel real.

Celebrities over 50 aren’t just active in Hollywood—they’re redefining what ageing looks like.

Jennifer Lopez, Halle Berry, and Keanu Reeves prove that charisma, influence, and aspirational lifestyles don’t fade with time. With people working, dating, and staying fit well into their later years, advertisers are finally reflecting that reality.

Hollywood’s younger stars are often a social media scandal away from controversy. And in an era where brand safety is paramount, that’s a gamble many advertisers aren’t willing to take.

Veteran actors, on the other hand, tend to have built-in goodwill, broader appeal, and fewer PR landmines. Think about it—who’s more universally beloved? A 25-year-old TikTok sensation or Paul Rudd? Exactly.

The takeaway for marketers

Super Bowl ads are always a litmus test for cultural trends, and this year’s “Silver Bowl” is a wake-up call for brands.

The days of ignoring older consumers in favour of chasing fickle, ad-averse younger audiences may be coming to an end. Smart marketers will lean into this shift, recognising that aspirational marketing doesn’t have to be youth-obsessed.

Instead, it can celebrate longevity, nostalgia, and, most importantly, the people who actually have the spending power to turn a campaign into a success.

So, is this a temporary trend or a lasting shift? If the numbers are anything to go by, brands would be wise to keep the mics hot and the cameras rolling for their 50-plus icons. The Silver Economy is here to stay.

-Sophie, Writer