Super Bowl 60 unfolded at Levi’s Stadium in Santa Clara, California, with the Seattle Seahawks outperforming the New England Patriots in a game defined by strong defense, special teams precision and a sensational halftime show. Alongside the intense gridiron action, the advertising landscape also made headlines, featuring an unprecedented focus on artificial intelligence in high-profile spots.
First Half: Defensive Battle and Field Goals
Seahawks Take Early Control
The Seahawks established dominance early in Super Bowl 60, holding a 9-0 lead over the Patriots at halftime. Seattle’s scoring came entirely from the foot of kicker Jason Myers, who drilled field goals from 33, 39 and 41 yards, exploiting opportunities created by effective ground gains from Kenneth Walker III.
Both offenses struggled to generate sustained drives in the opening half, with the Patriots failing to reach the end zone and punting on multiple possessions. Sanctions on Patriots quarterback Drake Maye further disrupted New England’s offensive rhythm, contributing to Seattle’s control of field position.
Patriots’ Response Falls Short
Seattle’s defense continued to stymie New England in the third quarter, preventing scoring and forcing a turnover that kept the Patriots trailing. The Seahawks’ methodical play calling and defensive pressure ensured they maintained the lead entering the game’s decisive stages.
Second Half Surge and Scoring Breakthrough
Seahawks Score First Touchdown
It was not until the fourth quarter that the first touchdown of Super Bowl 60 was scored. Quarterback Sam Darnold connected with tight end A.J. Barner for a significant score, extending Seattle’s advantage and breaking open what had been a defensive duel.
The Patriots managed to respond with a late touchdown drive from Drake Maye to Mack Hollins, but multiple interceptions and Seattle’s scoring resilience propelled the Seahawks to a commanding victory.
Final Result and Championship Outcome
Seattle closed out the game with a final 29-13 victory over New England, securing their second Super Bowl title and highlighting the effectiveness of balanced defense, key special teams play and strategic offensive execution.
Halftime and Cultural Highlights
Bad Bunny Makes History
The Apple Music Super Bowl halftime show featured Bad Bunny as the first solo Spanish-speaking headliner, delivering a culturally rich and energetic set that included appearances by Lady Gaga, Ricky Martin, Cardi B, Karol G and other notable figures. His performance emphasized Latin heritage and musical diversity, drawing widespread attention across social platforms and media coverage.
Advertising Trends: AI and Creative Commercials
AI Takes Center Stage in Ads
Super Bowl 60 continued the trend of high-visibility technology ads, with several companies using artificial intelligence as a core theme. Anthropic aired commercials critiquing rival OpenAI’s advertising plans, while OpenAI itself prepared a high-profile spot tied to its flagship tools. Other ads showcased AI-enabled products, such as Oakley Meta’s glasses, Wix’s AI tools and Svedka’s AI-generated robotic characters.
The abundance of AI ads sparked mixed reactions from viewers, with many fans expressing fatigue early in the game due to repeated technology-focused spots.
Other Standout Commercials
Beyond AI, advertisers delivered a variety of creative narratives: traditional brands leaned into humor and celebrity cameos, health-focused campaigns highlighted wellness products and services, and nostalgic storytelling appeared in spots from legacy names like Pepsi and Dunkin’.
Comments:
Super Bowl 60 balanced powerhouse football with cultural spectacle and marketing innovation. Seattle’s decisive win underscored the team’s defensive strength and special teams execution, while Bad Bunny’s historic halftime show became a defining moment. On the advertising front, the prominence of AI-themed commercials reflected tech’s growing footprint in mainstream media, sparking debate among viewers but also showcasing how brands are leveraging the game’s massive audience for high-impact messaging.
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