Super Bowl commercials have always been a big deal, drawing millions of viewers who tune in just as much for the creative spots as for the game itself. Lately, though, children have been stealing the spotlight in these high-stakes ads. Brands seem to love featuring kids, and it’s not hard to see why they work so well at grabbing attention and tugging at heartstrings. From emotional stories to cute moments, young faces are popping up more than ever in these pricey productions.
Last year, during the 2025 Super Bowl, kids appeared in about 37 percent of the ads, according to reports from advertising experts at Adweek. One standout was Pfizer’s touching spot called “Knock Out,” which followed a young boy battling cancer and celebrating his return home from the hospital. It earned top marks for being the most appealing ad of the night. Another favorite came from Lay’s, with their “Little Farmer” commercial showing a little girl helping her dad plant potatoes on the family farm.
This year, the trend continued strong with Google’s ad promoting their Gemini AI tool. It featured a mom using the technology to help her young son visualize their new life in a different home. The heartfelt scene landed among the most popular commercials once again. These examples show how kids can turn a simple product pitch into something memorable and emotional.
Experts point out several smart reasons why advertisers keep turning to children. For starters, kids help viewers relate directly to the message, especially when young audiences see peers enjoying a product. This sense of similarity makes the brand feel more approachable and trustworthy. Plus, children naturally draw eyes to the screen, sparking feelings of warmth, protection, or even nostalgia in adults.
Another big factor is the way family decisions work when it comes to buying. Kids often influence what parents pick up at the store, a phenomenon sometimes called pester power. This is especially true for snacks, toys, tech, and entertainment items. Research from groups like the American Psychological Association has long noted how children can sway household spending while being more vulnerable to persuasive tactics.
On the digital side, things have evolved even further. Today, ads blend into content with kid influencers and family channels that feel like genuine fun rather than sales pitches. This approach boosts reach and builds trust with viewers. However, it also blurs lines between play and promotion, raising questions about what’s fair for the children involved.
Of course, not everyone loves this trend, and it sparks plenty of debate among parents and professionals. Concerns often focus on whether kids can truly consent to being in the public eye, especially with lasting online footprints. There’s also worry about how children are portrayed, avoiding stereotypes or anything that could harm their development. Privacy issues come up too, particularly with data collection in digital marketing.
Organizations like UNICEF highlight risks around targeting young audiences online and stress the need for strong protections. In places like the European Union, rules from directives on audiovisual services aim to safeguard minors in media. Croatia follows similar guidelines through its laws on electronic media and minor protection. These frameworks try to balance creative advertising with ethical standards for everyone involved.
Overall, using kids in Super Bowl ads taps into powerful emotions and smart marketing strategies that deliver results. Yet the ongoing discussions remind us to think carefully about the impact on the children themselves. As brands chase those viral moments, finding the right balance will keep mattering a lot.
What do you think about kids starring in big ads like these—share your thoughts in the comments.
