Where Were Creators at the Super Bowl?

Sunday’s Super Bowl commercials sparkled with A-List celebrities such as Dolly Parton, Matthew McConaughey and Larry David. Largely absent from the prime time broadcast? Social media influencers. 

Internet personalities have mingled with the mainstream famous at events like the Met Gala and parlayed their internet notoriety into success in more traditional media. TikTok star Addison Rae had a lead role in the Netflix movie “He's All That” last year, for instance, and fellow TikTokers Chase Hudson and Bella Poarch have both released hit singles. Charli D’Amelio, now the most-followed person on TikTok, made a splash in a Sabra hummus commercial in 2020. So it was surprising to see so few social media creators in the biggest Super Bowl TV ads this year.