Here's why you're seeing more A-list celebrities in ads than ever before

Matthew McConaughey starred in a Super Bowl ad for Uber Eats in 2025.

Uber Eats

• US brands spent over $1 billion on celebrity talent for ad campaigns in 2025, per a report from XR.
• Pay guarantees for celebrities from brands have jumped 47% since 2019.
• CMOs are under pressure to deliver results and cut through across a proliferation of channels.

Forget AI influencers. Major brands are spending more than ever on human talent to star in their ad campaigns.

US...