Social Media Influencers in TV Ads - Complete guide

For decades, the Super Bowl was the exclusive playground of Hollywood royalty. A-list actors, legendary musicians, and sports icons competed for our attention in 30-second, multi-million dollar spots. But if you watched the Big Game in recent years, you might have noticed a new kind of celebrity sharing the screen with the likes of Ben Affleck.

They are the creators, the dancers, the comedians who built their fame not on movie screens, but on our phone screens. Social media influencers have officially arrived on the biggest advertising stage of them all. Here’s a look at how creators like Charli D’Amelio, MrBeast, Khaby Lame, and others have made the leap from viral videos to national television.

1. Charli D'Amelio: The TikTok Queen Meets Dunkin' and Ben AffleckWhen you think of Dunkin', you think of Boston, coffee, and, thanks to a brilliant marketing campaign, Ben Affleck. So how did a 19-year-old TikTok dancer become part of that iconic brand identity? The answer lies in the power of authenticity and a perfect cultural collision.

Charli D’Amelio, the most followed person on TikTok, is famously a massive Dunkin' fan. Her "dunkin' runs" with her family were a staple of her early content. So, when Dunkin' decided to create a Super Bowl campaign centered around Ben Affleck’s obsession with the brand, bringing in Charli was a stroke of genius.

The first ad, "Who Is Ben," played on the generational gap. Charli, working the drive-thru, doesn't recognize the Hollywood superstar. It was a hilarious and self-aware joke that perfectly highlighted her massive, younger fanbase's potential unfamiliarity with Affleck's stature. The follow-up ad, "Is that you?" , was even more brilliant. It showed the famously serious actor attempting, and failing, to learn one of Charli's TikTok dances. The awkwardness was pure gold.

Watch the iconic collaborations:

Dunkin' | "Who Is Ben" ft. Ben Affleck & Charli D'Amelio: 

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Dunkin' | "Is that you?" (Ben Affleck Learns to Dance): 

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This campaign was a landmark moment. It proved that a social media influencer could not only coexist with a traditional A-lister but could be the central comedic force of a Super Bowl ad. Charli brought the cultural cachet of TikTok, a platform of billions, directly into America's living rooms.

2. MrBeast: From YouTube Stunts to Feastables EmpireJimmy Donaldson, better known as MrBeast, is arguably the most successful YouTuber in history. He built his audience on a foundation of elaborate stunts, massive giveaways, and a deeply generous persona. When he launched his chocolate bar company, Feastables, it was a natural extension of his brand.

But MrBeast didn't just want to sell candy bars to his existing subscribers. He wanted to go mainstream. And what's more mainstream than the Super Bowl? His Feastables commercial was a perfect distillation of his YouTube style, condensed into a 30-second spot. It was big, loud, visually chaotic, and promised something exciting. The ad wasn't just a product pitch; it was an event, mirroring the high-stakes challenges his fans love.

See MrBeast's foray into TV advertising:

MrBeast Feastables Super Bowl Commercial: 

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Feastables Massive Relaunch Commercial: 

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MrBeast's Super Bowl ad represented a new frontier. It was a creator using his own massive platform to fund a traditional media blitz, effectively bridging the gap between the old and new worlds of entertainment. He proved that a YouTuber could produce a spot that looked and felt just as professional as anything from a major brand, while retaining the unique energy that made him famous.

3. Khaby Lame: The Silent King of Web3

In a world of loud, fast-talking influencers, Khaby Lame built a 160-million-strong following by doing the opposite: saying absolutely nothing. His signature style—a deadpan, wordless reaction to overly complicated "life hacks"—made him a global phenomenon. So, when the cryptocurrency platform Binance wanted to explain the complex world of Web3 to a mainstream audience, who better than the man who can communicate anything with just a look?

Khaby's commercials for Binance are a masterclass in leveraging an influencer's unique persona. They don't rely on technical jargon or complex explanations. Instead, they use Khaby's signature, silent, and sarcastic style to simplify Web3 concepts. He looks at confusing, convoluted ways of doing things, then shows the "Khaby way"—the simple, easy way, powered by Binance. It's the same formula that made him famous, now applied to a multi-billion dollar industry.

Watch Khaby demystify Web3:

• Khaby Lame x Binance - Web3 Made Easy: 

  

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This partnership showed that influencers could be more than just faces for a brand. They could be translators, using their established communication style to make intimidating topics feel accessible and even fun. Khaby's global appeal also gave Binance a truly international ambassador.

4. Alix Earle and Jake Shane: The New Wave for Poppi (Super Bowl LIX)

The trend of using influencers in TV ads continues to evolve. For Super Bowl LIX in 2025, the prebiotic soda brand Poppi made its television debut by tapping into the zeitgeist of the moment. They cast two of the most talked-about creators on the internet: Alix Earle and Jake Shane.

Alix Earle rose to fame through her raw, unfiltered "Get Ready With Me" videos on TikTok, becoming a favorite for her relatable and chaotic energy. Jake Shane, known as "octopusslover8," built a massive following with his hilarious reenactments of absurd historical and pop culture stories. Poppi's ad, titled "Soda Thoughts," brought their distinct personalities together in a way that felt fresh, funny, and deeply online. It was a clear signal that brands are now looking for creators who represent a specific, authentic vibe, not just a large number of followers.

See the Poppi Super Bowl ad:

• Soda Thoughts | poppi Super Bowl LIX 2025 Commercial: 

  

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5. Addison Rae: Paving the Way for NERDS and American Eagle

Before Charli D'Amelio, there was Addison Rae. As one of the very first TikTok stars to achieve mainstream crossover success, she has been a pioneer in bringing the platform's aesthetic to traditional media. Her collaborations with brands like American Eagle were natural fits, blending her relatable, girl-next-door image with the clothing line's marketing.

But perhaps her most playful TV appearance was for NERDS candy. In a Super Bowl teaser, she played a dance coach, a role that perfectly played to her strengths as a dancer and her established online persona. It was a fun, energetic spot that used her influence to inject the brand with youthful, TikTok-friendly energy.

Watch Addison Rae's NERDS Super Bowl Teaser:

• NERDS Super Bowl Teaser ft. Addison Rae: 

  

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The Big Picture: Why Influencers Are Now TV Stars

The rise of influencers in Super Bowl commercials isn't just a fad. It represents a fundamental shift in marketing and culture. These creators have something that traditional celebrities sometimes lack: a deeply personal, authentic connection with a massive, engaged audience. They are trusted by their followers in a way that a movie star might not be.

By casting them in TV ads, brands are buying a direct line to that trust and that engagement. They are signaling that they are current, that they understand youth culture, and that they are willing to meet consumers where they are—even if that means learning a TikTok dance or letting a silent comedian explain cryptocurrency.

For a broader look at how creators dominated recent Super Bowls:

• Top 10 Super Bowl Commercials 2025 (Summary): 

  

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From Charli D'Amelio's deadpan drive-thru cameo to MrBeast's explosive Feastables spots, the line between social media star and television icon is officially gone. The phone screen has merged with the TV screen, and the influencers are here to stay.

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