The Super Bowl is just around the corner, and while many viewers tune in for the football or halftime performances, others are eagerly anticipating the high-profile advertisements that have become an integral part of the event. This year, a handful of startups are joining the ranks of established brands like Budweiser and Coors, shelling out millions for a coveted ad slot. But what drives these startups to invest in such an expensive marketing strategy?

According to Bernard Schmitt, a marketing professor at Columbia Business School, the Super Bowl offers a unique opportunity for startups to flaunt their prowess and stand out in a crowded market. "It gives you bragging rights," Schmitt explained in an interview with TechCrunch last year. "Now I can say, 'Oh we had an ad on the Super Bowl.' It changes the image. It sounds like you are a major player, a serious player."

This year, several startups are taking the plunge, including fintech company Ramp, which has enlisted the help of Philadelphia Eagles' star running back Saquon Barkley for its 15-second ad. The commercial, which features Barkley buried in a mountain of expense reports, was conceived, shot, and finished in just seven days, according to Ramp co-founder and CEO Eric Glyman.

OpenAI is also making its Super Bowl debut, although details of the ad remain scarce. The move is seen as a strategic play in the increasingly competitive AI landscape, following rival Anthropic's five-second ad last year. Meanwhile, telehealth company Hims & Hers is running a provocative 60-second ad that criticizes the makers of approved weight-loss drugs, a move that has drawn attention given the company's own FDA investigation.

Prebiotic soda brand Poppi is airing its second Super Bowl commercial, titled "Soda Thoughts," which explores the guilt people face when contemplating drinking a soda. The ad features creators Alix Earle, Jake Shane, and Rob Rausch from Love Island USA. Finally, Papaya Global, a global workforce payment platform, is returning for its second Super Bowl ad, focusing on the complexities of global payroll.

While the costs of a Super Bowl ad can be daunting, some startups have seen significant returns on investment. Papaya Global's 2024 ad garnered 114 million views, tripling traffic to the company's website. As the startup landscape continues to evolve, it will be interesting to see whether this marketing strategy pays off for these bold startups.

One thing is certain: the Super Bowl has become a premier platform for startups to make a statement and assert their presence in the market. As the battle for brand visibility and credibility intensifies, it will be fascinating to see which startups emerge as winners in the years to come.