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Super Bowl Synch Report: Brands Lean on Familiar Hits in Lucrative Year for Publishers
Super Bowl 2025's commercial music synchs have Sony Music Publishing leading the pack with a total of 14 synchs, including Bruce Springsteen.
Of all the ultra-familiar songs appearing in Super Bowl LIX ads — from Bruce Springsteen ‘s “Born to Run” to Van Halen ‘s “Panama” to Louis Armstrong ‘s “What a Wonderful World” to Seal ‘s “Kiss from a Rose” — the most sentimental may be the Bellamy Brothers ‘ “Let Your Love Flow,” used in a Budweiser spot about a horse rescuing a keg from a raging river and rolling it into a bar. The song’s story, and its timeless feel, exemplify the Super Bowl synchs this year; viewers won’t hear much contemporary music a la 2024’s Ice Spice-enhanced Starry spot featuring the rapper’s hit “Deli.” H.E.R. Childish Gambino ‘s 2018 anti-racist anthem “This Is America” appears in a Hims & Hers ad about a weight-loss drug: “Historically, Donald [Glover, who performed and co-wrote the song] and his team have been pretty selective about where they license ‘This Is America.’ They don’t pursue much,” says Rob Christensen, executive vp/head of global sync for Kobalt, the rapper’s publisher.
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