The last appearance of Stella Artois on the Super Bowl ad roster came in 2019, when the brand revived Sarah Jessica Parker as Carrie Bradshaw from the HBO series “Sex and the City” and Jeff Bridges as “The Dude” from the 1998 film “The Big Lebowski.” In 2025, a new duo aims to emphasize “quality moments in life,” says Jones.

Meanwhile, the fast-growing Michelob Ultra label takes its active-lifestyle mien to a higher level, with septuagenarian performers Catherine O’Hara and Willem Dafoe posing as pickleball hustlers, the better to cop Ultras off unsuspecting athletes such as Sabrina Ionescu, shot put gold medalist Ryan Crouser and NFL Hall of Famer Randy Moss.