The Brief

If you're wondering whether it is truly worth the $8 million to $10 million cost per 30 seconds to air a commercial during the Super Bowl, just ask the creative minds behind the pro-Jesus advertising campaign "He Gets Us."

According to Come Near, the group managing the "He Gets Us" campaign, after airing commercials in three previous Super Bowls, they have seen nearly 10 billion video views, more than 70 million visitors to their website HeGetsUs.com and an awareness of the campaign so high that 40% of adults in the U.S. now know about He Gets Us.

And they expect that awareness to only expand with their fourth Super Bowl ad this Sunday titled "More," focused on the pressures many feel in modern society to pursue more of everything.

"There's not a lot of moments like this. … We're looking for moments where people really congregate," says Simon Armour, chief creative officer for Come Near, which has crafted the "More" ad as part of a campaign called "Loaded Words." "We're constantly asking, 'Are we really meeting people where they're at?'"

Offering a distinctly non-commercial message in the middle of the world's biggest advertising showcase is certainly one way to stand out. But that's only one of the many messages featured in an event that set a record last year — and the year before — as the most watched single telecast in U.S. history.

A dive into the raft of ads airing in the Big Game that were released early, aimed at rocketing around social media to build buzz before their debut Sunday, revealed the typical mix of celebrities, nostalgia, special effects and bold humor we see every year.

New in the mix: A few efforts encouraging fans to build their own Super Bowl commercials, including an option from Uber Eats allowing users to make 1,000 versions of celebrity-filled ads and a contest sponsored by Artlist.io, an AI platform for video creation, offering $60,000 for the best subscriber-created spot.

And, as we have seen in recent years, there's a decided lack of commercials offering any kind of sharp social message. At a time when America seems more divided than ever, most advertisers don't seem keen on spending millions to address the social or political issues of the day.

Of course, the most impressive messages may not surface until the Big Game itself. But here's a look at some of the most interesting commercials unveiled in advance, offering a look at the bold swings marketers are about to take on the biggest stage in media.

Best use of a self-deprecating celebrity, Part 1: Raisin Bran's 'Will Shat'

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One of the coolest things in modern pop culture has been to watch Star Trek icon William Shatner morph from an overacting, self-serious stick in the mud into a goofy celebrity who begrudgingly accepts that it's better to play along with his peculiar kind of fame rather than resist it. The 94-year-old comes full circle with this ad for Raisin Bran that deftly spoofs both the result of eating all that fiber, Shatner's roots in science fiction and the scatological word game people likely have played with his last name for eons, introducing him in the commercial as a character named Will Shat. My favorite moment: when he looks over at a pet and asks, "Is that dog a Shih Tzu?" As a bonus, the Shat-man even made news in real life, when paparazzi thought he was eating a bowl of cereal while driving (he was actually posing for a photo shoot.)

Most touching reference to Big Brother: Ring's 'Search Party: Be a Hero'

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Tell people that video doorbell company Ring can remotely link a bunch of cameras to look for something, and many may wonder if they've stumbled into a George Orwell novel. But show people how Ring cameras can be tasked to help find some of the 10 million dogs who go missing every year — using its new, free Search Party feature — and you have a teary, sentimental spot for the Big Game that pulls on the heartstrings while downplaying any concerns about Big Brother invading their privacy (fear not, Search Party is a program you have to opt into).

Best argument to Hollywood for using AI: Xfinity's 'Jurassic Park … Works'

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Cool as it is to suggest that one tech geek from Xfinity could have kept all the dinosaurs from escaping Jurassic Park, the telecommunication company went one better in this ad – basically showing the potential for de-aging and computerized imagery in film by creating new scenes for the 1993 movie featuring stars Sam Neill, Laura Dern and Jeff Goldblum. In Xfinity's new spot, they're jogging with herds of dinosaurs and posing for pictures with a T. rex instead of running for their lives. Of course, a happy ending invalidates the film's whole "egotistical man shouldn't meddle with natural ecosystems he doesn't understand" message. But it will probably sell an awful lot of Wi-Fi service.

Best use of a self-deprecating celebrity, Part 2: TurboTax's 'The Expert'

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Adrien's Brody's over the top antics while portraying a TurboTax expert – despite the company's insistence that the program helps keep taxes "drama free" — is a delicious send-up of his own self-serious reputation. (My fave moment is when he screeches "If there's no drama, then there's no Adrien Brody!") It's almost enough to make you forget the record-setting arrogance of his way-too-long best actor acceptance speech at last year's Oscars ceremony. Almost.

Best headfake around men's silly sensibilities: Novartis' 'Relax Your Tight End'

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What's the best way to let men know there's now a less, um, invasive way of checking for prostate cancer than the old school finger method? This commercial, featuring football heroes like former New England Patriots tight end Rob Gronkowski and former Tampa Bay Buccaneers coach Bruce Arians urges men to relax their tight end — complete with shots that seem to depict that relaxation — thanks to the invention of a blood test to check for early signs. It's all a bit of cheeky good fun — OK, I couldn't resist that one — aimed at getting men to get over their hangups and get tested regularly for a disease that has an impressive survival rate if caught early.

Best use of class warfare: Hims & Hers' 'Rich People Live Longer'

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Fresh off a controversy from last year, which found the telehealth company criticized for not being fully transparent about the side effects of its weight loss drugs, Hims & Hers is back with a spot that declares "the wealth gap is a health gap." Rapper and actor Common provides the voice-over for this spot, which shows wealthy people accessing all kinds of treatments and preventive care as the narration notes, "all that money doesn't just buy more stuff — it buys more time." Watching a big corporation spend millions pitching its products as an affordable way to bridge that gap, at a time when medical expenses are one of the leading causes of bankruptcy in the U.S., feels a little odd. But it's also a stroke of genius.

Best parody of a competitor: Pepsi's 'The Choice'

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This spot, starting with a computer-generated polar bear getting confused after picking Pepsi over Coca-Cola in a blindfolded taste test, works in all kinds of ways. It pokes at Coke's longtime use of computerized bears in its own Big Game ads back in the day while indulging a bit of nostalgia. Extra points for a moment later in the ad that references the infamous Coldplay kiss cam incident and a cool cameo from impish director Taika Waititi.

Most questionable joke: DoorDash's 'Beef 101'

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In the ad, 50 Cent presents the latest iteration of his beef with Sean "P Diddy/Puff Daddy" Combs as an epic exercise in tongue-in-cheek trolling. He reaches into a DoorDash pouch to pull out a bag of Cheesy Puffs, a pack of combs and a bottle of cognac he says is "aged four years … or 50 months. Who's keeping count?" But I bet Combs, now sitting in federal prison after his conviction on prostitution-related charges, surely is. And those who recall the allegations of sex crimes and abuse which surrounded the Combs trial, might not find a commercial seeking laughs by referencing that traumatic situation to be much fun at all.

Most shameless pandering to bro culture: Bud Light's 'Keg'

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Football legend Peyton Manning, comic Shane Gillis and musician Post Malone seem mostly wasted in a nonsensical ad featuring an entire wedding party tumbling down a steep hill in pursuit of a single keg that fell off a dolly. Gillis gets the punchline, turning to the camera to say, "I give it a week," presumably in reference to the wedding. I'm betting most viewers forget about this uninspired ad even quicker.

Best use of a conspiracy theory I might actually believe: Uber Eats: 'Hungry for the Truth'

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This spot continues the concept Uber Eats floated in last year's Super Bowl ad, featuring Matthew McConaughey insisting the NFL organized this whole professional football thing as a ruse to sell more food. This time, he's torturing poor fellow movie star hunk Bradley Cooper — who mostly looks like he just wants to be seen wearing gear featuring his beloved Philadelphia Eagles — pointing out all the NFL players named after food. But when he shows Cooper that the NFL Hall of Fame building looks just like a juicer — gotta say, I was nearly convinced.

Nearly 30% more students in Los Angeles County experienced homelessness from 2022-23 to 2023-24, making it the county’s highest rate in the past five years and far outpacing the rate of homelessness across the state in the same timeframe, as the resources to identify and support this student population have decreased.

The UCLA Center for the Transformation of Schools published two reports on Wednesday on the state of student homelessness in the county: “Rising Numbers, Fading Resources: Students Experiencing Homelessness in Los Angeles County” and “Hidden in Plain Sight: Fear, Underidentification, and Funding Gaps for Housing-Insecure Students in Los Angeles County.”

Researchers found that Norwalk-La Mirada Elementary Unified School District had the highest rate of student homelessness in the county — 1 in 3 students, meaning that over 4,700 students were identified as experiencing homelessness during the 2023-24 school year out of a total cumulative enrollment of about 15,600.

The city of Norwalk, where the district is located in the eastern region of the county, was sued by the state in 2024 for banning emergency shelters and other support services for people experiencing homelessness. Last year, the state reached a settlement with the city, which was forced to overturn the ban and put $250,000 toward building affordable housing.

Student homelessness is defined differently under the McKinney-Vento Homeless Assistance Act, a federal law that requires every public school to count the number of students who are living on the street, in shelters, in motels, in cars, doubled up with other families, or moving between friends’ and relatives’ homes.

As a result of this expanded definition, McKinney-Vento includes doubled-up students in the count of homelessness. Doubled-up is a term used to describe children and youth ages 21 and under living in shared housing, such as with another family or friends, due to various crises.

There were a few other patterns seen in the L.A. County data analyzed by the UCLA researchers:

• Latino students were disproportionately more likely to experience homelessness: they represent 65% of the county’s student population, but 75.5% of student homelessness
• A third of homeless students were in high school
• Many districts with the highest rates of homelessness had higher school instability but lower dropout rates

While McKinney-Vento has an expanded definition that includes more types of homelessness than several other definitions, identifying students remains difficult.

The second report from the UCLA Center for the Transformation of Schools focuses on the lack of dedicated funding for school staff to identify and support homeless students. Students and families facing homelessness do not always self-identify, whether due to fear, shame or being unaware that their housing situation is considered homelessness under McKinney-Vento.

“A lot of these young people are dealing with a lot of trauma, so they don’t want to be identified. They don’t want to be pointed out; sometimes it’s scary for them, because they think we’re going to report them to the Department of Children and Family Services,” said L.A. County Office of Education staff interviewed for this report.

School staff, known as homeless liaisons, who work with homeless students received a historic influx of federal funds during the Covid-19 pandemic — $98.76 million for California, out of $800 million nationwide, from the American Rescue Plan-Homeless Children and Youth.

That funding has since ended, and there is no other dedicated, ongoing state funding set aside solely for the rising number of homeless students. This has led districts in California to “heavily depend on highly competitive and unstable federal streams,” the UCLA researchers wrote. Those federal streams have become increasingly precarious as the federal administration last year sought policy changes that would shift how they are structured.

This is a developing story and will be updated. For the most up-to-date information about the fire you can check:

• CalFire incident page
• Latest evacuation map
• For more updates, follow the Riverside County Fire Department.

Multiple evacuation orders are in place for residents near the Spring Fire burning in east of Moreno Valley in Riverside County. The fire was first reported around 11 a.m.

As of this afternoon, the fire has reached about 1,500 acres.

West of the Spring, a separate bush fire near Acton also began Friday afternoon. The Crown Fire has burned 280 acres and is 0% contained.

The basics

• Acreage: 1,500 acres as of Friday afternoon
• Containment: 0%
• Structures destroyed: None reported
• Deaths: None
• Injuries: 0
• Personnel working on fire: 105
  
  • 2 helicopters
  • 23 engines
  • 2 dozers
  • 2 crews

Evacuation map and orders

Evacuation orders have been issued by the Riverside County Sheriff’s Department for the following areas:

• MOE-0507
• MOE-0747
• MOE-0745
• MOE-0641
• MOE-0746
• MOE-0744
• RVC-0748
• RVC-0826
• RVC-0825

Evacuation warnings

Authorities say those who require additional time to evacuate and those with pets and livestock should leave immediately.

• MOE-0504
• MOE-0505
• MOE-0506
• MOE-0633
• MOE-0636
• MOE-0637
• MOE-0638
• MOE-0639
• MOE-0640
• MOE-0743
• MOE-0822
• MOE-0823

Evacuation shelters

Valley View High School
13135 Nason St.
Moreno Valley, 92555

Animal Shelter

San Jacinto Animal Shelter
581 S. Grand Ave. San Jacinto 92582

Road closures

Gilman Springs Road is closed from Alessandro Road to Bridge Street, according to Cal Fire.

What we know so far

The Spring Fire was first reported around 11 a.m. Friday near Gilman Springs Road as a 5-acre fire that grew to 1,000 acres by 1:45 p.m.

Conditions are fairly windy and dry in that area, according to the National Weather Service. Wind gusts reached 20 to 30 mph from the east. The Santa Ana wind event is expected to last into tomorrow.

Listen to our Big Burn podcast

Fire resources and tips

Check out LAist's wildfire recovery guide

If you have to evacuate:

• Why fire officials don't want you to stay and defend your home
• How to get packed up
• How to leave your house
• What evacuation terms mean and how to sign up for alerts

Navigating fire conditions:

• How to drive in high winds and fire danger
• How to prep for power outages
• How to navigate poor air quality

How to help yourself and others:

• Resources for fire victims, evacuees and first responders
• If you want to help fire victims, resist the urge to volunteer
• How to help find lost pets

How to start the recovery process:

• What to do — and not do — when you get home after a wildfire
• How to make an insurance claim
• How to safely clean up wildfire ash

What to do for your kids:

• How to talk to children about wildfires and losing a home
• What parents should know about wildfire air quality

Prepare for the next disaster:

• Every day is now fire season. Let's get you ready for the next wildfire
• Yes, wildfires are getting worse. The history that got us to this moment

The Trump administration did not include funding in its federal budget proposal for Los Angeles Metro’s key plan to use thousands of buses to transport fans to scattered venues hosting the 2028 Games.

L.A. Metro’s Board and California Democrats have repeatedly appealed to the administration to provide federal dollars for the region’s "transit-first" Games. The president’s budget request released Friday didn’t provide a dime of the $2 billion the countywide transportation agency is seeking.

The 92-page document is a signal of the administration’s priorities for the budget for the next fiscal year, which begins Oct. 1. Ultimately, the U.S. Congress decides how federal dollars are spent.

Rep. Sydney Kamlager-Dove, who represents Culver City and parts of Los Angeles, wrote a letter with her California Democratic colleagues to the administration in February calling this budget process the “final opportunity” to secure Metro’s funding request.

U.S. Representative Sydney Kamlager-Dove is one of the California Democrats leading advocacy in Washington, D.C., to secure L.A. Metro's $2 billion federal funding request.

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Assembleymember Sydney Kamlager Facebook Page

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In a statement to LAist, Kamlager-Dove said she was “incredibly disappointed” that Metro was excluded in the president’s budget request.

“At the end of the day, Congress has the power to appropriate money,” she said. “Despite the president’s lack of foresight, I will continue to advocate to ensure this funding is included so L.A. Metro has what they need to succeed.”

Rep. Pete Aguilar, who has a seat on the Congressional subcommittee overseeing federal transportation appropriations, said President Donald Trump has talked about the Olympics “time and time again,” pointing to the most recent State of the Union as an example.

“Our charge is to ensure that they adequately fund this and that they put the resources behind it so they aren't just using it as a talking point, but they're actually leaning in,” Aguilar told LAist in an interview before the president’s proposed budget request was released.

What would the money be used for?

Metro plans to essentially double its bus fleet for the 2028 Games by temporarily acquiring, operating and storing nearly 1,750 additional buses for spectators. The agency says that will cost about $1 billion. The remainder of the appropriations request would be for pedestrian improvements and designing a network of roads for Games vehicles, among other uses.

Seleta Reynolds, Metro’s chief of innovation and Games mobility planning, said at a January Metro Board meeting that finding and preparing the real estate where the buses will be staged involves a lead time of two years, meaning the agency would need a “chunk of funding available by this summer.”

Initially, Metro had asked for $3.2 billion to support a plan to temporarily use 2,700 buses. Metro reduced the estimate for the number of buses needed after LA28, the Games organizing committee, refined the venues and schedule for events.

That reduction, plus other federal funding that Metro has received to partially support station and light rail improvements, brought the total amount of money in the federal appropriations request down to $2 billion, the countywide transportation agency said.

“Without the full level of funding requested, the complete scope of the [Games Enhanced Transit System] would not be feasible, as the cost of operating this temporary system exceeds Metro’s available operating resources,” the agency said in its statement.

Jacie Prieto Lopez, a spokesperson for LA28, told LAist in a statement before the president released his budget request that the organizing committee was supporting partners in Congress and the administration, who are leading the budget and appropriations process.

"With the full support of federal transit money for the games, we can collectively create a positive commuting experience," Prieto Lopez said.

Success with buses during LA84

A bus system similar to the one Metro is planning for 2028 was critical to the success of the 1984 Olympics in Los Angeles.

Metro's predecessor, Southern California Rapid Transit District, deployed 550 additional buses, hundreds of new drivers and 24 routes to move people around the city for the Olympics.

A view of the Los Angeles Memorial Coliseum during the closing ceremony of the 1984 Summer Olympics, Los Angeles, 12th August 1984.

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Steve Powell

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Getty Images Europe

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In the run-up to those Games, one California Highway Patrol official warned the L.A. Times that congestion around the L.A. Memorial Coliseum would be so extreme that drivers would abandon their cars on the freeway. Headlines warned of "traffic woes."

Instead, the Olympics offered a surprising reprieve from L.A.'s typical traffic. More than 1 million passengers took buses to the Games.

Rich Perelman, who led press operations for the 1984 Olympics and edited the official report on the Games, told LAist that in 1984, no public funds were used for the additional bus fleet. Bus tickets and some donations and corporate sponsorships covered the cost.

Perelman said organizers pulled off the bus system by staying focused on the areas where parking was sparse, such as the Coliseum. According to the official report, nearly 80% of rides on the bus system were to Exposition Park.

" It was a transit-smart approach," Perelman said. " If there was plenty of parking, we didn't say you have to take the bus. We didn't make any nonsensical claims of 'no-car Games' or 'transit only Games.’"

Security funding from the federal government 

Transportation funding is just one bucket that the federal government is expected to contribute for the Olympics.

The budget released by the Trump administration Friday contained major increases for the Department of Homeland Security, including some linked to Olympics preparations. It asks for additional funding for the FBI and Secret Service, which leads security planning for the Games.

Last year, Trump's "One Big Beautiful Bill" allocated $1 billion for Olympics security costs.

But exactly how that money will be distributed has yet to be determined — and L.A. politicians have expressed concern that the funds may come with strings attached that the city of L.A. will find hard to swallow.

It's also possible that money could face delays that could disrupt Olympics planning. The federal government was late in awarding hundreds of millions of dollars that it promised for security for the World Cup this year — a delay the Trump administration attributed to the Homeland Security shutdown.

This story first appeared on The LA Local.

Across from an auto shop on Venice Boulevard and Albany Street sits a narrow, sunken strip of land lined with overgrown shrubs and cacti. It’s mostly filled with trash — from plastic bags and cups to containers, straws, chip bags and aluminum foil.

It’s original purpose was to capture and filter storm water runoff, helping reduce flooding and keep pollutants from flowing into the ocean. But neighbors in Pico Union say that this bioswale and many others across the city have become dumping grounds.

The sidewalk features were installed during former Mayor Eric Garcetti’s Complete Streets program around 2018. The initiative aimed to improve streets, add greenery and better manage stormwater along key corridors across the city.

Local resident Aurora Corona — a longtime Pico Union community organizer involved in local environmental and cleanup efforts — said in some instances it looks like the bioswales were not fully installed.

Citywide, there are about 23 bioswales that appear abandoned, Corona said. Many are located in central and South Los Angeles and spread across at least eight council districts.

In some cases, the concrete structures were installed but left without vegetation for years, Corona said, raising concerns that they were never able to function as intended.

Heberto Portobanco, owner of the Nicaraguan restaurant Portobanco in Pico Union, first noticed the bioswale outside his business about eight years ago, but it became hard to ignore about two years ago when it became a hazard.

“We had an accident, one of the people who does maintenance for us came and fell into it,” he said.

The bioswale was deeper and not fully finished, Portobanco said. After multiple people reported what happened to the city, Portobanco said the city added more soil to level it out.

“The idea might be nice, but if it’s not maintained, it’s a problem,” Portobanco said.

The biggest concern for Portobanco remains safety, especially as he said that people continue to use the space improperly or fail to notice it altogether.

He would be willing to help maintain the bioswale outside his restaurant if the city created a formal program to do so.

For him, keeping the space clean is also about pride and perception.

“I don’t want people to think that Latinos are careless and that we don’t take care of our surroundings,” he said, adding that a well-kept space could encourage others to take better care of the neighborhood.

Corona, the local organizer, has experienced similar issues to the ones Portobanco described. 

She lives near two bioswales, including the one near Portobanco’s restaurant.

She first encountered them while organizing a cleanup around 2024 and said she didn’t initially know what they were. What she did know was that they were not being taken care of.

“I was tired of seeing this being a dumping ground, they would just throw trash here all the time,” she said.

That frustration pushed her to take action. She thought of what she had already done with other public spaces in her community.

In 2024, she helped transform a neglected dirt space on Venice Boulevard and Union Avenue into a small community green area — also known as a median — using local grant funding. With the help of volunteers, they removed contaminated soil and planted drought-tolerant greenery.

“It’s only been here since November and it’s grown a lot,” she said about the green belt, pointing to plants that started as small pots and are now taking root.

Corona continues to organize cleanups and, through the city’s “Adopt-a-Median” program, works with neighbors to maintain the space. She said she’d like to see a similar model applied to bioswales — essentially an “Adopt-a-Bioswale” program that would allow residents to take ownership of the ones near them.

“I think people would step up if they were given the chance and the support,” she said.

Across from an auto shop on Venice Boulevard and Albany Street sits a narrow, sunken strip of land lined with overgrown shrubs and cacti. It’s mostly filled with trash — from plastic bags and cups to containers, straws, chip bags and aluminum foil.

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Marina Peña

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The LA Local

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The program for the bioswales, as she envisions it, would involve planting California natives such as dudleya edulis, dudleya pulverulenta and other species that can withstand the weather. It would also call for improving their visibility by painting the bioswale borders in colors that reflect the neighborhood.

That idea has already been discussed at the city level.

Steve Kang, president of the city’s Board of Public Works, agrees that many bioswales now sit “barren” and are treated as “more of a trash repository.” 

He said his office is now working to create a program similar to “Adopt-a-Median” that would allow community members and organizations to formally maintain bioswales.

“My intention is to make the process as seamless and easy as possible,” Kang said, adding that the goal is to launch the program sometime in 2026.

Under the proposal, participants would enter into agreements with the city, with support from the Office of Community Beautification, which can provide tools like gloves, trash bags and gardening supplies.

For residents like Corona and business owners like Portobanco, that kind of partnership could turn what are now neglected strips of land into something more useful. 

“If we take care of these spaces, they can become something people are proud of,” Corona said. “It changes how people see the neighborhood and how they treat it.”