The Super Bowl isn’t just for football fans, it’s a prime stage for showcasing creative, bold, and unforgettable commercials.
This year, brands used diverse themes and strategies to create 2025’s must-see Super Bowl ad.
Nostalgia
Many brands tapped into viewers’ memories of the past bringing back beloved characters, iconic scenes, and cultural references.
By blending the old with the new, these ads not only evoked a sense of familiarity but also aligned their products with timeless moments from the past.
Hellman’s ad was one of the most standout in terms of nostalgia by incorporating Hellman’s mayonnaise with a reimagining of 80s rom-com classic ‘When Harry Met Sally.’
Meg Ryan and Billy Crystal returned to Katz’s Delicatessen, recreating the “I’ll have what she’s having” scene. The ad’s inclusion of actress Sydney Sweeney bridged the gap between classic cinema and modern audiences, giving the ad a timeless yet modern twist.
Instacart’s Super Bowl spot included an array of familiar faces from grocery brand mascots to iconic characters from past Super Bowl commercials including, The Pillsbury Doughboy, Heinz Wiener Dogs, and The Old Spice Guy to name a few.
The brand’s inclusion of these mascots positions Instacart as an integral part of consumer’s lives through their incorporation of cherished and timeless household brands. The brand successfully leverages nostalgia, creating an engaging and emotionally effective ad.
Other nostalgic nods included Carl’s Jr. reviving the Paris Hilton era with Alix Earle in a cutout bodysuit, Budweiser’s classic Clydesdales, and the Muppets for Booking.com.
Female Empowerment
Chappell Roan was right, we really were in need of a Feminomenon and the Super Bowl ads did not disappoint. Several highlighted the influence of women in sport:
Nike shone an empowering spotlight on female athletes in a significant move for their first Super Bowl commercial in 27 years, focusing solely on female athletes.
The ad featured an array of notable female athletes including basketball star Caitlin Clark, among others to celebrate their achievements, power, and the brand’s commitment to women in sports.
The commercial received 13,000 mentions online, making it the most talked about brand, according to Brandwatch.
In true Dove style, they came to the Super Bowl with a poignant message for their ‘Keep Her Confident’ Super Bowl campaign.
Featuring a three-year-old girl happily running, the ad highlighted the statistic that one in two girls who quit sports are criticised for their body type.
The ad urged for a change in the way we as a society speak to young girls to keep them confident and active in sports.
Weird, Wacky and Wonderful
In the realm of Super Bowl advertising, creating a standout Super Bowl ad is tough, leading brands to use unconventional and bizarre approaches that leave a lasting impression.
Mountain Dew’s singer Seal turning into an actual seal has to be one of the wackiest commercials to lead the pack of unconventional ads. The commercial begins with singer Becky G taking a sip of Mountain Dew to be transported to a tropical island with Seal singing ‘Kiss from a Rose.’ The ad finishes with sharks and a volcano with a Seal appearing back in human form to humorously finish the ad.
Despite the ad’s bizarre storyline leaving viewers confused and puzzled, it has achieved significant discussion and attention online further highlighting how the absurd drives brand recognition and engagement.
Another brand that left viewers astonished is Coffee Mate, the brand embraced the weird and unconventional approach in their Super Bowl ad.
The spot begins with a man enjoying his coffee only for his tongue to come to life and start singing and dancing ‘Gimme Cold Foam’ performed by country star Shania Twain.
The ad’s wacky imagery and catchy song created a memorable and arguably iconic moment during the ad break.
Tubi unveiled its Super Bowl ad revealing a baby with a head in the shape of a cowboy hat indicating his love for Westerns. At the start of the ad he is bullied by others but as times change and westerns become cool he is finally accepted and encourages others to love what they love.
Despite the ad’s weird and wacky visuals of a boy with a cowboy-shaped head, the ad has a strong message encouraging Tubi’s viewers to celebrate their individualism rather than just following trends.
Star Value
The Super Bowl ads delivered an extensive array of star-studded commercials utilising celebrities and creator’s star power within their ads. Thus, creating buzz, hype, and excitement.
Uber Eats’s commercial titled ‘The Football Conspiracy’ featured huge celebrities including actor Matthew McConaughey, celebrity cook Martha Stewart, pop star Charli XCX, Kevin Bacon, Great Gerwig, and Sean Evans amongst the narrative that football was invented solely to sell food.
The blending of humour and star power entertained viewers making it one of the standout commercials of the big game.
Lastly, Soda brand Poppi leaned into using creators and influencers in their Super Bowl ad, including ‘it girl’ Alix Earle, Therapuss comedian Jake Shane, and video creator Robert Rausch.
Poppi was highlighted as a healthier alternative to traditional sodas, leaning into Gen Z’s love for health and wellness.
