The Super Bowl is one of the most-watched events on American television, drawing in 123 million viewers worldwide last year.
Now a marketing powerhouse, the event provides brands with an unparalleled platform to premiere their highly anticipated commercials. With 30-second spots costing $7 million, brands are maximising campaign exposure and building anticipation in the lead-up to game day.
From celebrity cameos to bold storytelling, these sneak peeks tease what’s ahead for the year’s biggest advertising event. We’ve taken a a look at some of the standout campaigns already making waves ahead of kick off. You can also watch every video on out YouTube Playlist here.
A
Angel Soft
Angel Soft is making its Super Bowl debut with a unique approach to the half time break.
The brand’s teaser encourages fans to take a bathroom break during their half time
commercial, titled ‘Potty-Tunity.’
Apple
Kendrick Lamar gets wet in his feature for Apple Music’s captivating teaser that sets the stage for a collaboration that merges music, culture and sports. As the official halftime sponsor, Apple Music is a masterclass in leveraging star power to create pre-game hype. The teaser leaves fans eager to see how the full story unfolds with special guest SZA dumping a bucket of Gatorade over Lamar in a slow mo prank.
B
Bud Light
Post Malone and Shane Gillis make their cameo holding a case of Bud Light on a video doorbell.
After asking “Is this it?” and “C’mon,” they check their phones and realise the party is out back. They both walk away cracking open a can, with Malone jumping and kicking his feet together.
Bosch
Bosch’s big game teaser features actor Antonio Banderas alongside the late WWE star “Macho Man” Banderas, dressed in a tuxedo, offers to open a jar of pickles for the struggling wrestler as he opens the jar with ease adding a humorous touch to the ad. Tony tells “Macho Man” to “Thank Bosch for putting us in the same big game ad” fuelling anticipation for the full commercial on game day.
Budweiser
Budwesier’s 2025 Super Bowl teaser marks the return of a Clydesdale foal to their advertising after more than a decade. The teaser shows the ears of a foal next to the other horses with the message ‘Coming Super Bowl LIX’ above the foal’s ears hinting towards an ad that will tug on heartstrings, while symbolising the brands dedication and resilience.
C
Coffeemate
Nestle’s Coffeemate have teased their celebrity guest with a redesigned bottle of coffee creamer. The bottle is covered in leopard print and a cowboy hat with the title the ‘queen of cold foam.’
Coors Light
Coors Light’s new Super Bowl teaser offers a “case of the Mondays.” With over 26 million Americans skipping work the Monday after the game, the ad aligns with this trend. It features “Mondays Light” packaging and ends with the tagline, “The case of the Mondays never felt so chill,” humorously nodding to post-game absences.
The second ad features Timothy Simons struggling with a “case of the Mondays.” Playing an actor, he mispronounces the line “That’s not my problem” as “That’s not my pasta.”
The ad promotes Coors Light’s limited-edition “Mondays Light” 12-packs, with director Rich Sommer humorously suggesting Simons needs a replacement. It brings humour and refreshment to post-game Mondays.
D
Doritos
Doritos has teamed up with Kansas City Chiefs stars Patrick Mahomes, Creed Humphrey, Chris Jones, and Xavier Worthy in a focus group to choose the fan-made ad for the big game. This marks the return of their ‘Crash the Super Bowl’ campaign.
The teaser creates a sense of playful fun with the team’s mascot even making an appearance amongst the discussion.
Dunkin’ Donuts
The DunKINGS are back featuring Ben Affleck, Casey Affleck and Jeremy Strong.
Strong is humorously depicted emerging from a Dunkin’ can covered in coffee grounds explaining his deep immersion in the role.
F
Fanduel
Titled the ‘Kick of destiny 3’ the ad focuses on sibling rivalry between NFL legends Peyton and Eli Manning. The narrative centres around Eli’s unfulfilled dream of becoming a kicker, a path he claims to be overshadowed by his family’s expectations to become a quarterback.
The teaser sets the stage for a live field goal showdown between the brothers scheduled during the Super Bowl pregame show with FanDuel users to predict the winner for a share of 10 million dollars in bonus bets.
G
GoDaddy
GoDaddy returns to the Super Bowl after eight years with a teaser featuring a race car and the message “we’re back.”
The full ad will unveil GoDaddy Airo, an AI-powered tool designed to help small business owners grow their online presence.
H
Häagen-Dazs
The ice cream brand teases its Super Bowl debut with a mysterious figure revving a car engine, asking, “Who’s driving?”
Hellmann’s
Hellmann’s pays homage to 80s rom-coms with a nod to When Harry Met Sally. The teaser features a waitress reading a hilariously specific sandwich order, ending with a familiar voice saying, “on the side.”
HexClad
HexClad’s Super Bowl commercial features celebrity chef Gordan Ramsay and comedian Pete Davidson in a hilarious Area 51 setting.
Ramsay is shown HexClad pans by a government official stating they are made from alien spacecraft materials. In the humorous ending to the ad the ‘alien’ is revealed to be Pete Davidson.
I
Instacart
Instacart’s first Super Bowl ad captioned ‘Big Game Deals’ captures food lovers and pop culture. The snippet features brand mascots including the ‘old spice guy’ played by actor Isaiah Mustafa, the Pillsbury Doughboy and a cameo from the Heinz weiner dog. The playful collaborations of mascots hints at a larger gathering for the full ad.
L
Little Caesars Pizza
Eugene Levy tries the new bacon and cheese Crazy Puffs, causing his eyebrows to comically fly off in amazement.
His daughter, Sarah Levy, makes a humorous cameo, quipping, “My dad’s eating Crazy Puffs again!”
M
Meta
Meta’s Super Bowl ad showcases their collaboration with Ray Ban for their AI. smart glasses. The ad features Kris Jenner, Chris Hemsworth and Chris Pratt.
Michelob ULTRA
Athletes from runners to golfers are competing for an ultra. The ad ends with the slogan ‘Superior is worth playing for.’
The second ad teases actors Catherine O’hara and William Dafoe as unexpected pickleball hustlers, highlighting the brands ‘Play for an Ultra’ campaign.
MSC Cruises
For their first Super Bowl ad, MSC Cruises enlisted Drew Barrymore and Orlando Bloom. Barrymore sings an off-key rendition of ‘Holiday’ while Bloom cringes, highlighting their comedic chemistry.
Mountain Dew
Mountain Dew are gearing up for their seventh Super Bowl with the introduction of their ‘Mountain Dude’. The campaign focuses on outdoor adventure, as the ad shows Yeti’s dancing with Mountain Dew fans.
N
Nerds
Country star Shaboozey performs his rendition of ‘What a Wonderful World,’ while enjoying Nerds Gummy Clusters. His surroundings transform into a candy wonderland, featuring gummy characters from last year’s ad.
P
Pringles
Pringles returns for the eighth year, teasing four celebrity cameos in their ad. The redesigned cans hint at which stars will “move from the big screen to the big game,”. Fans are invited to guess who.
O
OREO
Oreo’s big game teaser taps into relatability and fun by showing two best friends deciding whether to watch one more episode or binge the entire series. To decide the two friends leave it up to the Oreo by twisting it and deciding what side the cream will be on. The ad ends with a hilarious shot of the two friends waking up in daylight after binging the entire series.
R
Ram Trucks
Ram Trucks Super Bowl commercial stars Glenn Powell with a whimsical retelling of Goldilocks and the Three Bears, as he explores different Ram truck models.
Reese’s
Reese’s collaboration with creative agency Erich and Kallman has built a buzz of anticipation for the brands 2025 Superbowl ad. The brand has released two 15 second ads both full of lava.
The first teaser features an elderly woman racing toward lava on a mobility scooter. The second shows a bride running from her ceremony, screaming “lava.” These hint at the return of fan-favorite ‘Lava Big Cups,’ with the full 30-second spot premiering on February 9th.
Ritz Crackers
Ritz have teased their celebrity cameo by adding features of the star studded guest to a Ritz cracker.
S
Squarespace
The teaser titled ‘A tale as Old as Websites’ offers a glimpse into the journey of a man and his donkey amongst the vast countryside. The teaser sets the tone of anticipation and adventure, inviting viewers to tune in February 9th to witness the continuation of this story.
Samsung
Samsung promotes their supersize picture enhancer in their Super Bowl commercial featuring celebrity guest Tim Meadows. The collaboration between the actor and comedian with the electronics brand leans into comedy as he rings Samsung to praise how he can watch the big game from absoloutely anywhere on his new television.
Stella Artois
Stella Artois teases who their next celebrity guest will be in their Super Bowl teaser featuring football star Davd Beckham. The plot of the teaser follows Beckham as his parents reveal that he has a twin brother in America, as the ad ends with fans left to wonder who is other David which will be revealed on game day.
T
Taco Bell
Taco Bell have made their return to the Super Bowl after three years with a unique teaser. Featuring Grammy winner Doja Cat, she playfully attempts to photobomb fans at Taco Bell’s ‘Live Mas Drive-Thru Cams.’
Tubi
Tubi’s teaser features a couple during an ultrasound appointment. The doctor informs the couple that their baby is going to be in a ‘big game commercial this year.’ The teaser hints towards Tubi introducing a new character in its Super Bowl campaign.
Turbo Tax
Turbo Tax’s Super Bowl ad stars Issa Rae humorously navigating the complexities of tax filing. The actress emphasis’s the ease and convenience of Turbo Tax’s ‘done for you’ tax preparation services.
U
Uber Eats
Ubereats Super Bowl teaser is jam packed with celebrity features with pop star Charlie XCX, cookbook author Martha Stewart and actor Matthew McConaughey. Their teasers lean into pop culture moments and comedy, with the unlikely pairing of Martha Stewart and Charlie XCX, as they throw shade at each other in the ‘we listen and we dont judge’ trend.
The creator of brat summer Charlie XCX also features in her own solo teaser where she breaks down the big game in clubbing terms in a hilarious second ad.
Matthew McConaughey is unrecognisable as he impersonates NFL legend Mike Ditka while perfecting his impression in the mirror throughout the ad.
