By: Andre Van Niekerk
Every February, the Super Bowl isn’t just about football; it’s about the commercials. Brands bring their A game to capture the hearts and wallets of millions watching. In 2025, with ads reportedly selling for more than $8 million for a 30-second spot (Variety), the stakes were higher than ever.
For marketing professionals, watching the Super Bowl is like watching a masterclass in creative strategy. Some ads nail it, becoming part of the cultural conversation for weeks, while others quietly fade into obscurity. Here are my top 15 picks from Super Bowl 2025 – my personal view on which brands truly stood out this year.
15 Super Bowl Ads: Creativity and Storytelling
This year, advertisers raised the bar with some of the most creative and memorable ads in recent history. Here are the top 15 commercials that captured hearts and minds during Super Bowl LIX:
- Bud Light: Big Men on Cul-De-Sac
Featuring music superstar Post Malone, comedian Shane Gillis, and NFL Hall of Famer Peyton Manning as the Big Men on Cul-De-Sac (BMOC). The trio elevates a neighborhood party by using leaf blowers to launch Bud Light cans as invitations, showcasing their entertaining expertise and state-of-the-art gadgets. The spot emphasizes Bud Light’s association with fun and camaraderie in everyday settings.
- Michelob Ultra: Pickleball Hustle
Catherine O’Hara and Willem Dafoe brought their comedic chops to the world of pickleball in this ad, portraying a hilariously intense match that ultimately celebrated the lighter side of competition.
- Lay’s: Potato’s Journey
Lay’s delivered a heartwarming story about a single potato’s journey from farm to chip bag. Narrated with warmth and humor, it emphasized the brand’s farm-to-table commitment, leaving viewers craving a bag of Lay’s.
- Pfizer: Knock You Out
Set to the iconic Rocky theme, Pfizer’s ad celebrated cancer survivors and the resilience of the human spirit. The ad featured real cancer patients and survivors, making it one of the night’s most emotional and inspiring moments.
- Varsity: Flag Football Frenzy
This high-energy commercial showcased the inclusivity and fast-paced excitement of flag football, featuring youth athletes of all ages and abilities, emphasizing teamwork and fun over competition.
- Nike: So Win
Nike’s first Super Bowl ad in 21 years celebrated women in sports. Featuring a lineup of female athletes pushing boundaries and breaking records, it inspired viewers to defy limits and reach for greatness in every aspect of life. The ad ended with the powerful tagline, The future of sport is limitless.
- Stella Artois: Meet Dave
In a surprising comedic twist, David Beckham discovered he has a long-lost twin named Dave, played by Matt Damon. The two hilariously navigate life as celebrity siblings over a few pints of Stella Artois.
- Instacart: We’re Here
Featuring an Avengers-style team of iconic commercial characters, is a masterclass in “Hey, I know that reference!” moments, practically demanding a rewind to catch them all.
- Ram Trucks: Storytime with Glen Powell
Actor Glen Powell narrated a touching tale of a family’s cross country road trip, highlighting the reliability and legacy of Ram trucks. The ad blended nostalgia with modern storytelling.
- Hellmann’s: When Harry Met Sally Reunited
Meg Ryan and Billy Crystal reunited at Katz’s Deli after 35 years in this nostalgic nod to When Harry Met Sally. The ad cleverly promoted Hellmann’s mayo with plenty of laughs and callbacks.
- Marvel Studios: The Fantastic Four: Thunderbolts
Marvel fans were treated to a thrilling teaser for The Fantastic Four, showcasing the new cast for the highly anticipated reboot. The brief glimpse left fans buzzing with anticipation.
- Dunkin’: DunKings Reunion
Ben Affleck returned for another Dunkin’ ad, this time bringing his brother Casey and Patriots legend Bill Belichick into the fold. The commercial celebrated Boston’s Dunkin’ obsession with humor and heart.
- Pringles: The Call of the Mustaches
A whimsical ad featuring animated moustaches had audiences laughing as they called Pringles cans to join them on a quirky adventure.
- Coors Light: Slow Monday
This light-hearted ad portrayed sloths slowly navigating the Monday after the Super Bowl, capturing the universal feeling of post-game sluggishness.
- Little Caesars: Eugene Levy’s Eyebrows
Eugene Levy’s expressive eyebrows became the stars of this humorous ad for Little Caesars, bringing a playful, absurd twist to the brand’s image.
Why the Super Bowl Is More Than Just a Game
The Super Bowl is more than a sporting event—it’s a cultural phenomenon. While other once reliable shared experiences like the Oscars have struggled to maintain relevance, the Super Bowl keeps growing. It’s cementing its position as a collective media experience, something people across America and beyond eagerly anticipate every year. It’s a rare unifying moment—a time when friends, families, and total strangers gather around screens big and small to watch the same thing live. In a world where media consumption is increasingly fragmented, the Super Bowl remains the last true mass audience event.
Pros and Cons of Running a Super Bowl Ad
With a price tag north of $8 million for just 30 seconds, brands face a tough decision when it comes to investing in a Super Bowl ad. Is it worth it? The answer isn’t always straightforward. Here’s a closer look at the upsides and potential pitfalls:
The Pros
- Unmatched Reach and Impact: With more than 100 million viewers, the Super Bowl is a marketer’s dream. No other event delivers that kind of immediate, mass exposure.
- Cultural Relevance: A successful Super Bowl ad can become part of pop culture, generating buzz for weeks.
- Multi-Platform Boost: These days, the value isn’t just in the game day airing. Super Bowl ads live on through social media, YouTube, and media coverage, often reaching millions more in the days that follow.
The Cons
- The Enormous Cost: At $8 million or more, it’s a risky investment, especially if the ad fails to resonate with viewers.
- High Expectations: Viewers expect Super Bowl ads to be funny, emotional, or groundbreaking. Falling short can be worse than not running an ad at all.
- Fleeting Attention: Even the best ads have just 30 seconds to make an impression. A lot can go wrong in a short window.
So, Is It Worth It?
For brands with deep pockets and the right creative idea, the Super Bowl can be a game changing moment. But it’s not for everyone. Smaller brands might get more value from digital campaigns or targeted media buys. However, for the ones that do it right, the rewards are immense.
Super Bowl 2025 was a reminder of why this event continues to capture the world’s attention. From awe inspiring ads to unforgettable halftime performances, it’s one of the last true moments of collective media joy – a celebration of creativity, culture, and, of course, football.
What will 2026 bring? Only time (and $8 million more dollars) will tell…
Taken from: Carat