The dust has settled, and the post-game analysis is in.
Sunday night’s showdown wasn’t just about football – brands battled it out for consumer attention in one of the most competitive advertising arenas in the world. With a staggering $8 million price tag for a 30-second slot and over 37 million viewers, the stakes were high. Some ads scored big, while others missed the mark.
Here’s our team of expert’s breakdown of the common themes, winners, and losers from the 2025 Super Bowl commercial lineup:
Nod to Nostalgia
Nostalgia marketing is everywhere right now, tapping into consumers’ fondness for the past to spark positive emotions. This trend carried over to the Super Bowl, where some of the most well-received ads leaned into familiar faces, classic moments, and long-standing brand traditions.
One of the most iconic throwbacks came from Hellmann’s, which reimagined the legendary When Harry Met Sally diner scene with a modern twist. Not only did Billy Crystal and Meg Ryan reprise their roles, but rising Gen Z star Sydney Sweeney made a surprise appearance to close out the spot, bridging generations in a clever, memorable way.
Budweiser also leaned into nostalgia with its beloved Clydesdales, a staple of the brand’s identity since the 1930s. The ad not only honored this long-standing tradition but also evoked an emotional response, following a young foal’s journey that left viewers feeling truly heartwarmed.
Overreliance on Influencers
This year, some brands took the influencer and celebrity approach a bit too far, using them for star power rather than a clear purpose. Take Poppi, for example, which featured viral internet personalities like Jake Shane and Alix Earle. Unfortunately, the ad didn’t resonate with consumers. Poppi is facing criticism for relying on influencers without adding real substance or meaning to the campaign.
Dunkin’ also received backlash with their return to the “DunKings” series. While the ad aimed to replicate the success of last year’s lighthearted spot, many felt it didn’t live up to the original. The absence of Matt Damon and a muddled storyline made the ad feel more complicated and less engaging than the simple humor fans loved in 2024.
Not all celebrity-driven ads missed the mark, though. Jeep and Pringles earned praise for their unique takes. Harrison Ford’s Jeep ad stood out for its authenticity and strong narrative, with many appreciating the clever wordplay of Ford starring in a Jeep ad.
On the other hand, Pringles took a comedic route with Adam Brody, who highlighted iconic celebrity mustaches like those of Nick Offerman and James Harden, playing off the Pringles logo in a way that felt fresh and fun.
Fan Favorites
Some other honorable mentions for favorite ads include the unique creative approaches taken by Angel Soft and Liquid Death. Angel Soft sponsored a 30-second “bathroom break” before the halftime show, while Liquid Death took a clever approach with a play on drinking on the job. Both ads stood out for their strong, clear creative direction and distinctive points of view – delivering memorable messages without relying on celebrity appearances or overused gimmicks.
The response to Nike’s ad was overwhelmingly positive, as it spotlighted female athletes and the challenges they face daily. With a powerful message about staying true to oneself and defying expectations, the ad struck an emotional chord with consumers, making it one of the standout moments of the night.
Missed the Mark
Some ads this year didn’t resonate, either because they relied on tired concepts or because the creative just didn’t land. Homes.com, for example, has been running similar ads year after year, and the novelty has worn off. What was intended to be humorous ended up feeling like a tired attempt at stretching a joke too thin for the time slot.
Coffee Mate also missed the mark with their commercial featuring a dancing tongue, which left consumers feeling unsettled and confused. The odd concept failed to connect, leaving viewers with a bad taste – literally and figuratively. Sometimes, an idea just goes too far, and the brand loses its way.
Post-Game Review
As we wrap up the post-game analysis, it’s clear that Super Bowl commercials continue to be a critical battleground for brands. Some emerged victorious, winning over viewers with nostalgia, authenticity, and creative ingenuity, while others stumbled with overused concepts and lackluster execution. To stand out in such a high-stakes environment, brands must focus on meaningful creativity rather than relying solely on trends or star power.
