The Super Bowl isn’t just about football—it’s the biggest stage for advertising in the world. This year 127.7 million viewers tuned in, so brands go all out, spending over $8 million for just 30 seconds of airtime to make a lasting impact. But beyond the flashy commercials, Super Bowl ads identify the key advertising trends that make a real impact on consumers throughout the year.
If you work in digital advertising, media buying, creative marketing, or brand strategy, keeping an eye on Super Bowl ads is a must. They reveal what resonates with audiences, showcase the most effective storytelling techniques, and highlight the most effective emotional triggers driving engagement this year.
Why Super Bowl Ads Are So Influential?
Here are the top 4 reasons why you should keep an eye on Super Bowl ads every year and analyze them:
Super Bowl Ads Reflect Cultural Trends
Super Bowl commercials act as a mirror to society, pop culture, and technology. If a theme, celebrity, or meme appears in a Super Bowl spot, it’s a strong indicator that it will dominate marketing strategies for the year
They’re Big Investments, Made by Top Experts
With brands pouring millions into production, casting, and teasers, aside from the pricey airtime, these ads are crafted by top creative minds. Super Bowl commercials are among the most expensive ads ever produced, featuring A-list talent, blockbuster-level production, and high-stakes storytelling.
These aren’t just ads—they’re case studies in high-budget marketing. Studying them reveals what works in visual storytelling, audience engagement, and ROI-driven advertising.
They Shape the Advertising Playbook
Super Bowl commercials are more than just entertainment—they set the benchmark for advertising innovation. Marketing professionals, students, and creative agencies analyze these ads to refine their own strategies.
Some of the most iconic ad formats, like teaser campaigns and extended cuts, were pioneered by brands during the Super Bowl. Even advertising professors at major universities use Super Bowl commercials as teaching materials for their marketing and communications courses.
If you want to stay ahead in digital advertising, Super Bowl ads should be your annual masterclass in brand messaging, creativity, and audience connection.
They Influence All Forms of Advertising
What happens at the big game doesn’t stay at the big game. Expect these trends to trickle down into YouTube ads, social media campaigns, influencer marketing, and even B2B advertising.
The Biggest Super Bowl Ad Trends of 2025
Now, let’s dive into the biggest Super Bowl ad trends of 2025 and what they mean for advertisers moving forward.
1. Celebrities + Humor = Instant Engagement
Super Bowl ads have always leaned on star power, and 2025 was no different—over 60% of commercials featured celebrities. But this year, humor played an even bigger role in making these ads memorable.
Humor and celebrities boost engagement and memorability. Expect to see more brands tapping into unexpected celebrity pairings and witty storytelling across digital and traditional media.
Examples:
Bud Light’s “Big Men on the Cul-de-Sac”
A hilarious spot starring comedian Shane Gillis, musician Post Malone, and football legend Peyton Manning, showing them throwing the ultimate neighborhood party.
Michelob Ultra’s “The Ultra Hustle”
Actors Willem Dafoe and Catherine O’Hara teamed up to hustle younger couples in a game of pickleball, proving that age is just a number (especially when you’re competitive!).
Uber Eats’ “Super Bowl Was Created to Sell Food”
Featuring Matthew McConaughey, Kevin Bacon, Martha Stewart, and Charlie XCX, this ad delivered humor and unexpected twists, making it one of the most talked-about ads of the Super Bowl Lix.
Mountain Dew “Blast of Tropical Lime” and Little Ceasar’s “Flying Eyebrows”
A little on the nose, with Seal the singer is the singing seal.
And Eugene Levy’s statement eyebrows gain a life of their own from eating the crazy puffs.
2. Nostalgia is Stronger Than Ever
Nostalgia sells—big time. Nearly 45% of this year’s Super Bowl ads featured nostalgic elements, tapping into feel-good memories to build an emotional connection.
Examples:
Hellmann’s “When Sally Met Best Foods”
A playful nod to When Harry Met Sally, reuniting Meg Ryan and Billy Crystal in a way that delighted longtime fans.
This ad featured beloved brand mascots like the Jolly Green Giant and the Kool-Aid Man, reminding viewers why these characters were so iconic.
Expect to see more nostalgia-driven marketing in 2025, whether it’s classic pop culture references, old-school brand mascots, or callbacks to beloved old trends, movies, and TV shows.
3. Purpose-Driven Storytelling Takes Center Stage
More brands are stepping up to inspire and empower rather than just entertain. Ads focusing on resilience, diversity, and social impact greatly impacted this year.
Examples:
Featuring top female athletes like Caitlin Clark, Jordan Chiles, and Sha’Carri Richardson, this ad highlighted the struggles and triumphs of women in sports.
4. Extended Ads & Multi-Platform Storytelling
Super Bowl ads don’t stop at the game. Brands are now releasing longer versions online, stretching the conversation before and after the event.
Examples:
Budweiser’s “Timeless Traditions”
The TV ad ran for 30 seconds, but Budweiser released a 2-minute extended version on YouTube featuring behind-the-scenes footage of their iconic Clydesdale horses.
The 30-second ad isn’t enough anymore. Brands should consider multi-platform storytelling, leveraging YouTube, Instagram Reels, TikTok, and influencer collaborations to amplify their message.
5. AI Takes the Spotlight
Artificial Intelligence (AI) is no longer just a behind-the-scenes tool—it has taken center stage in super bowl ads. Brands are showcasing AI-powered innovations in ways that resonate with consumers, making AI more approachable and highlighting its real-world applications.
Examples:
Google’s “Helpfulness in Every Moment”
This ad demonstrated Google’s latest AI-driven accessibility tools, such as real-time speech recognition for visually impaired users.
AI is no longer a futuristic concept—it’s here now, and brands are using Super Bowl ads to demonstrate how AI enhances convenience, creativity, and business efficiency. Expect more AI-powered solutions and storytelling in digital advertising throughout the year.
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Super Bowl ads are a goldmine of insights if you’re in advertising. They don’t just entertain—they reveal what works in marketing today and what will dominate ad campaigns for the rest of the year.
So next time you see a Super Bowl commercial, don’t just enjoy it—analyze it. What are the strategies behind these ads? In the coming months, they’re about to influence everything from TikTok campaigns to LinkedIn B2B marketing.
Check out all of the official Superbowl commercials in one reel!
