Super Bowl 2025 Commercial Themes and Trends
Nostalgia in Advertising
Many brands tapped into viewers’ collective memories, reviving beloved characters, iconic scenes, and cultural touch points to create emotionally resonant campaigns.
By seamlessly blending the past with the present, these ads not only sparked familiarity but also reinforced their brand’s connection to timeless moments.
One standout example was Hellmann’s, which delivered a nostalgic twist by incorporating its mayonnaise into a reimagining of the 80s rom-com classic When Harry Met Sally.
Meg Ryan and Billy Crystal returned to Katz’s Delicatessen, recreating the legendary "I’ll have what she’s having" scene. The addition of Sydney Sweeney bridged the gap between classic cinema and today’s audiences, giving the ad a fresh yet nostalgic appeal that resonated across generations.
Instacart’s Super Bowl ad was a star-studded tribute to nostalgia, featuring a mix of beloved grocery brand mascots and iconic characters from past Super Bowl commercials. Familiar faces like The Pillsbury Doughboy, Heinz Wiener Dogs, and The Old Spice Guy made memorable appearances, tapping into viewers’ emotional connections with these timeless brands.
By integrating these well-known mascots, Instacart positioned itself as an essential part of consumers' everyday lives, reinforcing its role in delivering the brands they know and love. The campaign masterfully leveraged nostalgia, creating an ad that was both engaging and emotionally resonant.
Female Empowerment Takes Center Stage
Chappell Roan was right—we needed a Feminomenon, and the Super Bowl delivered. This year’s ads championed the impact of women in sports, showcasing their strength, achievements, and influence on a global stage.
Nike made a powerful statement with its first Super Bowl commercial in 27 years, dedicating the entire ad to female athletes. The spot featured a lineup of trailblazing women in sports, including basketball sensation Caitlin Clark, celebrating their excellence and reinforcing the brand’s unwavering commitment to supporting women in athletics.
The impact was undeniable—Nike’s ad generated 13,000 online mentions, making it the most talked-about brand during the Super Bowl, according to Brandwatch.
Staying true to its mission, Dove used its Super Bowl platform to spark an important conversation with its "Keep Her Confident" campaign.
The ad opened with a joyful three-year-old girl running freely, only to reveal a striking statistic—one in two girls who quit sports do so after being criticized for their body type.
With this powerful message, Dove urged a societal shift in how we speak to young girls, advocating for a world where they feel confident, empowered, and encouraged to stay active in sports.
Weird, Wacky, and Wonderfully Unforgettable
In the high-stakes world of Super Bowl advertising, brands are constantly pushing boundaries to create ads that break through the noise. This year, the most unconventional and bizarre approaches stole the show, leaving audiences equal parts entertained and bewildered.
Leading the pack was Mountain Dew, with a delightfully absurd ad featuring singer Seal—who, quite literally, transformed into a seal. The commercial kicks off with Becky G taking a sip of Mountain Dew, instantly transporting her to a surreal tropical island where Seal performs his iconic hit, Kiss from a Rose. The scene quickly escalates into a wild mix of sharks, a volcano, and Seal morphing back into human form, humorously closing out the ad.
Though the storyline left many viewers perplexed, the ad sparked widespread online discussion, proving once again that the more bizarre, the more memorable—a strategy that continues to drive brand recognition and engagement long after the final whistle.
One of the most unexpected and delightfully bizarre ads of the Super Bowl came from Coffee Mate, as the brand fully leaned into a quirky, unconventional approach that left viewers both amused and astonished.
The spot opens with a man peacefully enjoying his coffee—until his tongue suddenly comes to life, singing and dancing to Gimme Cold Foam, performed by country star Shania Twain.
With its offbeat humor, surreal visuals, and irresistibly catchy jingle, Coffee Mate’s ad delivered one of the most memorable and talked-about moments of the commercial break, proving that sometimes, the weirder, the better.
Star Power Takes Center Stage
This year’s Super Bowl ads pulled out all the stops, leveraging big-name celebrities and top creators to generate buzz, excitement, and cultural impact. The result? A star-studded lineup that kept audiences engaged and talking long after the game.
One of the standout spots came from Uber Eats with its commercial, The Football Conspiracy. Featuring an A-list cast—including Matthew McConaughey, Martha Stewart, Charli XCX, Kevin Bacon, Greta Gerwig, and Sean Evans—the ad played into a humorous narrative that football was created solely to sell food.
By blending comedy with high-profile talent, Uber Eats delivered one of the most memorable and widely discussed commercials of the night, proving once again that celebrity-driven storytelling is a winning play.
Soda brand Poppi embraced the power of creators and influencers in its Super Bowl ad, featuring social media sensations like ‘it girl’ Alix Earle, comedian Jake Shane (aka Therapuss), and video creator Robert Rausch.
Positioning itself as a healthier alternative to traditional sodas, Poppi strategically aligned with Gen Z’s passion for wellness, reinforcing its brand identity while leveraging influencer-driven storytelling to connect with a younger audience.
Your friendly reminder - Super Bowl commercials serve as a powerful lens into the latest marketing and advertising trends, showcasing how brands capture attention, engage audiences, and drive cultural conversations. From celebrity endorsements and nostalgia-driven storytelling to humor, social impact messaging, and influencer collaborations, these ads reflect shifting consumer behaviors and emerging industry strategies. By analyzing Super Bowl campaigns, marketers gain valuable insights into what resonates with audiences, how brands are evolving their narratives, and which creative approaches are shaping the future of advertising.
