Super Bowl LIX, held on 9 February 2025 at the Caesars Superdome in New Orleans, was, of course, once again the highlight of the American football season, and it also captured the attention of advertising and marketing professionals from around the world. It’s no wonder - each year it is one of the most prestigious and expensive advertising events in the world.
According to available information, over fifty advertisers purchased ad space during the Super Bowl this year. And they had to dig deep into their pockets, as the amount spent per second of airtime reached all-time highs. The price for 30 seconds of ad time was $8 million, up $1 million from the previous year. The fact that there were both big and smaller players who paid this price shows the growing demand for advertising space embedded in this sporting holiday. To be clear, this is not only the highest price in Super Bowl history but also one of the highest prices in the history of television broadcasting in general.
Overall, it is estimated that the Super Bowl generated more than $600 million in advertising revenue this year. Again, this is a significant increase over previous years, and the hunger of advertisers and TV stations seems greater than ever. It’s also not surprising, considering that this year’s final NFL game attracted more than 126 million viewers to their screens - again a breathtaking and record-breaking number.
A wide range of brands used the advertising space, both for fun and funny spots and serious and emotional messages. Some companies bet on popular culture and celebrities, while others took a more serious approach and focused on environmental issues or social responsibility. This year’s Super Bowl also confirmed the growing trend of digital and interactive ads that allow viewers to respond instantly - for example, by purchasing goods via QR codes or interacting on social media.
It is clear that not all the action took place on the field, where the defending champions Kansas City Chiefs and the new champions Philadelphia Eagles faced each other for the title, or in the stands, which were dominated by the debate over whether Taylor Swift or the US president was the bigger phenomenon. The television screen also played a significant role. Below, we have picked out ten campaigns that resonated most with the airwaves this year.
A horse walks into a bar and...
Budweiser breweries are among the traditional advertisers of the Super Bowl and their ads are some of the most anticipated each year. This year, their creatives didn’t disappoint viewers, betting on a combination of a touching story and a humorous paraphrase of the classic joke about a horse walking into a bar. The brand has long been synonymous with the iconic Clydesdale horses, and this year’s commercial features one such foal as its main character. These horses are known for their role in Budweiser’s beer delivery symbolism, and in this commercial, the protagonist foal has been carefully preparing for this role. We follow his journey as he strives to prove he is ready for the task. After facing a few setbacks and putting in hard efforts, he finally succeeds in delivering his first keg to a remote bar. The ad won the hearts of viewers and took the top spot on the prestigious USA Today Ad Meter. The beautiful camera work makes it one of the best spots of Super Bowl LIX.
Video: Budweiser – First Delivery
So win
Sportswear giant Nike returned to the Super Bowl after 27 long years - and it did so with a full show and a message about women’s achievements. The ad is shot in black and white and carries a strong motivational tone. The target audience? Not just female athletes, but women in general. Sport is a symbol, while the main message is conveyed through the stories of world-famous female athletes, including sprinter Sha'Carri Richardson and basketball player Caitlin Clark. The spot drew a stormy reaction, which was not always positive. While some viewers appreciated the inspirational tone, others were more critical. The loudest reaction came from popular American comedian Bill Maher, who called the ad the epitome of the “zombie lie” about patriarchy. In his view, women’s sport is not as overlooked as the ad tries to suggest. However, controversy is inherent in Super Bowl ads. Whether viewers agree with Maher or not, there’s no denying that Nike’s spot accomplished its goal - stirring debate and gaining recognition through superior execution. While Maher’s commentary went viral, many female athletes and public figures defended the ad. Tennis player Serena Williams, for example, said in an interview with ESPN that a similar campaign is still needed today because there are persistent inequalities, despite the growing popularity of women’s sports.
Video: Nike – So Win.
A flight through the football world
Embark on a spectacular journey through a century of American football with the ageless Matthew McConaughey and food delivery platform Uber Eats as your guide. Get the pun? Football… foodball? Uber Eats understood well that Super Bowl viewers expect stars in commercials, so the company decided to deliver. As a result, various key moments in American football history are brought to life with popular faces, including Martha Stewart as an executive board member of the trending “We Listen and We Don’t Judge” movement, and celebrities like Charli XCX, Sean Evans and Kevin Bacon. Director Greta Gerwig also appears at the very end, at the moment of the revelation that the entire story is actually a script McConaughey is trying to sell her. Yet all the debates we watch keep boiling down to one main message - American football was invented to sell food! If food companies take the same megalomaniacal and sophisticated approach to this as Uber Eats, we definitely have something to look forward to. This is undoubtedly one of the most ambitious commercials of this year’s commercial break - for good reason.
Video: Uber Eats – A Century of Cravings
I’ll have what she’s having
This year, the creatives at Hellmann’s seemingly relied on nostalgia... but that’s not entirely true. The half-minute spot is set in legendary New York Katz’s Deli, made famous by the timeless romantic comedy When Harry Met Sally. This allows us to watch a modern version of the classic scene where the two characters, played by Meg Ryan and Billy Crystal, have been around for years. What’s not perfect, though, is the sandwich Sally orders. But what a good dose of Hellmann’s mayonnaise wouldn’t fix? The enthusiastic reaction doesn’t escape the entire diner - and the audience gets a surprise cameo from actress Sydney Sweeney, who utters that legendary line, “I’ll have what she’s having.” The ad is a combination designed to impress not only fans of the original film but also millennials and Generation Z viewers, for whom Sydney Sweeney is currently one of the biggest movie superstars. The ad, like the sandwich, is nearly perfect – there’s nostalgia and modern humor, and all you actually need is a drop of Hellmann’s to make it perfect.
Video: Hellman’s – When Sally Met Hellman’s
Fast and easy
The combination of the popular action-racing franchise Fast & Furious with Häagen-Dazs creamy ice creams may seem exotic, perhaps even bizarre at first glance. But it’s a combination of two guilty pleasures that few want to miss. The commercial is essentially a reunion of the two biggest stars of the series, Vin Diesel and Michelle Rodriguez, in which neither car chases nor dramatic situations play a major role, but rather a moment of serenity when the protagonists can enjoy the unique Häagen-Dazs ice cream together. Here, too, we come across a surprise cameo, this time from rapper Ludacris, which is, of course, another tribute to fans of the film series. Unsurprisingly, they are the main target audience for this spot - they appreciate the balanced combination of intense action and humour, just like in the films. As a result, the spot stays true to the Fast and Furious dynamic, which has generated positive reactions and increased interest in the brand. This is not the first commercial to show how the stars of The Fast and the Furious can transfer the energy and dynamism of the film franchise into advertising campaigns. However, this campaign again highlights the ability to reach a wide audience and strengthen the connection between brands and popular culture.
Video: Häagen Dazs – Not So Fast, Not So Furious
The power of friendship
If the marketing department at STōK Cold Brew Coffee asked, “What’s missing to make this year’s Super Bowl perfect?”, the answer must have been – a dancing Channing Tatum. And considering the actor is very good friends with the duo of Ryan Reynolds and Rob McElhenney, the overall styling was pretty obvious. The spot is set in the dressing room of Wrexham AFC team, which is owned by Reynolds and McElhenney. Thematically, the ad touches on the popular viral celebrations teams have after scoring a goal. To this end, Channing Tatum has resurrected his dancing persona from films like Magic Mike. So players get a lesson straight from the master, which includes breakdancing and jazz dancing. But at the same time, everything should be done in a decent and understated way - because that’s what Channing promised Ryan and Rob. Will he succeed? The friendship between the trio of actors is the driving force that made this commercial happen in the first place. The spot was well-received for its humour and energy, effectively promoting the STōK Cold Brew Coffee brand while raising awareness of the Wrexham AFC team and production company Maximum Effort, which - unsurprisingly - is owned by McElhenney.
Video: STōK Cold Brew Coffee – Hollywood Magic
On a trip with a seal
If we were looking for the most hallucinogenic experience from this year’s commercial break, there’s no doubt it would be the Mountain Dew commercial with the new Baja Blast flavour. To a certain extent, it is actually a hallucinogenic trip even without the hyperbole. The spot features singer and rapper Becky G, who, perhaps surprisingly, is not the star. It is the singer Seal, who undergoes a remarkable and almost Kafkaesque transformation into a seal. The background music is Seal’s legendary song Kiss From A Rose, which is renamed Kiss From A Lime in line with the product being promoted. Of course, the absurdity does not end there, and so the viewer, along with the other stars, watches a spectacular marine show that no aquarium or marine world would be ashamed of. The impression of this commercial is hard to describe, but in any case, it is a unique combination of music, humour and visual effects. The spot’s director is Taika Waititi, famous for his unique sense of humour combined with impressive visuals. The transformation of Seal into a seal is one of the most discussed moments of this year’s commercial break - it has triggered a literal waterfall of emotions and reactions on social media.
Video: Mountain Dew – Kiss From A Lime
No reason to hate
De facto, all of the above ads are humorous, touching or inspirational and aim to promote a specific brand. This one, however, combines historical trauma with the modern one, and instead of promoting it, it tries to draw attention to a negative phenomenon and open a related debate. The Foundation to Combat Anti-Semitism is not a typical advertiser during the Super Bowl, however, this year’s spot follows, to some extent, one from last year, whose placement during the commercial break was secured and paid for by New England Patriots owner Robert Kraft. The spot features rapper Snoop Dogg and American football legend, quarterback Tom Brady, highlighting the senselessness of hate and calling for unity and understanding across cultural, national, ethnic, religious and opinion communities. The enemy here is not just anti-Semitism but hate itself. The spot subtitled “No Reason to Hate” shows Snoop and Brady exchanging seemingly irrational reasons for disliking each other, including the ultimate cliché: “I hate you because I don’t understand you” or “I hate you because the people I know hate you”. This exchange highlights the absurdity of prejudices and stereotypes that are as old as humanity itself. It all culminates in a final sigh, with Snoop lamenting that it’s sad that the situation in society has reached the point where it’s even necessary to advertise on the subject. This statement carries an implicit warning: if nothing changes, the hatred will continue to persist. By bringing together two icons from seemingly diametrically opposed worlds, the Foundation conveys a clear message - hatred based on irrationality has no place in modern society.
Video: Foundation to Combat Antisemitism – No Reason to Hate
The teeth ad that left an aftertaste
While some want to unite, others are clearly trying to do the opposite - to divide. There is no other way to interpret the controversial act of rapper and entrepreneur Ye (better known by his former stage name Kanye West), who presented a short spot promoting his Yeezy brand during Super Bowl LIX in New Orleans. He did it unconventionally - in the form of a video from a dentist’s chair, filmed on an iPhone. With a bright white smile, he tells viewers, “I spent all the money for the commercial on these new teeth,” and then invites them to visit his website, Yeezy.com. Those who visited the site, however, got a shock - the only product available there was a white T-shirt with a black swastika for $20. This, of course, sparked a flurry of critical reactions. The Shopify platform almost immediately deactivated Ye’s hosting, claiming that the site’s content violated the terms of service. The head of Fox Television Stations, Jack Abernethy, subsequently issued a public apology, pointing out that the site’s content had been altered just before the ad aired. Many celebrities and public figures have also commented on the situation. Actress Isla Fisher did not hesitate to label Ye a “monster” and urged her followers to stop following him. This incident is just another scandal in the long line of controversies that have accompanied Ye. Anti-Semitic speeches are nothing new for Ye - his former agent Daniel McCartney has previously quit working with him because of them. And as if that weren’t enough, tabloid headlines after the Super Bowl were immediately filled with news of his high-profile divorce from Blanca Censori. Quite a contrast to the previous spot, isn’t it?
Video: Yeezy – Super Bowl Ad
The highlight of the evening
It would seem that the controversy Ye caused is impossible to top in the same evening. But the opposite is true, which to some extent has to do with the fact that Ye is expected to do something like this already. However, the real shock for the audience came from the clothing brand American Eagle. For context, the biggest star of this year’s halftime show was rapper Kendrick Lamar. He performed a few of his hits, stirred up more discussion regarding his rivalry with Drake, and invited special guests on stage, including singer SZA. During their performance together, he wore a black leather jacket by Martine Rose and $1,200 Celine flared-leg jeans. And this is where things start to complicate. American Eagle has subsequently come forward with claims that the jeans Lamar was wearing were actually part of their collection, not the collection of the aforementioned French brand. This ad has therefore sparked a debate about transparency in the advertising world. American Eagle’s claim drew a wave of criticism from fans who accused the brand of spreading false information and warned that it could have legal consequences. Both American Eagle and Celine have yet to comment on the situation. This incident shows the importance of accuracy and transparency in advertising campaigns, especially when they are linked to public figures and events.
Video: Super Bowl - Kendrick Lamar's Apple Music Super Bowl Halftime Show