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Shaping Culture: The Allure of Super Bowl Commercials
Super Bowl Sunday has evolved into an unofficial national holiday, with millions of viewers tuning in not just for the thrilling football action but also for a highly anticipated spectacle of creativity: the commercials. In 2025, the pressure was on as brands sought to capture the attention of the 127.7 million viewers while echoing cultural trends, humor, and innovative messaging. With the Eagles significantly leading over the Chiefs, many fans turned their focus from the game to the ads that aim to solidify brand relatability and memorability.
Standout Performers From 2025
This year, Budweiser reclaimed the spotlight with their well-loved Clydesdales featuring in a nostalgic ad titled “First Delivery,” triumphantly ranked as the best commercial by USA Today's Ad Meter. This long-standing tradition of using these gentle giants resonates with audiences, tapping into shared memories and emotions, ultimately positioning Budweiser as more than just a beer but a part of American life.
Additionally, Michelob Ultra caught viewer interest with their ad “The ULTRA Hustle,” showcasing competitive pickleball routines. It, too, ranked highly, illustrating a fun and energetic appeal alongside its core message of an active lifestyle. These ads perfectly highlight how brands can leverage humor or nostalgia to embody an engaging narrative while maintaining their identity.
Cultural Commentary Embedded in Advertisements
Not all ads landed well in the public's perception. Tubi's unconventional yet quirky promotions found a mixed reception, especially their ad centered around the original comedy series The Z Suite. Despite Tubi’s goal to connect with younger audiences through humor likened to social media, their 15-second ad ranked at the bottom in the Ad Meter.
Disney's commercial entitled “What If,” which posed hypothetical scenarios from their beloved franchises, also drew criticism. While attempting to trigger nostalgia, viewers reacted negatively to the perceived lack of original content as many scenarios referenced products Disney acquired rather than created. This juxtaposition of legacy versus acquisition provided a thought-provoking commentary on how brands present their creative worth.
Features of Memorable Ads
Ads like Uber Eats' humorous narrative featuring Matthew McConaughey engaging actress Greta Gerwig provided comedic relief during the long event, delighting audiences and holding their attention. This commercial, which highlighted the absurdity and interconnectedness of food and sports, was praised for its inventive storytelling.
Conversely, health and wellness brands like Pfizer and Novartis presented touching and heartfelt messages through their commercials, demonstrating how the Super Bowl provides a platform not just for selling products but for imparting significant social messages as well.
What Makes a Super Bowl Ad Successful?
Ultimately, whether an ad's aim is to entertain, promote, or provoke thought, the key lies in its connection to the viewer's emotions and social narratives. Successful commercials evoke laughter, nostalgia, or even tears—memories that will linger beyond the Super Bowl festivities.
In a world increasingly defined by direct engagement, advertisers walk a careful tightrope—attempting to engage diverse target audiences while remaining authentic to their brand stories. As we await next year's showcase of creativity, reflecting on the successes and missteps of 2025 provides important lessons about the nuances of advertising in a competitive landscape.
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