Since Super Bowl 2025 is one of the few events huge groups of people experience together, advertisers need to thread the needle appealing to all of us, and the national mood this year is more mixed than ever. Here are a few themes shaping the viewing audience for this year’s Super Bowl 2025 commercials—in no particular order.
Morning Consult’s report on the favorite brands of NFL fans measures “Of the 40 brands NFL fans like most relative to the general adult population, 14 are sports-related, eight are media-related, 7 are alcohol brands, and five are auto-related.” “They’re more politically-engaged than the average American: NFL fans are 9 points more likely to say they’re either “extremely” or “very” engaged in politics, but they’re split: 39% Democratic and 33% Republican. Why aren’t beer and snacks higher in the rankings?
Contrast that to the Axios count showing that advertisers for Super Bowl 2025 commercials, as of February 3, are “bringing a healthier and more female-focused message to this year’s big game.” “It’s a shift from the last few years, when the Super Bowl was flooded with ads that typically target young men and their vices, notably sports betting and crypto investing.”
AI is taking over the world, so it’s no surprise AI would show up in advertising discussions. AdAge’s survey of Super Bowl advertisers reported no use of AI in ads but may have used AI in concept development or video or image generators to develop brand assets. Even though AI is a sensitive issue in the advertising community, we’re likely to hear about it or see it—but will we know it’s AI?
It’s not released yet, but OpenAI is set to air its first commercial.
DEI programs, websites, and mentions in communication are a hot spot right now. How will brands and non-profits handle those messages, or avoid them altogether?
The Edelmann Trust Barometer 2025 found that 61% of respondents have fallen into a state of grievance, “defined as a belief that government and business make their lives harder and serve narrow interests.” For the Super Bowl, brands bring their A-game, particularly when spending close to $8 million on a commercial.
As creators and influencers move from social media stars to advertising, brand activations, and the red carpet, it’s no surprise that we’ll see more of them in this year’s Super Bowl commercial lineup. The Doritos ‘Crash The Super Bowl’ contest finalists are an impressive example.
A few questions are: how many people will call in sick for Super Bowl Monday, and will Kendrick Lamar play his Drake diss track “Not Like Us.”
The Commercials
Humor, babies, animals and celebrities are sure winners, and there is no shortage this year. Good call. Below is a sampling of the commercials as of Thursday, February 5th.
We Love Our Celebrities
Bud Light Dads know how to party, complete with dad jokes delivered by Shane Gillis, Post Malone, and Peyton Manning.
When Harry Met Sally stars recreate their famous scene for a better sandwich with Hellmann’s and it nails it with celebs, nostalgia and humor.
I’m a sucker for anything aliens and outer space. Hexclad draws us in with Gordon Ramsey, tasked with cooking for aliens at Area 51 and meeting truly famous alien Pete Davidson.
Dunkin or DunKings is back again with Ben Affleck and Casey Affleck waiting on Jeremy Strong to get into the character using the Bean Method.
Michelob Ultra scores a win for anyone who has been doubted by someone younger. Willem Dafoe and Catherine O’Hara play hard for Ultras against unsuspecting amateurs and athletes. See how many you can name.
Uber Eats rounds up a team of celebs to prove that the “Super Bowl is a conspiracy to make us hungry.” Count the celebrities.
Go Daddy Airo has Walton Goggins admitting that as an actor, he has no idea how to do what his characters do. But starting his own Walton Goggins Goggle Glasses business is another story.
Humor Wins The Day
Blowing in a Pringles can activates The Call of the Mustache near and far delivering Pringles.
Doritos ‘Crash The Super Bowl’ contest winner, titled Abduction, hauls in a $1Million payday.
Health: Mental, Social and Physical
No Reason To Hate is one of the few politically themed entries so far, driving home “the reasons for hate are as stupid as they sound,” delivered by Snoop Dog and Tom Brady from the Robert Kraft Foundation.
In a time when DEI is being deleted the NFL partnered with Big Brothers and Big Sisters for a piece honoring everybody as a somebody. link here to watch the piece. It’s worth it.
Hims & Hers airs with a weight loss spot on a day when guac, cheese, chili, and chips rule the day. Their take is it’s the system that keeps us “sick and stuck.” You can “fight back” with their weight loss medications.
Double Hitter: Baby Animal
Budweiser doesn’t disappoint when an adorable young Clydesdale on a “First Delivery” taps into anyone who’s been underestimated.
More Super Bowl 2025 commercials will drop in the coming days, and commentary, opinions, and winners will arrive on Monday.
