Super Bowl 59 is just around the corner, and as The Kansas City Chiefs gear up to face off against the Philadelphia Eagles at the Caesars Superdome in New Orleans, Louisiana, the battle of the brands is also underway. With nearly 50 ads lined up for this year’s big game, each costing a reported $8 million for just 30 seconds of airtime, the stakes are high in the world of advertising.
Magda Tomaszewski, a seasoned global brand director who has collaborated with major brands like Nike and Walmart, shared insights into what makes a successful Super Bowl ad. She highlighted the recurring themes of nostalgia, celebrity, comedy, and animals that dominate the commercial landscape during the big game.
Expert opinions suggest that the 2025 ads are playing it safe, with many brands opting for a formula that has proven effective in the past. Peter Bray, Founder and Executive Creative Director at Bray & Co, noted a trend of repetition among brands, mirroring the Chiefs’ quest for a repeat victory on the football field.
Unforgettable Commercials of Super Bowl 2025
Hellmann’s Makes a Mark with Meg Ryan and Billy Crystal
One standout ad from this year’s Super Bowl lineup comes from Hellmann’s, which captured viewers’ attention by reuniting “When Harry Met Sally” stars Meg Ryan and Billy Crystal for a nostalgic recreation of the film’s iconic diner scene. The addition of Sydney Sweeney to the ad provided a fresh twist, appealing to a new generation of viewers.
Alison Weissbrot, Executive Editor of Adweek, praised the ad for its clever use of an iconic movie moment that has resonated with audiences for decades. While Magda Tomaszewski appreciated the brand’s connection to a cultural touchstone, she found the Sweeney cameo to be somewhat out of place in an otherwise elegant and engaging creative piece.
Uber Eats Delivers Laughs with Matthew McConaughey and Martha Stewart
In another humorous ad, Uber Eats enlisted the star power of Matthew McConaughey, Martha Stewart, and Charlie XCX to entertain audiences. Elizabeth Sullivan, a seasoned advertising professional, highlighted the multigenerational appeal of the ad, emphasizing the importance of humor in capturing viewers’ attention.
Weissbrot pointed out the strategic casting of well-known celebrities, both established figures like Martha Stewart and emerging talents like Charlie XCX. By blending different generations of stars, Uber Eats aimed to create a memorable and engaging commercial experience.
Celebrity Showdown: Dunkin’ vs. Ram vs. Pringles
Dunkin’ made waves with a star-studded ad featuring Ben Affleck alongside his brother Casey and “Succession” actor Jeremy Strong. Bray commended the brand’s use of celebrity endorsements, noting that Dunkin’ successfully leveraged Affleck’s public persona to connect with audiences. The inclusion of Jeremy Strong added a comedic element to the ad, ensuring its relevance and memorability.
Meanwhile, Ram’s commercial featuring Glen Powell reading a story to his niece and nephew showcased the growing trend of celebrity-led marketing in Super Bowl ads. Bray observed that ads with well-known personalities like Powell have a higher chance of standing out in a crowded field of commercials.
Pringles took a playful approach by enlisting Adam Brody, James Harden, Nick Offerman, and Kansas City Chiefs coach Andy Reid for a light-hearted spot involving flying mustaches. Tomaszewski emphasized the importance of intentional celebrity casting to align with the creative vision of the ad, ensuring cultural relevance and audience engagement.
From beverage giants like Stella Artois to snack brands like Totino’s Pizza Rolls, the Super Bowl 2025 lineup features a diverse array of commercials that aim to capture viewers’ attention and leave a lasting impression. As the big game approaches, all eyes are on the brands vying for the top spot in the highly competitive world of Super Bowl advertising.
