2025 Super Bowl commercials: The good, the bad and the painful ...
Eugene Levy's famous eyebrows uh ... get away from him ... in Little Caesars' commercial for Crazy Puffs. In an unsettled time, the most effective commercial messages are all about reassurance, togetherness and entertainment. So that may help explain why — at a time when every fresh news alert seems to deliver a new seismic jolt about the world — the ads featured in this year's Super Bowl mostly touch on safe subjects we traditionally expect in Big Game commercials: Nostalgia. Comedy. Celebrities. Patriotism. And poignant humanism.
Human Connection in Super Bowl Ads
"Those ads that really respond to human connection and humanness are going to rise to the top," says Abigail Posner, director of Google's U.S. Creative Works, who tracks how clips of Super Bowl ads perform on YouTube and are featured on the streaming service's YouTube AdBlitz hub.
With ad space topping out at $8 million per 30 seconds for time in a broadcast that was the most-watched single telecast on U.S. TV last year, Super Bowl ads are also a gigantic business aimed at boosting the biggest companies, films, celebrities, and products on the planet.
Notable Ad Campaigns
Which means this year, there's lots of ads designed to put a human, down-to-earth face on major technology products (Google Pixel's Gemini A.I.), pharmaceutical companies (Pfizer and Novartis), fast food conglomerates (Little Caesars and Doritos) and even gambling (Bet MGM and FanDuel). And T-Mobile announced a partnership with Elon Musk's Starlink satellite company touted as "the first and only space-based mobile network in the US that automatically connects to your phone in areas no cellular network reaches."
There was a surprising lack of movie and TV ads unconnected to host broadcast Fox and its sister platforms like Fox Nation and Tubi. And Fox repeated several in-house ads, including promos for the Daytona 500 and The Masked Singer.
2025 Super Bowl Ad Highlights
In a cultural moment when some have disdained socially conscious terms like "woke" and the NFL removed the lettering "end racism" from the field's end zones, it makes a certain kind of disappointing sense that advertisers have toned down the messaging. Instead, they've dialed up the slapstick humor, sentiment, and absurdist situations, while dialing back earnest takes about turbulent social issues.
Best use of a celebrity conspiracy theory: Uber Eats "A Century of Cravings."
It's always entertaining to watch a famous face embrace their reputation for being crazy. So this ad, which positions Matthew McConaughey as a Mad Men-type NFL executive insisting football is just a "conspiracy to make us hungry" — then playing all these people through the past century who made it happen, including Chicago Bears coach Mike Ditka — offers just the right kind of absurdist crazy that makes a Super Bowl ad pop.
Best use of a self-deprecating celebrity, Part 2: Dunkin's "The Bean Method."
Will people who don't follow show business know that Succession star Jeremy Strong has a well-publicized devotion for using incredibly extreme methods to research the characters he plays? Tough to know. But this TV nerd certainly loved seeing him rise from a vat of steaming coffee grounds to tell Ben and Casey Affleck, "I'm just trying to find the character" in their ad for Boston-based Dunkin' (the spot which aired during the Big Game also featured a mostly mute former New England Patriots coach Bill Belichick, playing to type).
Best use of a Ford to sell a Jeep (and a generalized sense of togetherness), Jeep's "Owner's Manual."
Much as I love Harrison Ford, this ad featuring his gruff delivery of bromides which sounds profound until you actually consider what he's saying — "You don't have to be friends with someone to wave at them." — was a little disappointing. The spot positions Ford as a down-to-earth sage delivering simple wisdom while driving his Jeep through a rural environment. But at a time when political differences are fracturing so many institutions in society, homespun sayings from a multi-millionaire actor reminding us "there are real heroes in the world, but not the ones in movies" feels a bit too obvious, vague and patronizing.
Best nod to Gen X culture: Instacart's "We're Here."
This plays like an attack of the killer mascots, as beloved product ambassadors like the Pillsbury Doughboy, Mr. Clean, The Jolly Green Giant, The Kool-Aid man and the Old Spice Guy race through the streets to get to a home, only to disappear inside the grocery bag delivered by — you guessed it. Besides tugging the nostalgia heartstrings for Gen X-ers old enough to remember all these hallowed fictional pitchmen, it's the most exciting depiction of food delivery I've seen since the Kool-Aid Man crashed through a brick wall on my Saturday morning cartoons.
2025 Super Bowl Ad Reviews
With all that in mind — and noting some analyses are based on advanced versions of ads released before the game started — here's the 2025 edition of my look at what worked and what flopped on the biggest advertising showcase in modern media.
