The Super Bowl has long been a premier stage for advertisers to showcase their most creative and impactful commercials, and the 2025 edition was no exception. This year’s lineup featured a blend of humor, star-studded appearances, and innovative storytelling that left a lasting impression on viewers.
The Human Touch
Abigail Posner, director of Google’s U.S. Creative Works, emphasized in an interview with NPR that the most impactful Super Bowl ads are those that resonate with human connection. “Those ads that really respond to human connection and humanness are going to rise to the top,” she explained. Posner, who analyzes how Super Bowl commercials perform on YouTube, noted that the current cultural climate plays a role in shaping audience preferences: “Because we’re in a moment of great challenges and unknowns, and also with the influx of technology, there’s that fear. So when we go back to what we are all about, we’re about love, we’re about family. We’re about challenging ourselves … I think that always touches us.”
Stella Stands Out
In a standout spot, Stella Artois introduced audiences to “David & Dave: The Other David,” featuring soccer icon David Beckham discovering his American twin, portrayed by actor Matt Damon. This humorous narrative aimed to reposition Stella Artois from an upscale image to a quality everyday beer. The ad was produced by Artists Equity Advertising, co-founded by Damon and Ben Affleck.
Mountain Dew’s Seal Surprise
Mountain Dew continued its tradition of bold Super Bowl advertising with “Kiss From A Lime,” directed by Taika Waititi. The commercial featured singer Seal humorously transformed into a seal, delivering an absurd yet memorable performance that resonated with audiences. However, not everyone appreciated seeing Seal as his namesake, with one viewer saying “It’s a wonder we haven’t seen this low-hanging bit of visual wordplay before, and I’m frankly not sure how to feel about seeing it now. The little hands, the horrible whiskers? Unsettling,” as reported by The Washington Post.
Uber Eats enlisted actor Matthew McConaughey for “A Century of Cravings,” a sequel to their previous campaign. In this installment, McConaughey humorously explores the history of his earlier conspiracy theory that sports exist to encourage eating. The ad effectively balanced humor with brand messaging, contributing to Uber Eats’ consistent advertising approach.
Bud Light’s “Big Men on Cul-De-Sac” featured comedian Shane Gillis, continuing the brand’s recent comedic direction. The commercial showcased Gillis in a suburban setting, bringing humor and relatability to the forefront. Todd Allen, Bud Light’s senior vice president of marketing, emphasized the brand’s commitment to delivering laughs during the Super Bowl. Yahoo! Sports noted that the ad “captures the essential dudeness of suburban dad life, with the typical we-know-it’s-a-commercial meta winks of a Super Bowl ad.”
In a departure from celebrity-driven ads, Liquid Death’s “Safe For Work” presented a pseudo-country song about drinking on the job, featuring various professionals humorously depicted consuming the beverage. The ad stood out for its originality and contrast to the typical Super Bowl commercial formula.
Other notable commercials included Instacart’s debut Super Bowl ad, “We’re Here,” which brought together iconic grocery mascots like the Energizer Bunny and Mr. Clean, appealing to nostalgia and brand recognition.
As the Super Bowl continues to be a prime platform for advertisers, the 2025 commercials demonstrated a successful blend of humor, star power, and innovative storytelling, capturing the attention of millions and leaving a memorable mark on the advertising landscape.
