The 8 best Super Bowl ads of 2025, and why they work

The Super Bowl has long been more than just a football game—it's a cultural phenomenon that transforms advertising into an art form. From Apple's groundbreaking 1984 commercial to Coca-Cola's iconic Mean Joe Greene spot, the big game has given us some of the most memorable moments in marketing history. Super Bowl LVIX continues this tradition, with brands pulling out all the stops to capture the attention of over 123 million viewers.

Brands understand that Super Bowl advertising is a high-stakes creative battlefield where they truly need to bring their A-game. With each 30-second spot costing around $7 million, companies invest not just money but extensive creative energy into crafting messages that will resonate long after the final whistle.

In our 2025 roundup, we've plucked out the cream of this year's crop. Each of these ads showcases the creativity, humour and occasional depth that make Super Bowl commercials a cultural event all their own. From nostalgic movie recreations to social commentary, they all prove that a 30-second spot can be so much more than just a sales pitch—it can be art, entertainment, and a reflection of a shared cultural moment.

1. Hellmann's: When Sally met Hellmann's

What happens: Meg Ryan and Billy Crystal recreate their legendary deli scene from the 1989 movie When Harry Met Sally. But this time, the earth-shattering moment is triggered by a sandwich slathered in Hellmann's mayonnaise.

Why it works: Recreating movie scenes is one of the ad industry's oldest tricks, but it's often done in a lazy way that leans too much on nostalgia and doesn't involve much creativity. Here's an exception. The script doesn't try to do too much but keeps things simple, letting the two stars do what they do best while keeping the product front and centre.

Created by VML, the ad brilliantly leverages nostalgia, celebrity chemistry, and a cheeky callback to one of cinema's most famous moments. And for youngsters who don't know the reference, it still all makes sense; indeed, the punchline may well land with more impact. Hopefully, Hellmann's will sell enough extra jars of mayo to make what must have been a very expensive undertaking worthwhile.

2. Booking.com: Get your stay ridiculously right

What happens: The Muppets demonstrate the versatility of Booking.com, with Kermit, Miss Piggy, Animal and Statler & Waldorf each showcasing their different travel preferences. It's all tied together with the clever pun: 'Find Exactly What You're Booking For'.

Why it works: Booking.com needs to appeal to every demographic, making the Muppets a genius choice because, in an era of highly fragmented audiences, their appeal cuts right across the board. Plus, the ad itself, created by Zulu Alpha Kilo, takes a simple concept and runs with it, capturing the manic energy of the Muppets in a way that dovetails nicely with the often chaotic nature of real-life travel.

3. Pringles: The call of the mustaches

What happens: O.C. actor Adam Brody is at a party and realises they've run out of Pringles. His call for help sends mustaches across the country flying to his aid, flying off the faces of basketball star James Harden, American football coach Andy Reid, comic actor Nick Offerman, and Mr Potatohead. The mustaches then converge on a supermarket, grabbing all the Pringles to take to the party.

Why it works: The 30-second spot, made by FCB New York, and the idea of running out of Pringles and takes it in a new and surreal direction, based on audiences' familiarity with the mascot's moustache. The idea of blowing into the Pringles tube as a call to arms is fun and inventive, too.

That said, we do wonder why the brand seems to have jettisoned its hugely successful and memorable tagline, 'Once you pop, you can't stop', when it's just so damn effective. A pang of corporate guilt about encouraging unhealthy eating habits, or simply a craving for the new? Oh, for a bird's eye view of that particular board meeting...

4. Häagen-Dazs: Not so fast, not so furious

What happens: Vin Diesel, Michelle Rodriguez, and Ludacris parody their high-octane film franchise in a hilarious Häagen-Dazs commercial. One minute, they're driving like maniacs; the next minute, they take a pause to enjoy a sweet treat, set to Smokey Robinson's Cruisin'.

Why it works: People like self-knowing irony in ads, as long as it's not too complex or in-jokey. This ad, made by nice&frank, keeps things nice and simple, offering a heady combination of star power, high production values and the power of well-timed bathos. And importantly, even if you've never seen the Fast & Furious films, you still get the idea.

5. Robert Kraft's Foundation to Combat Antisemitism: No reason to hate

What happens: All the ads we've featured so far are fun, but here's the big exception. In this thought-provoking ad, rapper Snoop Dogg and American football star Tom Brady list a series of increasingly ridiculous reasons why they "should" hate each other, highlighting the stupidity of prejudice.

Why it works: In an era of increasing social division, this ad takes a direct and compelling approach to addressing prejudice. By using two widely beloved public figures, it cuts through potential defensiveness and delivers its message with humour, humanity, and genuine emotional impact. Crucially, although the commercial made by VML aims at countering anti-semitism, it doesn't actually mention the word because it doesn't need to; the message runs even deeper than that. Its release isn't bad timing for Snoop Dogg, too: some may have been upset at his appearance at Trump's inauguration, but the same people can't be upset with this, surely?

6. Budweiser: First delivery

What happens: Continuing their iconic Clydesdale tradition, Budweiser tells the story of a young foal determined to prove his worth. When a delivery keg falls from the wagon, the little horse embarks on a heroic journey to complete the delivery.

Why it works: This brilliantly filmed, cinematic mini-movie, created by FCB New York and directed by Smuggler's Henry-Alex Rubin, features horses, beer, guys playing pool in a bar, and a country music classic. And what could be more reassuringly American than that?

Indeed, with the brand still recovering from flat sales following a long-running conservative boycott, this ad could be seen as (very subtly) playing into the current 'America First' theme without upsetting anti-Trumpers in the process. Or perhaps that's overthinking. Either way, it's a great ad that will appeal to anyone who likes horses. Which is everyone, right?

7. Doritos: Abduction

What happens: Reviving their long-running contest, Doritos invited fans to create the ultimate Super Bowl ad. The winning entry features a sci-fi fan fighting an alien over a bag of Doritos. But there's a happy ending: the brief final scene shows the human and alien sharing a bag of Doritos.

Why it works: The Super Bowl might be superficially about sports, but for millions of Americans, it's largely an excuse to gather with friends and eat unhealthy snacks in a spirit of fun. This dumb but clever ad, directed by contest winners Dylan Bradshaw and Nate Norell, captures that spirit effortlessly. Proof that the simplest ideas are usually the best and that it's not just professional creatives who can be creative (always a good lesson for those of us who take themselves too seriously).

8. Michelob Ultra: The Ultra Hustle

What happens: In this ad for Michelob Ultra, a lager known for its low-calorie count, movie stars Willem Dafoe and Catherine O'Hara take on professional athletes in a pickleball match. But what happens next plays with our expectations. (Have you never heard of pickleball? Honestly, it's a thing. Check out this article to learn more.)

Why it works: Beer isn't the healthiest of drinks, so to promote it as a positive lifestyle choice in a sporting environment is an uphill task. Yet with a combination of star power and a simple but effective story, this tongue-in-cheek ad, created by Wieden + Kennedy New York, somehow pulls it off. Also, for those unfamiliar with the brand, it does a great job of repeating the product name several times without becoming too grating.

Conclusion

So what have we learned? The most successful ads this year demonstrate a nuanced understanding of audience expectations. They seamlessly blend entertainment with brand messaging, using humour, celebrity and unexpected narratives to cut through the noise of modern advertising.

Whether it's Häagen-Dazs playfully subverting a movie franchise's image or the Foundation to Combat Antisemitism delivering a poignant message of unity, these commercials prove that creativity can cut through to a mainstream audience in a matter of seconds. Crucially, every mini-story here is kept deliberately simple: easy to grasp and explain to others, even if your living room is filled with noisy people and your mind and body are groaning under the weight of snacks and booze.

More fundamentally, in an age of streaming, ad blockers and ever-shrinking attention spans, the Super Bowl remains a rare moment of collective cultural experience—where millions sit down not just to watch a game, but to be entertained, moved, and occasionally, inspired by the art of advertising.

Let's face it: in a world where media is fragmented beyond recognition, few of these collective societal moments remain. So, let's savour them while we can, eh?