“It’s wired in me to be like, OK, it’s go time. So we have to brainstorm,” said Loftis during a fireside chat at Brand Innovators Marketing Leadership Summit during SXSW London, who had joined the company to reinvigorate the Cetaphil brand. 

The brainstorm with the Lippe Taylor team – 10 days before game day – gave Loftis chills. The agency showed a deck with the insight that Taylor Swift was bringing daughters into the family living rooms to watch the game with their Dads, hoping to get a glimpse at the pop icon. At the same time, Lil Wayne was in the news saying he was hurt that he wasn’t asked to perform the halftime show during the Super Bowl, which was hosted in his hometown of New Orleans. He had been criticized in the press for being too sensitive.

The pitch: bring Lil Wayne into an ad that would talk about how its ok to be vulnerable and Cetaphil could offer soothing. Make it relatable to the teenage girls watching at home with their Dads. They called up Lil Wayne’s team and asked him if he’d star in their Super Bowl ad. With less than a week to go, he had to sign the same day and production had to begin.

“It was really heartfelt and it was truly emotional,” said Loftis. “And so while other brands were creating a piece of content with a celebrity. For us, the celebrity was a cultural insight that was happening. And we were able to create an insight that made people feel something.”

“We couldn’t overthink it,” said Loftis. “We couldn’t do 25 rounds of edits. We had to just go with our gut. We had to do it right.”

The collaboration turned into “We’re All a Lil Sensitive,” a spot that showed Lil Wayne putting on some Cetaphil during a stressful moment and helping a teenage girl out in her stressful moment when her Dad meets her date. Lil Wayne even got to promote his new album drop at the end of the spot.

The effort ran in local markets and online. It generated $54 in earned media paid and generated billions of impressions, giving Cetaphil the most earned media of any brand without a national spot. 

“We just wanted to be part of the conversation,” said Loftis. “But we hit it out of the park…You can’t move at the speed of culture when you’re shooting a campaign several months out.”

The post How Cetaphil got $54 million in earned media with a Super Bowl ad made in less than two weeks appeared first on Brand Innovators.

The NFL has numerous official sponsors across categories including: the official car sponsor (Toyota), the official pizza sponsor (Little Caesars), the official delivery services sponsor and the official locker room products sponsor (P&G) and many more, so it makes sense for the league to expand and create a category for pharmaceuticals.

Novartis ran a Super Bowl ad this year with a spot building awareness around the importance of getting screened to prevent bad outcomes with breast cancer. The spot starred Hailee Steinfeld and Wanda Sykes and encouraged routine screenings.

The Novartis partnership will support the Crucial Catch, the NFL’s ongoing initiative with the American Cancer Society (ACS) to promote cancer awareness, early detection and risk reduction. Novartis will join the league and ACS in their commitment to support detection in under-resourced communities. 

“At the heart of this first-of-its-kind partnership is the ambition to educate and mobilize communities to detect cancer and other diseases early, broadening health solutions beyond medicine,” said Victor Bultó, President US, Novartis, in a statement, shared with Brand Innovators. “With its nationwide fan base and demonstrated commitment to health advocacy, the NFL is a powerful partner for igniting critical health conversations at an unmatched scale. Together, Novartis and the NFL are working toward leveling the playing field against serious health conditions, empowering every fan to proactively manage their health.”

The post Novartis becomes NFL’s first-ever official pharmaceutical partner appeared first on Brand Innovators.

There was a moment leading into halftime when the NFL’s Flag 50 campaign came on the screen. My eight-year-old was ecstatic and yelled “that shows that girls can do ANYTHING.” It was a moment I didn’t expect going into a four-hour NFL spectacle, but it was appreciated nonetheless. 

Reflecting on the game, there was a softer touch to this year’s ads. From Nike, to Novartis, Lay’s and the always-iconic Dove, the girl power shone through the screen more so than in previous years. There was a defined shift away from the male bravado of celebrity-laden parties starring your male-friend’s-favorite athlete. And in a year where women were often in the spotlight in political discourse, brands put them front and center to celebrate/empower them. So, let’s get our girl power on and get into the ads which resonated most with women this year. 

Super Bowl LIX’s Top Ads for Women

Zappi tested over 65 Super Bowl ads this year. Each ad is tested with 300 consumers who self-report being likely to purchase a product in the category being advertised to them. So, somebody seeing an ad for soda will be somebody who reports occasionally purchasing soda. Each ad is given a percentile score relative to a benchmark of over 4,000 ads tested by Zappi. 

In total, we surveyed 20,000 consumers – approximately half of which were women. These were the year’s most popular ads:

1. Budweiser “First Delivery” – 100%
2. Lay’s “The Little Farmer” – 99%
3. Dove “These Legs: A Dove Big Game Film”  –98%
4. Nerds “Unleash your Senses” – 98%
5. Michelob Ultra “The ULTRA Hustle” – 96%

Just missing the cut were notable ads like Stella Artois (95%), Poppi (94%) and STōK (94%). 

A common thread? Two of the top five ads centered around children or the next generation. Lay’s and Dove, in particular, put young girls at the forefront. Budweiser’s spot was a nostalgic, feel-good story about a pony delivering its first beer—far from the rugged cowboy ads of years past. Notably, only Michelob Ultra in this group featured celebrities, a stark contrast to the ads that resonated most with men.

While some brands successfully captured female audiences, others received mixed reactions. The NFL’s Flag Football ad, a high-energy face-off between men and women, scored well with women but fell flat with men, possibly because it disrupted football’s traditional male camaraderie. 

The much-anticipated Nike ad spent most of the spot talking about what women are told they cannot do, and toward the end featured female athletes succeeding despite the odds. However, it disappointed and did not perform so well with either women or men. The Nike ad’s stance was hard-hitting, but felt more negative and used most of its time to decry the current state of women in sports. Contrast this with the Dove ad, which accomplished the same thing, but left viewers much more hopeful for a better future.

The biggest surprise? Hims & Hers’ “Sick of the System.” While it wasn’t widely loved among all women, those in the target category—women interested in health and wellness solutions—rated it exceptionally high.

How the Top Ads for Men Differed

The ads that resonated most with men took a different approach. The top five were:

1. Stella Artois “David and Dave” – 99%
2. Ray-Ban “Hey Meta, Who Eats Art?” – 97%
3. Doritos “Abduction” – 96%
4. Totino’s Pizza Rolls “Chazmo Finally Goes Home” – 96%
5. Doritos “ABDUCTION” – 96%

Just below this list was Pringles (96%), Instacart (95%) and Budweiser (95%).

Unlike the female-favorite ads, which leaned into emotion and next-generation themes, three of the top five men’s ads featured a sci-fi or surreal twist. Doritos’ alien-themed “Abduction” and Ray-Ban’s reality-bending spot played into humor and spectacle, while Stella Artois relied on star power with David Beckham and Matt Damon.

Super Bowl advertisers have a tough job. Within advertising’s biggest moment to reach US consumers, many of them seek to appeal to both women and men broadly.

At the end of the day, the most successful ads promote a product or service in a way that helps people feel seen and understood, but also makes them more likely to go out and buy it. Women and men have different experiences in life, and tend to want different things. The advertisers that understand commonalities as well as differences between genders – and can address them in their advertising strategies – are the ones that will achieve the best results with their brands overall.

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Nataly Kelly is the CMO of Zappi, a consumer insights platform that helps brands win. An award-winning marketer, her latest book is Brand Global, Adapt Local: How to Build Brand Value Across Cultures.

The post The Super Bowl ads that most resonated with women appeared first on Brand Innovators.

Disney Live Action

YouTube TV – What a Time to Be Alive

First Quarter

Dunkin’ – “DunKings 2”

Ben Affleck and his brother Casey Affleck take on some green-clad coffee makers who seem to make coffee orders too complex. Jeremy Strong makes an appearance a la Martin Sheen in Apocalypse Now. 

How to Train Your Dragon – “Trailer”

Pfizer – “We’re Going to Knock Cancer Out”

A child emerges from a hospital bed wearing boxing gloves and boxing shorts marching down streets as fans cheer him on. He arrives at home where his mother greets him with a hug, with the idea that he has beaten cancer.

Marvel Thunderbolts – “Preview”

The anti-Avengers team up in May. 

MSC Cruises

Drew Barrymore and Orlando Bloom experience a cruise with a new cruise line. 

Little Caesars Crazy Puffs – “Whoa”

Eugene Levy’s eyebrows fly away and land on others when he gets excited about new Little Caesars Crazy Puffs. 

Fox News

For all the moments

Doritos – “Abduction”

Fan-created ad depicts aliens trying to steal an alien-hunter’s Doritos. He doesn’t give them up easily, but they enjoy them together in the end. 

T-Mobile Starlink – A New Era in Connectivity

T-Mobile joins up with Starlink to create a space-based network that doesn’t have any drop spots and invites anyone on any network to try it out. 

Homes.com – “Not Saying We’re the Best”

Dan Levy, Heidi Gardner and Morgan Freeman torture a lawyer by goading him with different ways to “not” say that they are the best. 

Meta/Ray-Ban – “Art Prank Gone Wrong”

Chris Hemsworth and Chris Pratt pose with a statue in an art museum. As they goof around with it, the head falls off. They tell their Meta glasses to stop recording and erase any record of their shenanigans.  

Cirkul – “You Got Cirkul”

Adam Devine goes on a quest to get a Cirkul water bottle for his wife. HE accidently orders 100,000, which he then says he will give away to people.

Michelob Ultra – “The Pickleball Hustle”

Catherine O’Hara and Willem Defoe 

 Catherine O’Hara and Willem Defore scam pickleball players for Michelob ultra. (The Pickbell Hustle). 

Disney+ – “What if”

The streamer imagines a world without Star Wars, The Bear or Only Murders in the Building (i.e. without Disney+). It’s sad, but luckily, that world doesn’t exist. 

Ritz – “Salty Club”

Aubrey Plaza and Michael Shannon curse the existence of Ritz because the buttery crackers actively work against their dour personas. Bad Bunny violates the rules of the so-called “Salty Club.” 

Red Bull – “Penguin”

Young penguin tries to get an older penguin to try Red Bull because it will give them wings to fly.

Squarespace – “A Tale as Old as Websites”

Barry Keohghan rides a donkey, a la “The Banshees of Innisheerin,” throwing computers around an Irish village to bring the magic of the internet to them and the world they do.

IndyCar – Pato O’Ward

Fox promotes IndyCar driver Pato O’Ward for the upcoming season.

Second Quarter

Instacart – “We’re Here”

Familiar brand mascots race through the streets to a family’s house. They all get there in the form of an Instacart delivery, but there’s no milk for the family that is making pancakes. 

Mountain Dew – “Kiss From a Lime”

A seal (that looks like Seal) sings about how Mountain Dew Baja Blast has a hint of lime in it in a parody of “A kiss from a rose.”

Coors Light – “Slow Monday”

Sloths work slowly because they are dragging after a busy Super Bowl Sunday. Coors Light offers up a “Case of the Mondays.”

Foundation to Combat Antisemitism – “Stand up to Hate”

Robert Kraft’s Foundation to Combat Antisemitism is launching its second-ever Super Bowl campaign this year. The No Reason to Hate effort features football legend Tom Brady and rapper Snoop Dogg.

FanDuel – “Kick of Destiny”

Eli Manning rides on a foot-themed float in a parade after beating his brother Payton in the “Kick of Destiny” earlier in the day. 

Uber Eats – “Conspiracy”

Matthew McConnahougy pitches director Greta Gerwig on an idea that football is in cahoots with big food, because of all the eating references, like Buffalo Wings, Refrigerator Perry, and something having to do with Kevin Bacon. 

Weathertech – “Whatever Comes Your Way”

Four octogenarians refuse to act their age on a road trip to the tune of “Born to be Wild.”

TurboTax – “Now Taxes is So Sweet”

Issa Rae complains about the difficulty of doing taxes in 2025. She is driving to an accountant with a box full of papers that are blowing everywhere, but is then awakened from her bad dream by a call from Turbo Tax. 

Google Pixel – “Dream Job”

A father uses Google Pixel’s AI to prepare for a job interview after spending the past 18 or so years raising his daughter. 

Rocket.com – “Own the Dream”

Mortgage company asserts that the American Dream of owning a home is still alive by having John Denver’s “Country Roads” song play, with many different people singing along. Coming out of the spot, fans in the Super Dome were also singing the song.

He Gets Us – “What is Greatness”

Come Near, a nonprofit run by Papa John’s marketer Ken Calwell, has returned with a religious message. Photos and images of people helping each other through tough times are set to Johnny Cash singing an acoustic version of Depeche Mode’s “Personal Jesus.”

Liquid Death – “Safe for Work”

Doctors, pilots and others are shown popping aluminum cans and taking big swigs until it’s revealed that Liquid Death is only water (and Cola and Iced Tea). 

Hexclad – “Unidentified Frying Objects”

Gordon Ramsey is recruited to cook a gourmet meal for aliens using Hexclad cookware. When the aliens are revealed, one of them is comedian Pete Davidson, who says all famous people are aliens. 

Duracell

Tom Brady conks out on what appears to be live television. Duracell’s new mascot and brand character comes out to point out that he has run out of batteries. The Duracell man replaces the batteries and Brady comes back to life. 

ChatGPT – “The  Intelligence Age”

The brand that popularized AI starts with 2 dots before creating more and more complex pictures charting our history. 

CoffeeMate – “Dancing Tongue”

A man tries CoffeeMate’s new Cold Foam product directly from the can and his tongue begins to dance in a stadium venue. 

NFL – “I Am Somebody”

NFL players lead groups of children in the self-affirming poem “I Am Somebody.”

Stellantis Ram Trucks – “Goldilocks and the Three Trucks”

Glen Powell, wearing a wig of long, blonde locks, retells the story of Goldilocks, but uses Stellantis’ Ram Trucks instead of bowls and beds. He goes on his own adventure set to Van Halen’s “Panama.”

Hellman’s – “When Sally Met Hellman’s”

Billy Crystal and Meg Ryan reenact their Katz’s deli scene decades later, but this time it’s “real” as Sally experiences orgasmic joy by putting Hellman’s mayonnaise on her sandwich. Sydney Sweeney fills in for Rob Reiner’s mother to offer the scene’s stinger line.

Pringles – “The Call of the Mustache”

Actor Adam Brody tries to replenish his Pringles at a party by blowing in a can, which causes people with mustaches all over the country to lose their facial hair.

Budweiser – “First Delivery”

A Clydesdale deemed too little to pull the Budweiser cart, delivers a keg that has fallen off to a bar.

Nike – “So Win.”

Women athletes are told all of the things they can’t be, demanding, confident, challenging, dominant. So, instead they should do all of those things.  

NYULangone Health

Doctors from NYULangone Health are terrible football players.

Novartis – “Your Attention Please”

The commercial draws attention to women’s breasts and then points out that too many women will get breast cancer and should get screened early. 

Halftime 

Indycar on Fox

Fox promotes driver Josef Newgarten

Myfitnesspal – “Fries or Salad”

Food logging app asks us to question our relationship with food.

Yahoo! – “Email Bill Murray”

Bill Murray looks in the mirror and sees a dog. He encourages people who look in the mirror and don’t see themselves to e-mail him. 

Southwest – “MeeMaw”

A vacationing couple brag about changing their flight on Southwest to stay an extra day because the kids can stay with MeeMaw.

Bayer – “See Your Risks”

People walk around with their hands over their eyes as a metaphor for ignoring their heart health risks. Bayer encourages them to check them out at a website.

Fox Nation – “The Saints”

Fox Nation promotes a show about  the 8 most famous saints in history.

On – “Roger Federer and Elmo’s Letters of the Day”

Elmo and Roger Federer debate what the letters on Roger Federer’s shoes (a stylized O and N) really are.

Angel Soft – “Bathroom Break”

An animated angel tells people to go to the bathroom before the halftime show starts. The spot includes a countdown clock of 30-seconds. 

Reese’s – “Don’t Eat Lava”

People are somehow confused that because Reese’s Big Cups with Chocolate Lava have some sort of liquid chocolate in them, it is now ok to eat real molten lava.

Post Halftime Show

NFL – “Flag 50”

A new girl shows up all the boys when she plays flag football against them all in high school. The spot ends with a call to action to have varsity girls flag football in all 50 states.  

Tubi “UltraSound – Western Hat Head”

A couple gets an ultrasound to discover that their soon-to-be born child will be born with a head that looks like a cowboy hat. The boy is mocked growing up as others have cooler heads until the cowboy hat comes into fashion.

Third Quarter

Salesforce – “Gate Expectations”

Matthew McConaughey runs back and forth through Heathrow Airport because his gate keeps changing. But Salesforce has made the airport run more efficiently.

DoorDash – “DashPass Math”

Featuring Nat Bargatze frustrates his assistant because he is spending too much money. He asserts he is saving money because he is using DoorDash’s DashPass. 

Meta – “Who Eats Art?”

Chris Hemsworth and Chris Pratt once again admire art, but Hemsworth eats the infamous banana and sends the two looking for a replacement.  Kris Jenner, who apparently owns the art, catches them in the act.

Stand up to Hate – “Snoop and Tom Hate again”

Nerds – “Wonderful World”

Country star Shaboozey sings a verse from “What a Wonderful World,” as a colorful, candy-filled world comes to life around him.

FoxNation – “From Yellowstone to Yosemite”

Promo for a new documentary show featuring Kevin Costner.

Lay’s – “The Little Farmer”

A young girl grabs a small potato that falls off a Lay’s truck. She plants it, and cares for it as it grows over the season. She harvests a potato and is proud to put it on the next truck.

Megan 2 – “Teaser”

A sequel is coming this summer about a creepy robot.

Homes.com – “Still Not Saying We’re the Best”

Morgan Freeman offers a soliloquy about how Homes.com is “the best,” but a lawyer tells him he can’t say that. Dan Levy and Heidi Gardner try to get around it again and claim they have already claimed the phrase as the company’s new web domain.

Taco Bell – “The Fans”

Taco Bell shows off a commercial of some of its biggest fans in photographs. However, the fans are “a bunch of randos” not famous people, even though Lebron James and Doja Cat really want to be featured in the ad.

NerdWallet – “Genius Beluga”

A Beluga Whale, voiced by actor Kieran Culkin, returns a phone to a sightseeing tourist and offers advice about using NerdWallet to choose a credit card.

Haagen Dazs – “Not so Fast, Not so Furious”

Cast members from the Fast and Furious movie franchise enjoy a Haagen Dazs bar while driving but are not going at breakneck speeds nor pulling big stunts. Instead, they are taking it easy. 

Tubi – “Fleshy Cowboy Head”

A sequel of sorts to the previous spot. The Fleshy Cowboy Head man reappears and heads into a bar to comfort those who previously teased him as a youth.

Fox Nation – “The Saints”

Fox Nation promotes a show about the 8 most famous saints in history.

Bud Light – “Big Men on the Cul De Sac”

Musician Post Malone and comedian Shane McGillis are recruited by neighbors to liven up a dead neighborhood party. They do so by launching Bud Light beers into people’s yards as invitations.

Hims & Hers – “Sick of the System”

Hims & Hers takes on the weight loss medication system in America. They provide medications and treatment plans to make people “feel great in their bodies” and “feel great for America.”

Poppi – “Soda Thoughts”

People are thinking about ordering a soda with their meals or on other occasions but are worried about the sugar and unhealthiness of the drink. Instead, they order a Poppi.

Salesforce – “Dining Alfresco”

Matthew McConaughey is eating by himself outside at a restaurant in the pouring rain. Meanwhile, Woody Harrelson is across the street with friends, under cover, enjoying a much drier, more enjoyable meal.

Ramp – “Expenses Should Do Themselves”

Saquon Barkley is sitting at a desk working on his expenses. He should be on the field playing in the game. 

Tullamore Dew – “So, Whadda Dew?”

Patrons in a bar sing an ode to Irish Whiskey.

Sandals – “Come See All We Are”

Bob Marley’s “Three Little Birds” plays, while the words “White Sand, Blue Water and Romance” repeat on screen and speed up.”

Jeep – “Harrison Ford x Jeep”

Harrison Ford talks about life being long and not having an owner’s manual. There’s a lot more about freedom, heroism, humility, etc. Then he makes a pun about this being a Jeep commercial, even though his last name is Ford.  

Tubi – “Z-Suite”

A promo for Tubi show Z-Suite. 

Stella Artois – “The Other David”

David Beckham is told he has a long-lost twin brother in America. Becks goes to find him, and he looks and sounds suspiciously like Matt Damon.

Dove – “These Legs”

A little girl runs down the block to “Born to Run.” On screen text reveals that in 10 years, she will learn to hate her legs. Dove encourages the world to change the narrative.

Booking.com – “Get Your Stay Ridiculously Right”

Booking.com shows that it can help everyone – muppets and humans alike – find a hotel and other places to stay that suit their individual needs. 

Bosch – “The More You Bosch”

Antonio Banderas and an actor playing the late professional wrestler Randy “Macho Man” Savage describe how using Bosch appliances and power tools make them feel “different.”

Totinos – “Chazmo Finally Goes Home”

Tim Robinson, Sam Richardson and three young teens bid goodbye to an alien who thanks them for sharing their Totino’s pizza rolls. Unfortunately, his head gets caught in the doors before he can get up to his ship. 

GoDaddy – “Act Like You Know”

Walton Goggins explains that actors don’t know what they’re doing when playing their parts. Luckily, when they have to start a small business, GoDaddy has AI tools to help them create a web presence.

Fetch – “The Big Reward”

Retail rewards company Fetch offers $10,000 per second to people who have the app open for the last 2 minutes of the game. 

The post Watch Every 2025 Super Bowl Ad appeared first on Brand Innovators.

This marks a 3.2% year-over-year growth over last year’s broadcast, which was the largest TV audience to date. The second quarter of the game saw the largest audience with an average of 137.7 million viewers between 8 and 8:15 p.m. ET.

The viewership data includes numbers from Fox, Fox Deportes, Tubi, Telemundo and NFL digital properties. Last year’s 123.7 million viewers tracked audiences from the CBS, Univision and Nickelodeon broadcasts, along with Paramount+, CBS Sports and NFL digital properties.

Streaming viewership of the Super Bowl also reached a record high with 13.6 million viewers on Tubi and almost one million tuning in on NFL+ or other NFL platforms.

The post Super Bowl LIX was most watched game ever: Nielsen appeared first on Brand Innovators.

Earnest, inspirational messages with a dash of easy humor won the night during the ad breaks of Super Bowl LIX. 

Monday morning quarterbacks may not have been overwhelmed by this year’s crop of ads, to go by the comments on social media, but testing by research company System1 found the spots largely connected with consumers, especially when they focused on telling a good story and avoided edgy humor. 

“The ads were a step up from last year,” said Vanessa Chin, SVP of Marketing at System1. A number of ads scoring five stars—a feat that did not happen in 2024—helped push the average score for all the ads tested to three stars, up from 2.7 in Super Bowl LVIII. System1 asks survey respondents how they feel before and after seeing an ad, and how they feel about the brand, along with what they remember about the brand and its message, to establish a “fluency” score that quantifies how well viewers recall the brands. 

“I think it’s safe to say that most advertisers this year wanted to avoid controversy,” said Chin. “But the way they did that wasn’t to do bland, out there ads, it was to take out older playbooks for effectiveness and return to tactics like sincere storytelling and humor that was silly, not edgy.” Chin noted spots such as Haagen-Dazs’s spoof of The Fast and the Furious action franchise and Little Caesars’s take on Schitt’s Creek star Eugene Levy’s notable eyebrows were “goofy but not boring” and even the Foundation to Combat Antisemitism’s ad featuring rapper Snoop Dogg and retired quarterback Tom Brady showed a social message could be stirring and effective.  

The three five-star ads moved up the average and demonstrated three approaches that do well in the Super Bowl, said Chin: heartfelt storytelling in Lay’s potato chip ad praising family farms, goofy humor in WeatherTech’s spot featuring senior women on a wild road trip and inspirational and uplifting messaging in the NFL’s spot. 

“A lot of this year’s humor fell flat because it was more edgy or surreal than funny,” said Chin. Those ads performed well on metrics such as brand recognition or short-term recall, but failed to drive positive emotions that support long-term brand-building potential, she said.  But when humor landed, it worked well, she added. Besides Little Caesars, Haagen-Dazs and WeatherTech, she noted that Doritos’ return to their “Crash the Superbowl” fan-made ad also landed in System1’s Top 10. 

Sincerity also “made a big comeback this year” said Chin, noting earnest messages scored strongly, including Lay’s ad and a spot from drugmaker Pfizer about a childhood cancer patient set to rapper LL Cool J’s “Mama Said Knock You Out.” Additionally, two of the NFL’s purpose-driven ads also made the Top 10, said Chin.  

“That’s a great example of how you don’t have to be divisive or controversial to avoid dullness, often you just have to zig where your category is zagging,” said Chin. “The swaggering ad with an LL Cool J soundtrack is so different from the usual soundtrack you might expect in a cancer care ad that it sparked a whole span of emotions and very little neutrality.” 

This was the first year System1 has tested Super Bowl ads for neutrality, essentially the lack of impact on the viewer, something System1 has zeroed in as a problem area for advertisers. 

Mascots, not celebrities

Fluency held up well this year, said Chin, especially when brands focused on distinctive and well-loved brand assets. She singled out the return of the Budweiser Clydesdales, a humorous ad for the soft drink Poppi, Red Bull’s use of its long-running  “gives you wings” slogan and  Pringles chips’ spot featuring a flying mustache—”a really fresh use of a familiar asset,” she said.  

“Returning mascots and creative consistency pay off, but too often brands seem nervous of using them and reach for novelty instead. Budweiser shows why sticking with what works is often the best route,” said Chin. The brand has a long history with the Super Bowl.

Brand mascots were not on wide display at the Super Bowl, but “People like those mascots!” said Chin. She noted Instacart took a risk with a spot packed with brand mascots for all the grocery brands it delivers and it paid off with a four-star score, as well as high brand fluency, which shows viewers recognized the advertiser, as well. 

While mascots were effective, celebrities were less so, in spite of the number of ads that featured an accumulation of celebrities. Spots using one celebrity spokesperson—such as Jeep’s spot featuring Harrison Ford—were rare, with brands such as Dunkin’ and Michelob ULTRA packing the stars. 

The key is in the execution, said Chin. “Maybe the most notable trend this year was the strong performance of ads with no celebrities at all, like Lay’s and WeatherTech,” she said. “A good story will usually beat an expensive celebrity.” 

The post Goofy & earnest ads won the Super Bowl: System1 appeared first on Brand Innovators.

Top Ads by Gameday Views on YouTube (Global) – From 11:59PM ET, Sunday 2/9

1. Booking.com: Get your stay ridiculously right │ Booking.com 2025 Big Game Ad
2. Ram Trucks: Ram Trucks | 2025 Big Game | Goldilocks & the Three Trucks feat. Glen Powell | :90
3. Made by Google: Dream Job | Google Pixel SB Commercial 2025
4. Yahoo.com: Email Bill Murray I Yahoo Big Game Commercial 2025
5. Marvel Entertainment: Marvel Studios’ Thunderbolts* | Big Game Trailer | In Theaters May 2
6. Bud Light: 2025 BUD LIGHT SUPER BOWL COMMERCIAL | BIG MEN ON CUL-DE-SAC | EASY TO DRINK, EASY TO ENJOY :60
7. NerdWallet: Genius Beluga [OFFICIAL] – NerdWallet Big Game Commercial 2025
8. DoorDash: DoorDash | DashPass Math :60
9. Doritos: Abduction
10. Squarespace: Barry and Mosley | 2025 | Squarespace

In addition to the ads, consumers searched for Kendrick Lamar’s Not Like Us, “biggest comeback in nfl history” and Score bug was a top search during the first quarter of the game in the US. Consumers also search for game terms and players for both the Chiefs and the Eagles.

The post Booking.com is most popular Super Bowl ad on YouTube appeared first on Brand Innovators.

The broadcast will feature more than 51 minutes of advertising time. Fox is reportedly selling :30 second ads for at least $7 million each.

Brands are showing up, whether it will be a pricey TV buy on the broadcast or it will be hacking the Super Bowl through digital and on-site activations that break through. We are tracking every Super Bowl ad. Check back regularly for more updates. Here is what we know so far….

Cetaphil

Cetaphil is using the big game stage to drop a new campaign called “We’re All a Lil Sensitive” featuring Lil Wayne.  

On Running

Swiss shoe brand On is making its Super Bowl debut with a spot starring Roger Federer and Elmo.

RITZ Crackers

RITZ Crackers will be at the Super Bowl for the first time ever. This is the second year in a row that a Mondelēz International snack brand will have a spot in the game. The :30 ad from The Martin Agency, directed by Jake Szymanski and produced by Gifted Youth and PXP will feature the cracker as an ideal snack treat for game day.

“On a day where our products will be served on party platters nationwide, it seemed only fitting for us to finally make an appearance on the big screen too. This ad buy marks a significant milestone in our journey to transform how fans view the RITZ brand through fresh and unexpected marketing strategies that speak directly to today’s consumer,” said Steven Saenen, vice president of marketing at RITZ, in a statement shared with Brand Innovators. “The creative is also our boldest yet, designed to raise the bar and meet the moment. We are excited to put it out into the world.” 

Pepsi

Pepsi is celebrating the 50 year anniversary of the Pepsi Challenge with a new challenge: Pepsi Zero Sugar versus Coke Zero Sugar.

Cirkul

Water bottle brand Cirkul is making its Super Bowl debut this year with a spot starring Adam Devine.

TurboTax

Intuit’s TurboTax is running a :45 second ad in the first half of the second quarter. The spot, made in conjunction with R/GA, targets Gen Z and features Issa Rae.

STōK Cold Brew Coffee

STōK Cold Brew Coffee, the Official Stadium Sponsor of Rob McElhenney and Ryan Reynolds’ Wrexham AFC, is returning to the game.

Samsara

Samsara is spotlighting real dash cam footage to to highlight the importance of road safety for professional drivers in their game day spot. 

OpenAI

ChatGPT maker OpenAI is expected to reportedly running its first TV ad during the Super Bowl.

Great Clips

Great Clips and Kawasaki are teaming up again this year for a Super Bowl ad. Last year, the brand gave away 15,000 free mullet haircuts in less than six hours as an extension of Kawasaki’s Super Bowl ad highlighting its Ridge vehicle (business in the front, party in the back). This year, they are giving away free crew cuts for fans and their crew to promote the Kawasaki Ridge Crew, which fits an entire crew.

DoorDash

 DoorDash is returning to the Super Bowl for the fourth year in a row. The spot, created with Wieden+Kennedy Portland, stars comedian Nate Bargatze, who clones himself and makes questionable financial decisions, justifying excessive purchases because of the money he saves using DashPass.

Pizza Hut

Pizza Hut is running a :30 game day ad promoting its Ultimate Hut Bundle ahead of the game. The spot stars Rob Gronkowski who shares into his Ultimate Hut Bundle – two medium pizzas, boneless wings, breadsticks, and dips – and more.

Starbucks

Starbucks is rebranding with itself as The Starbucks Coffee Company, highlighting the coffee house elements of its stores, and is using the big game to launch the new look.

Disney+

Disney+ is running a :30 spot during the game.

Google

Google is showing off Gemini Live on the Pixel 9 in its national Super Bowl ad. The ad has been updated after the AI delivered some false information about cheese.

Google is also putting the spotlight on 50 small business owners across the U.S. this year – one in every state. The 50 :30s TV spots will air in each business owner’s respective market during the Big Game on February 9. The company also created a dedicated website to spotlights all 50 small business owners and their local ads.

Unilever’s Dove

Beauty brand Dove is returning to the big game with a new :30 spot addressing the issue of girls dropping out of sports.

The spot, which will air during Q4 of the game, is based on research that nearly half of girls drop out of sports by age 14 due to low body confidence. The spot, created with WPP’s Ogilvy, will promote Dove’s Body Confident Sport program, a set of coaching tools designed to build body confidence in 11–17-year-old girls.

“As the largest self-esteem education provider globally, Dove is committed to raising the body confidence of girls on and off the field,” said Marcela Melero, chief growth officer, Dove Personal Care North America, in a statement shared with Brand Innovators. “We know that girls who stay in sports have higher body confidence and thrive in other areas of life. We are proud to return to the big game for a second year with this platform and message.”

GoDaddy

GoDaddy is using the Super Bowl to promote its new GoDaddy Airo tool for small businesses. The company’s latest teaser features  actor Walton Goggins in a humorous bit in which he is selling Walton Goggins Goggle Glasses online.

The first teaser focused on a car with an unidentified driver shifts gears. As the car drives by, a man asks in Italian the question: “Who’s that? No, really? Who knows?”

“The key message revolves around empowering business owners to take the leap and start their business, with the knowledge that GoDaddy is there to help bring their vision to life,” GoDaddy’s CMO Fara Howard, told Brand Innovators. “We’re thrilled to use advertising’s biggest stage as an opportunity to introduce this game-changing experience to millions of small businesses.”

Ramp

Eagles running back Saquon Barkley has joined financial services platform Ramp as an investor and will star in the company’s first Super Bowl ad.

“I’ve always believed a winning mindset applies to every part of life. If you want to dominate, you don’t switch off when the clock hits zero and I demand that same intensity in my business ventures,” said Saquon Barkley, in a statement. “Ramp shares my obsession with speed and efficiency, helping teams move faster, spend smarter, and stay a step ahead of the competition. They’re a partner I want in my corner.”

Skechers

Skechers is returning to the big game for the 12^th year in a row with a spot featuring Chiefs coach Coach Reid. In the spot, Reid playfully says he has a side hustle as a hand model as he promotes the convenience of Skechers Hands Free Slip-ins –they don’t require hands to put on.

“From the Euros to Paris, this is a pivotal year for athletic competition, and Skechers will be seen through every moment, starting right now as the first brand to announce our commitment to Super Bowl LIX in 2025,” said Michael Greenberg, president of Skechers, in a statement. “This is the best stage in all of sports to communicate Skechers’ comfort and innovation message.”

Oikos

Danone’s Oikos brand will be at the game with a spot featuring Ted Lasso’s Juno Temple and The Cleveland Browns’ Myles Garrett.

Salesforce

Matthew McConaughey and Woody Harrelson reunite in the Salesforce spot.

Dunkin’

Ben Affleck, Casey Affleck and Jeremy Strong star in Dunkin’s big game spot.

Busch Light

Busch Light is going all out with two Super Bowl ads this year. The brand returns to the big game with its message of offering “beer for the outdoors”. One spot puts a playful spin on “going in circles”. when camping featuring NASCAR Cup Series driver Ross Chastain. The Busch Guy stars in the second spot with another wilderness survival lesson.   

“As one of the most popular rising stars in NASCAR, Chastain has helped us ignite a new chapter in our NASCAR legacy. And with the official NASCAR Cup Series season kicking off with the Daytona 500 just oneweek after the big game, we knew he was the perfect star to spotlight alongside Busch Guy in one of ourspots this year,” said Krystyn Stowe, head of marketing at Busch Family & Natural Family at Anheuser-Busch, in a statement shared with Brand Innovators.

“Busch Light has experienced upward growth for five years because we invest in meeting fans where theyalready are with a Busch Light in hand-whether they’re rooting for Ross in a NASCAR race, enjoying thegreat outdoors, or watching the big game.”

Mountain Dew

PepsiCo’s Mountain Dew brand is bringing its new Mountain Dude to Sunday’s game. This is the brand’s seventh year in a row advertising in the big game.

For the second year in a row, Becky G will star in the ad. She will be joined by Grammy award-winning singer and songwriter, SEAL, in a spot directed by award-winning filmmaker Taika Waititi and created with Goodby Silverstein & Partners.

“The cultural impact of the Super Bowl is undeniable, and having Mountain Dew Baja Blast be a part of it for the second year in a row is incredibly exciting for us as a brand,” said Mark Kirkham, SVP Marketing Pepsi & Sparking Brands, in a statement shared with Brand Innovators. “We’re bringing the unexpected duo of a global icon, SEAL, and a multi-platinum, international artist, Becky G, to the center stage in a fun, outrageous way to help encourage all to have a blast for Super Bowl LIX.”

Fetch

Rewards app Fetch will give away $10,000 every second during the last 2 minutes of the game and will reveal 120 winners via livestream.

Nerds

Nerds is returning to the big game after a successful Super Bowl campaign in 2024. This time the brand will feature Shaboozey eating NERDS Gummy Clusters candy while singing “It’s a Wonderful World.”

Little Caesars

Little Caesars debuted at the Super Bowl in 2020 but sat out the last two years. The brand is returning to the game with a :30 second spot that promotes the QSR company’s new Crazy Puffs.

“This ad is all about celebrating the bold, crave-worthy fun that is Little Caesars, and the addition of Bacon & Cheese Crazy Puffs takes it to a whole new level,” said Greg Hamilton, chief marketing officer of Little Caesars, in a statement shared with Brand Innovators. “With Eugene Levy at the helm, we’ve created a spot that’s as deliciously entertaining as Crazy Puffs themselves. Working with such iconic talent showcases our commitment to delivering not only amazing flavors but also unforgettable brand experiences.”

Uber Eats

Uber Eats is returning to the Super Bowl for the fifth year in a row with a spot that stars Matthew McConaughey, Charli XCX, Martha Stewart and Greta Gerwig about the secret conspiracy behind football: it was invented to sell food.

Lay’s

Lay’s is returning to the Super Bowl stage with an ad airing during the third quarter that spotlights potato farmers called “The Little Farmer.”

Meta

Chris Pratt and Chris Hemsworth Rock star in a Meta ad focused on promoting Ray-Ban Meta Glasses in a game day spot. 

Ram Trucks

Stellantis’ Jeep and Ram are both going to be making an appearance at the big game this year.

Pringles

Kellanova brand Pringles is returning to the game for the eighth consecutive year with a :30 spot airing at the end of the second quarter. Playing up its iconic mustache actor, the spot will star Adam Brody, Nick Offerman and James Harden.

The ad was created in collaboration with the brand’s new creative agency FCB New York and will be focused on humor and entertainment, per the company.

Häagen-Dazs

Ice cream brand Häagen-Dazs has dropped its first-ever Super Bowl spot. The company worked with its new creative agency of record nice&frank. This marks the company’s first foray into Super Bowl advertising in its 60-year history.

The creative, which comes after a recent rebrand, slows down the Fast & Furious franchise to enjoy some ice cream on a coastal drive. Dominic “Dom” Toretto (Vin Diesel) and Letty Ortiz (Michelle Rodriguez) embrace the moment to eat Häagen-Dazs, while Tej Parker (Ludacris) speeds by. The spot, created in collaboration with nice&frank, will run during the third quarter of the game. 

“It really came from this idea about what makes Häagen-Dazs unique in the category, which is all about a smooth creamy texture,” said Rachel Jaiven, head of Häagen-Dazs marketing. “And it really requires you to slow down a moment. You can’t binge this product. You really have to savor it.” 

Zeam

Hyperlocal streaming service Zeam is returning to the Super Bowl with a local buy. The ad features John Stamos trying to come up with a jingle for the platform.

Homes.com

Homes.com will return to the Super Bowl with 2 :30 spots. Watch the spot here.

Foundation to Combat Antisemitism

Robert Kraft’s Foundation to Combat Antisemitism is launching its second-ever Super Bowl campaign this year. The No Reason to Hate effort features football legend Tom Brady and rapper Snoop Dogg.

HexClad
Gordon Ramsay and Pete Davidson star in HexClad’s debut game day spot for cookware brand HexClad.

Bud Light

Post Malone, Shane Gillis and Peyton Manning go to a neighborhood party in Bud Light’s Super Bowl ad, as the brand continues to focus on humor after its 2023 controversy.

“For over forty years Bud Light has been at the center of every great backyard hang with the help of BMOCs. For Super Bowl LIX, we’re celebrating the neighbors that can turn up a party and are always on-hand to lend a few cold ones when your cooler runs dry,” said Todd Allen, SVP of marketing at Bud Light, in a statement.

“For the campaign, we tapped three of our favorite partners in Post Malone, Shane Gillis and Peyton Manning who all undoubtedly deliver BMOC energy in their everyday lives and shared it on screen in hilarious fashion for Super Bowl LIX.”

Doritos

Doritos is once again asking fans to submit their ideas for a Super Bowl ad in the return of its “Crash the Super Bowl” contest, which will award one idea a spot on the big game and its creator $1 million. The brand revealed that Abduction will run.

The brand had previously run the contest for ten years, between 2006 and 2016, and received more than 30,000 submissions over that time. The resultant spots were among the top five in USA Today’s Ad Meter every year and had topped the list four times. 

Reese’s

Reese’s is returning to the Super Bowl after a successful 2024 spot during the big game. This year’s :30, created by Erich & Kallman, will focus on the product’s rich and decadent flavors.

“The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese’s Caramel Big Cups. For 2025, we knew we had to go bigger and bolder,” said Ryan Riess, vice president of brand strategy and creative development, The Hershey Company, in a statement shared with Brand Innovators. “If last year’s spot taught us anything, it’s that people want more Reese’s in their lives. So, here we are – back for round two!”

Booking.com

Booking.com is returning to the Super Bowl with an ad in the fourth quarter this year, the company confirmed with Brand Innovators.

“With this campaign, we’re putting the spotlight on the incredible choice, ease and value that Booking.com offers, making it easier for travelers to find exactly what they’re booking for,” said Arjan Dijk, senior vice president and chief marketing officer at Booking.com. “This year’s creative celebrates the relatable humor and playful moments of travel planning, showing how Booking.com can meet the needs of every traveler. By blending nostalgia, modern storytelling, and a bit of playful imagination, we’re thrilled to share this with viewers during one of the year’s biggest cultural moments in the U.S., inspiring Americans to plan their next trip with confidence and excitement, whatever their travel need may be.”

Instacart

Instacart will advertise during the Super Bowl for the first time, as the brand focuses marketing around sporting events. A teaser includes HEINZ Wiener Dogs, the Old Spice Guy (Isaiah Mustafa), and The Pillsbury Doughboy. The teaser will run during the AFC/NFC championship games on Sunday, January 26. The full ad will drop during the big game.

The ad was created by TBWA\Chiat\Day LA in partnership with Instacart’s in-house Creative Studio under the leadership of Instacart CMO Laura Jones.

Stella Artois

David Beckham and his parents star in a teaser from Anheuser-Busch’s Stella Artois.

Michelob ULTRA

Anheuser-Busch’s Michelob ULTRA brand returns to the big game with a playful pickleball spot featuring Willem Dafoe and Kathryn O’Hara.

Tubi

Tubi will be at the big game promoting its free TV and movie streaming service.

Squarespace

Squarespace is returning to the Super Bowl to make its 11th appearance. The ad stars Saltburn actor Barry Keoghan and a donkey.

Unilever’s Hellmann’s

Hellmann’s is returning to the Super Bowl in 2025 with a :30 second spot focused on how the brand’s mayo can help boost the flavor of watch party dishes.

The brand dropped a teaser in which a waitress Katz’s Deli reads out an complicated sandwich order. Then the company revealed the full add featuring Meg Ryan and Billy Crystal in a spot that plays tribute to their iconic roles in When Harry Met Sally.

Hellmann’s has worked with its agency partners VML, Mindshare and Edelman on this effort.

“This year, we’re tapping into nostalgia and the timeless appeal of Hellmann’s, which has been a part of so many flavorful moments since 1913,” said Jessica Grigoriou, SVP marketing, condiments at Unilever North America, in a statement. “Much like the Big Game and classic rom-coms, Hellmann’s brings people together to enjoy life’s simple pleasures like a deliciously creamy sandwich. Whether you’re in an iconic deli or your own kitchen, Hellmann’s brings out the best.” 

Novartis

Novartis has bought a Super Bowl ad for the first-time ever with a new message to push women to get screened for breast cancer. The “Your Attention, Please” spot features comedian and breast cancer survivor Wanda Sykes alongside musician/actress and breast cancer advocate Hailee Steinfeld. 

Liquid Death

Liquid Death has been known for hacking the Super Bowl in the past with campaigns that disrupt the big game. This year the brand has bought its first TV ad.

NFL

The NFL is working with agency 72andSunny and partners Big Brothers, Big Sisters of America, Special Olympics, and the InSideOut Initiative to highlight its platform for good during their game day ad. Watch the ad here.

P&G

P&G has tapped the The Baha Men to re-record a remixed version of their hit song “Who Let the Dogs Out” for its Super Bowl ad for Spruce, a new weed & grass killer.

Angel Soft

Angel Soft Toilet Paper is making its Super Bowl debut with a spot just before the half time show, encouraging viewers to take a break and hit the bathroom before the entertainment begins.

Hims & Hers

Health and wellness platform Hims & Hers is running its first-ever Super Bowl ad aiming to raise awareness around America’s public health crisis around obesity. The spot shows how Hims & Hers is helping address the weight loss drug shortage. The :60 spot will air during the third quarter.

“At Hims & Hers, we are focused on bettering the health of Americans by making essential, life-changing care accessible,” said Dan Kenger, chief design officer at Hims & Hers, in a statement shared with Brand Innovators. “Our debut Big Game ad illustrates the stark contrast between the broken healthcare system of today and the future of healthcare that Hims & Hers is advocating for by providing access to life-changing solutions for the millions of individuals who are looking for a better, more personalized, more affordable way to take care of their health.”

Rocket

Rocket will return to the game for a Super Bowl spot with an ad that Chief Marketing Officer Jonathan Mildenhall told us that the campaign will rival Nike’s ‘Just Do It’ in terms of creativity.

The company recently unveiled a new brand refresh which will come to life in the spot, as the brand looks to reposition itself as the “Apple of home ownership.”

Mildenhall told Brand Innovators that this year’s game will be the first time that America comes together after the administration change. “Rocket is holding ourselves accountable to two values that you will see in all of our work,” he said. “We are building the most optimistic brand in America. We place 30 year bets on people who place 30 year bets on themselves and you cannot do that with a pessimistic mindset. You’re going to see the Rocket brand overflow with optimism. The Super Bowl is our attempt to make Rocket the most inclusive brand in North America.” 

Nestle’s Coffee mate

Coffee mate has purchased a Super Bowl add for the first time ever to promote its new Coffee mate Cold Foam product. Country icon Shania Twain will star in the spot.

“With 1 in 5 coffee drinkers craving whipped topping on their beverages, and cold coffee on the rise, we couldn’t think of a better way to introduce our most experimental product yet,” said Daniel Jhung, president of Nestlé USA’s Beverage Division, in a statement shared with Brand Innovators. “We’re calling on all beverage lovers to go get their hands on our iconic coffee creamer flavors, now available in delicious cold foam.”

Budweiser

Anheuser-Busch brand Budweiser has dropped its game day spot starring the brand’s iconic Clydesdales, including a pony. The spot, created by FCB New York, highlights the hard work it takes to deliver Budweiser to people across America with the iconic tagline “This Bud’s For You.”

Coors Light

Coors Light released Mondays Light, limited-time packaging in time for “the Mondayest Monday” the day after the Super Bowl.  The Molson Coors brand has also dropped a teaser featuring actor and comedian Timothy Simons.

“For our Big Game campaign, we want to make an impact that is more than just ads and create moments that resonate long after the event,” Marcelo Pascoa, VP of marketing at Coors Light told Brand Innovators. “Beyond our spot, we want to give football fans an integrated experience with humor that sparks conversations beyond game day.”

NerdWallet

NerdWallet is making its Super Bowl debut this year with a :30 spot, from agency of record Deutsch, during the third quarter of the game. 

Taco Bell

The QSR is also encouraging fans to snap and share photos at the drive thru for the chance to be featured in the QSR company’s Big Game commercial. Anyone can enter, including Doja Cat, who stars in Taco Bell’s teaser.

“Every day in our drive-thrus we see moments that are so uniquely ‘our fans’ – the moments, the memories, and the energy that makes Taco Bell who we are,” said Taco Bell CMO Taylor Montgomery, in a statement. “That’s why, for our return to football’s biggest stage, we’re sidelining the celebrities and turning the camera on the fans who already make Taco Bell what it is. We’re inviting Taco Bell Rewards members to come through and do you.”

Totino’s Pizza Rolls

General Mills snack brand Totino’s Pizza Rolls will be at the Super Bowl for the first time ever. And this marks the first time that General Mills will be at the Big Game after more than a decade. After starring in Totino’s Pizza Rolls’ fall ad campaign, comedy duo Tim Robinson and Sam Richardson will star in the big game ad along with the ET-like Chazmo.

The brand decided to make the big game play after a successful ad campaign that took on “Big Pizza” during the playoffs last year. The effort, is credited with driving the brand’s second highest sales month its 30-year history.

“Totino’s Pizza Rolls has been an iconic brand for decades, bringing people together with a delicious and affordable snack, and our Big Game announcement underscores General Mills’ continued investment in building bold brands during key consumer moments,” said Doug Martin, chief marketing officer at General Mills, in a statement. “We know Totino’s is well-positioned to win at game time, and the Big Game is the ideal moment for Totino’s Pizza Rolls to connect with fans and elevate their snacking experience with an incredible value and delicious taste.”

Weather Tech

Weather Tech is reportedly returning to the Super Bowl for the fourth consecutive year.

Anheuser-Busch

Anheuser-Busch is running five ads during the big game. Michelob ULTRA, Busch Light, Budweiser, Bud Light and Stella Artois will each have a spot during the broadcast.  

“At Anheuser-Busch we recognize the unique position that our decades of experience with Super Bowl has granted us,” said Kyle Norrington, chief commercial officer, Anheuser-Busch, in a blog post. “For our brands to be an essential part of the broadcast, the in-game experience in bars and at-home watch parties across the country is a privilege we do not take lightly. A cultural moment like Super Bowl is when we truly show the world that no one can meet the moment like we can.”

State Farm

State Farm has backed out of its Super Bowl plans in response to the fires burning in Los Angeles.

Last year, the insurance brand ran an ad starring Arnold Schwarzenegger as Agent State Farm, a special agent who went through great lengths to be a great neighbor.

“State Farm, State Farm agents, and our employees are all focused on helping customers impacted by the Southern California wildfires in the midst of this tragedy,” said a company representative in a statement. “State Farm serves more 8 million customers in California – more than any other insurer – and we’ve been doing this for nearly 100 years. Our claims force is the largest in the industry and we are bringing the full scale and force of our catastrophe response teams to help customers recover – whether they are on the ground in LA or across the country.”

Duracell

Battery brand Duracell recently launched its first ever character, the Duracell Scientist. He has been making the rounds through various campaigns, social efforts and an appearance at F1. The new spokesperson is now headed to the Super Bowl with creative made in conjunction with VaynerMedia.

FanDuel

Peyton and Eli Manning will star in the FanDuel’s The Kick of Destiny 3 big game ad. The two brothers will face off in a live kicking competition at 3pm ET on the FOX Super Bowl Pregame Show. Each Manning will attempt a 25-yard field goal to win the Kick of Destiny 3.

If a tiebreaker is needed after three rounds, the kicker who kicked it closest to the center target on the net in the last round will be declared the winner. FanDuel is offering customers the opportunity to make a free pick on which Manning will win through the FanDuel Sportsbook app.

“With the Kick of Destiny, we set out to make FanDuel a part of Super Bowl Sunday,” said Andrew Sneyd, EVP of marketing at FanDuel, said in a statement. “For year three, we’re raising the stakes by introducing a rivalry and a head-to-head Kick of Destiny competition. Peyton & Eli Manning will make history by competing against each other live for the first time in Super Bowl history. May the best Manning win!”

MSC Cruises

MSC Cruises will run a 60-second commercial that highlights the line’s newest ship, which is slated to debut in April from Miami. The ad will star two yet-to-be-revealed celebrities traveling on the cruise line’s MSC World America.

The commercial will kick off a nationwide marketing campaign.

Jeep

Jeep is reportedly returning to the big game after sitting out last year.

Bosch

German engineering and technology firm Bosch has plans to run a Super Bowl ad for the first time in its 139 year history. The brand revealed the plans during a press conference at CES. The company would not share details about the ads but they did a presentation on how their tech is integrating with everything from smart bikes and race cars to refrigerators and ovens. The tag line Coded #LikeABosch runs across these categories.

“We do it because we really do believe that the American market is one of the most important ones for us when we look at strategy and growth,” Boris Dolkhani, CMO of Bosch, told Brand Innovators at the press conference. He also said that the ad would kick off a four year US campaign.

“When you want to be a part of American culture, there is definitely one that you shouldn’t miss,” he added.

The post Brand Innovators Super Bowl Ad Tracker 2025 appeared first on Brand Innovators.

The spot stars Eugene Levy, whose eyebrows are more than raised when he tastes the new snack. Brand Innovators caught up with Jaime Pescia, VP, global creative & brand engagement at Little Caesars ahead of the game to talk about the ad.

Why the Super Bowl for this campaign, and why did you decide to be there this year?

The Super Bowl is really the biggest stage for brands to communicate to their fans and to gain new ones. It’s the one time a year that people are actually paying attention and excited to see the commercials.

So we’re returning to the Super Bowl to really showcase the deliciousness of our crazy puffs. It’s a great way for us to continue building our crazy puff dynasty and tease the new line extension of the bacon and cheese crazy puffs.

Can you talk about where you came up with the creative, this playful idea, and the stars involved?

The strategy behind the campaign was to make sure people understood how delicious these were. We wanted our fans to really think after they saw the ad, “Whoa, we’ve got to try crazy puffs,” because we’re really trying to build awareness for them and how delicious they are.

The ad was built on a consumer truth about the product. When people try crazy puffs for the first time, they say, “Whoa, these are delicious,” and that actually makes them raise their eyebrows in excitement. So we wanted to capitalize on that experiential moment that consumers have with our product.

And what better way to do that than with the most eyebrow-raising guy in the biz, right? Eugene Levy. When you taste crazy puffs, you have that moment where your eyebrows raise, so we wanted to build an epic “whoa” moment with our commercial.

Tell me about how this campaign will continue beyond game day.

We’ve had a three-phase approach: buzz, breakthrough, and bacon – what we’re calling it. The goal was to create buzz at the beginning to build excitement, land the game with a memorable spot, and break through the clutter.

Afterward, we’ve coined it the “bacon phase” because we want to keep promoting the bacon and cheese crazy puff. Starting Monday after the Super Bowl, you’ll see different versions of the spot that emphasize taste appeal and deliciousness. And, of course, the value price of $3.99.

We’ll also continue to have fun moments with Eugene on our social media platforms, playing off his love of bacon and cheese crazy puffs.

How long will the campaign run?

The campaign itself runs for a couple of months. We’ll have the Eugene extension for the next few weeks, but then we’ll transition to a different spot without celebrity talent to really cement the deliciousness of bacon and cheese crazy puffs.

Why did you choose the Super Bowl to promote this new product innovation?

Given that it’s the biggest stage, we wanted to get mass awareness for this product quickly. The Super Bowl gives us the perfect platform to do that.

We really believe this product is a “lightning in a bottle” experience for Little Caesars and for our consumers, and we thought the Super Bowl was the best way to create excitement and awareness around it.

Any predictions for what we’ll be seeing with ads on Sunday?

I think you’re going to see some really great ads. We’re seeing a shift from the past few years where brands are more invested in making the best creative possible. I think there’s going to be a lot of great ads and a lot of competition among brands.

What do you think goes into making a great Super Bowl ad?

I think it definitely needs to grab instant attention. It’s such a cluttered time, so you need that attention-grabbing moment. It has to be memorable and create an emotional connection with fans—whether it’s a laugh or even a tear.

With Little Caesars, we aim to bring the joy of pizza into our ads, and we’re going to deliver on a crazy fun moment that makes you laugh.

The post Little Caesars Super Bowl spot raises eyebrows appeared first on Brand Innovators.

“We didn’t start this by saying we wanted to do a Super Bowl ad,” said Laura Knebusch, senior vice president, CPG Marketing and CX at Georgia-Pacific. “We started with the idea for to make the brand more part of culture and make Angel, our brand mascot, more iconic. The idea stemmed from this concept of ‘potty-tunities’ and the fact that things are getting longer – concerts, movies, sports events – and everyone’s bladders are not getting any bigger.”

Ninety-two percent of people are not going to the bathroom at a sporting event because they don’t want to miss out and almost a third of people actually plan out when they go to the bathroom during an event.

“There’s actually a real consumer tension around whether to go or not,” said Knebusch. “We picked this up first through social listening and consumer conversation. Then we validated it through quantitative research, which gave us key facts to understand that this is a true pain point. Once we identified that as a space where Angel Soft could play a role, the Super Bowl became the ultimate place to talk about it. It’s the biggest scenario where you don’t want to miss the game, the commercials or the halftime show. It felt like the perfect opportunity to introduce “potty-tunities” and bring it to life.”

Two years ago the brand launched a campaign called “Crafted in the Clouds,” which introduced their brand mascot Angel – the home of all things soft and strong. “Potty-tunities” is a specific activation that brings “Crafted in the Clouds.” The spot airs right before halftime. The brand confirmed through consumer research that this was a strategic time point in the game for a bathroom break.

“For us, what makes our Super Bowl ad great is that we actually don’t want you to watch it,” laughed Knebusch. “The whole point is that it’s different and unexpected. Hopefully, consumers will remember Angelsoft, but ultimately, we want them to take a bathroom break instead of staying glued to the screen.”

This is the brand’s first Super Bowl ad and Knebusch said the timing felt right because the campaign was already established and was experiencing some momentum. “We wanted to amplify our presence in culture, and this idea fit perfectly,” she added. “It’s critical to be part of cultural conversations and show up where consumers are in ways that make sense for the brand.”

In addition to the spot, the brand has built a full, integrated campaign that includes an integration with Fox, influencer partnerships, in-store activations and digital campaigns that all culminate at the Super Bowl.

“This effort is about long-term impact,” explained  Knebusch. “Of course, we hope for short-term results, but we’re focused on driving long-term success. It was a combination of where the business is, where the brand is, and the opportunity in front of us.”

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