Ah, the Super Bowl—where brands drop millions of dollars for 30 seconds of glory. And let’s be real: some of these ads are more exciting than the game itself. This year, we got a mix of nostalgia, celebrity cameos, and just the right amount of weird. Let’s break down the best ads from Super Bowl 2025 and what made them marketing gold.
1. Michelob ULTRA – “Pickleball Hustle”
What it’s for: Promoting Michelob ULTRA’s low-carb, active-lifestyle brand image.
Why it’s cool: Michelob ULTRA understands that pickleball is having a moment, so they roped in comedy legends Catherine O’Hara and Willem Dafoe to hustle unsuspecting players on the court. It’s funny, timely, and perfectly aligns with their “fit but fun” brand persona. Plus, O’Hara is a national treasure, and we should protect her at all costs.
2. Budweiser – “First Delivery”
What it’s for: Celebrating Budweiser’s legacy and good ol’ American tradition.
Why it’s cool: Budweiser’s Clydesdales are back, and this time, they brought an adorable foal learning the ropes of beer delivery. It’s heartwarming, nostalgic, and hits that sweet spot of emotional storytelling. You might even tear up a little (it’s okay, we won’t judge).
3. Instacart – “Old Spice Guy”
What it’s for: Promoting Instacart’s grocery delivery system
Why it’s cool: OMG! Do you remember the AMAZING Old Spice commercial back in the early 2010s. Well, same guy, same delivery, similar script (sadly not quite as tight as the original), totally different products. This one hit this marketer right in the nostalgia nerve!
The original Old Spice ad, because it was sooooo good.
4. Uber Eats – “Da Bears”
What it’s for: Promoting Uber Eats’ delivery service with a Chicago twist.
Why it’s cool: Matthew McConaughey as Mike Ditka? Genius. He leans hard into the legendary Chicago accent (“Da Bearsss”), and it’s both ridiculous and hilarious. Uber Eats keeps it fun while reinforcing their place as the go-to for game-day snacks.
5. Oikos – “Surprising Strength”
What it’s for: Positioning Oikos yogurt as a high-protein snack.
Why it’s cool: Ted Lasso’s Juno Temple somehow lifts NFL beast Myles Garrett—because, obviously, Oikos yogurt gives you superhuman strength. It’s funny, it’s absurd, and it lands the message perfectly. Protein-packed andmemorable? That’s a win.
6. Hellmann’s – “When Sally Met Hellmann’s”
What it’s for: Reminding people that Hellmann’s mayo is the glue holding their sandwiches together.
Why it’s cool: Hellmann’s takes one of the most iconic rom-com scenes (When Harry Met Sally, you know the one) and reimagines it with a deli twist. Nostalgia + food = marketing gold.
7. Taco Bell – “Fan-Focused Fun”
What it’s for: Celebrating Taco Bell fans with a celebrity cameo.
Why it’s cool: Doja Cat photobombs unsuspecting Taco Bell lovers, making their meals instantly more memorable. This one is gets a meh from me. Sure, it’s playful, social media-friendly, and capitalizes on Doja’s Gen Z appeal, but something about it feels forced and un-engaging.
8. Stella Artois – “The Other David”
What it’s for: Positioning Stella Artois as the classiest beer in the game.
Why it’s cool: David Beckham meets his long-lost American twin, a.k.a. “The Other David,” and hilarity ensues. Stella leans into European sophistication with a dose of self-aware humor.
9. GoDaddy – “Airo with Walton Goggins”
What it’s for: Promoting GoDaddy’s new AI-driven website-building platform, Airo.
Why it’s cool: Walton Goggins plays a wildly confident entrepreneur, effortlessly building a website with GoDaddy’s AI. The ad strikes the perfect balance between informative and hilarious, making AI feel way more approachable.
Super Bowl ads are more cultural moments than commercials these days. The best ones this year aren’t just about selling products, but about telling stories, sparking conversations, and making us laugh (or cry).
If your brand isn’t thinking about storytelling, humour, or tapping into pop culture to promote your business, you’re missing out.
Want help crafting campaigns that actually stick? Let’s talk.
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