Top Super Bowl Ads of 2025 for Branding and Marketing Strategy

Super Bowl LIX may have been the “big game” for sports fans; it was also the big game for marketers, too. And whether you love the game, the halftime show, or the commercials (or just the food, no shame), the Super Bowl becomes a conversation that lasts for a lot longer than just a Sunday afternoon.

When it comes to the ads, we love to analyze the game film to notice storytelling aspects, branding moments and more. So grab your favorite snack (no judgment if it’s leftover wings) and join us as we break down our favorite Super Bowl ads of 2025 and the aspects that made them stand out as brand communications pieces.

1. Stella Artois “David and Dave” Ad

In this commercial, David Beckham discovers he has a secret twin brother named Dave, portrayed by Matt Damon, living in America. What ensues is a series of cultural differences between the two actors, which are eventually solved with Stella Artois. “I have taste, David” is the key line that Stella wants you to remember about their beer.

Takeaway: Playful celebrity pairings and self-deprecating humor distract from the subliminal messaging about Stella being able to cross cultural boundaries and being for people with “taste”.

2. Jeep x Harrison Ford | “Owner’s Manual”

Jeep is a textbook example of the Explorer brand archetype, one of Karl Jung’s 12 brand personalities. So when you take a beloved actor known for going his own way and give him a monologue about personal choice and encouraging others to do the same, you get a memorable ad that reiterates that great brand personality.

Takeaway: Jeep is known for being an Explorer brand. This ad leans into the brand in a major way, giving audiences the encouragement to join them on the journey.

3. Coca-Cola’s Westside’s Finest by Kenya Barris

Coca-Cola partnered with Kenya Barris to make one simple point: even as technology changes, Coca-Cola is there with a wide variety of products, each featured throughout the ad. The clip centers around a family-owned convenience store and conversations around AI, computers and technology changes throughout the years. It plays to multiple generations and the cultural conversation around AI tools while showcasing the brand’s longevity.

Takeaway: Connecting legacy with modern relevance strengthens brand loyalty and resonates across generations.

4. Yahoo “Email Bill Murray” Ad

Yahoo’s Super Bowl ad featured actor Bill Murray sharing his “actual” Yahoo email address, billhimself@yahoo.com, inviting viewers to engage with him directly. While only 15 seconds, the ad is a unique attempt at interaction with an audience.

Takeaway: Breaking the fourth wall and inviting direct interaction can turn a Sunday afternoon ad into a Monday morning conversation. We’re not sure this one did that, but it was a solid attempt.

5. Uber Eats “A Century of Cravings” Ad

Uber Eats delivered cameos and fun conspiracies, while Matthew McConaughey explained an elaborate theory that football is all one big food advertisement. Each clip showcased a different aspect of NFL lore and its food connection, making us all a little hungrier. The kicker? (pun intended) The entire thing is an elaborate pitch to Greta Gerwig while they chow down on Uber Eats.

Takeaway: Having your finger on the pulse is critical, and playing into a love for conspiracy theories, football and food leaves a memorable impact.

6. Mountain Dew “Singer Seal” Ad

This ad features a seal with the face of singer Seal performing a rendition of “Kiss from a Rose,” humorously tweaked to promote Mountain Dew’s Baja Blast flavor. Our favorite part? Seal, the person, complimenting Seal.. the seal. We give it a seal of approval.

Takeaway: Humor, a jingle and a celebrity that doesn’t take themselves too seriously make for a weird but funny ad. If you can picture Seal as a seal, then it worked.

7. Pfizer’s “Knock You Out” Ad

Pfizer has been on a PR rollercoaster for the last several years, starting with a major role in the COVID vaccine development. But Pfizer wanted to make sure its brand was associated with a broader storyline: it’s work on cancer research. They do this while putting you squarely in your feels. A little boy dons a boxing outfit, rings the bell and has a championship parade until he gets home and can hug his mom again. We’re not crying, it’s dusty in here… because of the onions.

Takeaway: There’s a place for humor and a place for empowerment. Pfizer chose empowerment and poured on the emotion. Their end goal? For you to associate Pfizer with a kid going home to their family, even after a battle with cancer.

8. TurboTax “Now This is Taxes” Ad

Marketers, like TurboTax, often rely on a strategy that involves pointing out everything frustrating or backward with the “old way” of doing a thing. In this case, TurboTax nailed the strategy, leaning into all of the pain points of doing your taxes and showing how great it feels to use their service (like sitting poolside with a cake).

Takeaway: Solving a universal pain point with humor and painting the alternative is a powerful tactic to sell your brand and services.

Key Trends from Super Bowl 2025 Ads

If you want to learn about marketing, branding and messaging, then the Super Bowl is a great opportunity to see real marketing in action. This year’s Super Bowl commercials reinforce some fundamental strategies while playing up cameos and humor. From emotions to humor, brands explored diverse ways to connect with their audiences. Here’s a quick recap of the dominant themes:

1. People-Driven Messaging

Sustainability and political themes largely took a back seat this year, with a few notable exceptions, which makes sense given the climate. However, one thing that didn’t take a back seat was a focus on people.

Pfizer, Nike and Coca-Cola’s ads centered around people, even as they made bold statements about their brands and the customers who use them.

2. There’s a line between “Funny” and “Weird”

Many commercials looked for ways to infuse humor in their ad spots, but some brands went above and beyond to elicit a shocked expression or laugh. Dunkin frequently walks this line and brands like Lil Caesar’s and Pringles boldly step over it.

3. AI is the current obsession

Several ads, including those by Coca-Cola, ChatGPT and Google, addressed the cultural zeitgeist around AI and its role in society.

4. Cameos, Nostalgia, and Collabs

It was hard to find a Super Bowl commercial without a celebrity cameo or a hit of nostalgia. UberEats took this to a whole new level, playing with collaborations to jam as many cameos as possible into 60 seconds.

Maximizing Your Brand Like a Super Bowl Champion

Super Bowl ads are more than entertainment—they’re a masterclass in branding, storytelling, and connecting with audiences. At HAVEN, we’re inspired by the creativity and innovation displayed on this year’s biggest stage.

Ready to create your brand’s own touchdown moment? Get in touch with our team at HAVEN to learn how to get started today!