Category: Thought Leadership
In a year when advertising spots commanded an eye-watering $8 million for just 30 seconds of airtime, Super Bowl LIX’s commercial breaks became a showcase of creative ambition. From heartwarming nostalgia to cutting-edge tech, these ads didn’t just sell products – they captured moments that had everyone talking long after the final whistle.
The Standout Moments
The Muppets Take Over Booking.com
Who could have predicted that watching Kermit and Miss Piggy plan a vacation could be so entertaining? The Muppets’ signature chaos and charm made Booking.com‘s ad the most-watched Super Bowl commercial of 2025. There’s something special about seeing these beloved characters navigate modern travel planning, proving that some things never go out of style.
The DunKings Revolution
Ben Affleck continues to prove he’s Dunkin‘s best brand ambassador. Watching him rope in brother Casey, ‘Succession’ star Jeremy Strong, and – in perhaps the most surprising twist – Bill Belichick for his Boston-flavored dance crew was pure gold. It’s rare to see celebrities having this much genuine fun in a commercial, and it’s infectious.
Google’s AI Gets Real
After a minor stumble with their initial Gemini cheese statistics, Google came back strong. Instead of making grand promises about AI, they showed us something more valuable: real small businesses using artificial intelligence to solve everyday problems. It was refreshing to see tech presented in such a practical, down-to-earth way.
Instacart’s Marketing Marvel
Remember when the Avengers assembled for the first time? Instacart gave us that same feeling by bringing together advertising’s greatest icons. Watching Mr. Clean, Tony the Tiger, and the Pillsbury Doughboy share the screen was like a reunion we never knew we needed. The ad perfectly balanced nostalgia with modern humor, leaving us with a warm sense of nostalgia and a chuckle.
When Hellmann’s Met Sally
Meg Ryan and Billy Crystal returning to Katz’s Delicatessen after 35 years was already special. Add Sydney Sweeney to the mix, and you’ve got a masterclass in bridging generational gaps. The ad managed to honor the original scene while creating something fresh for today’s audience while putting Hellmann in the spotlight.
What Made 2025 Different
AI Steps Into the Spotlight
This year marked a shift in how companies talk about AI. Meta showed us smart glasses that feel like science fiction becoming reality, while Salesforce and Matthew McConaughey demonstrated how AI is already changing customer service. These weren’t just tech demos – they were glimpses into our near future.
Celebrities as Storytellers
Gone were the days of random celebrity cameos. Instead, we saw thoughtful casting that enhanced each ad’s story. Willem Dafoe and Catherine O’Hara dominating younger players at pickleball for Michelob Ultra wasn’t just funny – it challenged our assumptions about age and athleticism. Meanwhile, Gordon Ramsay’s encounter with Pete Davidson’s alien for HexClad perfectly played to both stars’ strengths.
A Powerful Push for Women’s Sports
Nike’s “So Win” campaign, featuring Caitlin Clark and Sha’Carri Richardson, was just timely and compelling. As women’s sports continue to break viewing records and attract new fans, this ad felt less like a statement and more like a celebration of what’s already happening.
Looking Forward
The absence of cryptocurrency ads and fewer betting commercials marked a notable shift from recent years. Instead, we saw more focus on practical technology, authentic storytelling, and meaningful social commentary. This shift not only reflects the changing interests of the Super Bowl audience but also indicates a maturing of the advertising industry, where substance and relevance are becoming more important than just spectacle.
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