Super Bowl LIX wasn’t just about football—it was a showcase of ingenuity in marketing. Each year, brands gamble big (to the tune of $8 million per 30-second ad) for a chance to capture the nation’s attention. With such high stakes, the challenge isn’t just making a good ad—it’s making an ad that resonates long after the final whistle blows.

This year, amid a landscape of economic uncertainty and shifting consumer sentiment, many brands leaned away from risk-taking and played it safe. "Nowstalgia"—pairing rising stars with established icons—dominated, while humor, celebrity cameos, and absurdist comedy took center stage. And while some brands nailed it, others flopped despite their star-studded casts.

Let’s dive into the best, the worst, and what marketers can learn from the 2025 Super Bowl ads.

The Celebrity Ads That Scored Big

Michelob Ultra – “The Ultra Hustle” (Wieden+Kennedy New York)

Catherine O’Hara and Willem Dafoe, alongside NFL legend Randy Moss and Olympic gold medalist Ryan Crouser, bring effortless charm to this pickleball-themed ad. The spot’s humor and actor’s cultural relevance—capitalizing on the pickleball craze—made it a clear winner. Michelob Ultra knows its audience and played into the moment with ease.

Dunkin’ – “DunKings 2: The Movie” (Artists Equity)

Ben Affleck’s Boston-infused intensity, a faux boy band comeback, and an out-of-nowhere Jeremy Strong appearance? Dunkin’ delivers yet again. The over-the-top absurdity works because it’s consistent, self-aware, and memorable—the key ingredients to a viral Super Bowl ad.

Uber Eats – “Century of Craving” (Special U.S.)

A standout spot in creativity, Uber Eats wove an alternate history where football itself was designed to sell food. Pigskins, Buffalo wings, William “The Refrigerator” Perry—all cleverly tied together by Matthew McConaughey. This wasn’t just a fun commercial, it surpassed competitors like DoorDash and Instacart by being a masterclass in brand storytelling.

Marketing Takeaway: Surprise and delight. Consumers crave entertainment, and ads that create a humorous, immersive world will always be remembered.

Celebrity Ads That Missed the Mark

Hellmann’s – “When Sally Met Hellmann’s” (In-house)

This ad leaned too heavily on nostalgia, recreating an iconic scene instead of reinventing it. Sydney Sweeney and Jon Hamm had potential, but the execution felt more like a reenactment than a fresh, relevant take. A clever spin could have made this an instant hit, but instead, it was a missed opportunity. Setup’s Marketing Manager, Madeline Evans, resident lover and expert of “When Harry Met Sally,” thought it was the most iconic scene and perfect pair with the product. Goes to show that not every ad will resonate with an entire population.

The Foundation to Combat Antisemitism – “No Reason to Hate” (VML)

While the cause is incredibly important, the ad’s generic messaging diluted its impact. Instead of addressing antisemitism directly, it took a broader stance on hate, making the message less specific and powerful. Tom Brady and Snoop Dogg’s inclusion was attention-grabbing but ultimately overshadowed the point.

Marketing Takeaway: Know your purpose and communicate it clearly. Nostalgia alone won’t carry an ad, and broad messaging can lose effectiveness.

Ads that Inspired + Tugged the Heartstrings

Dove – “Keep Her Confident” (Ogilvy U.K.)

A simple yet powerful message about body image and self-esteem, Dove’s latest campaign stayed true to its brand DNA. Backed by compelling data, the ad reminded us why consistent brand purpose builds trust.

Nike – “So Win” (Wieden+Kennedy Portland)

Nike returned to the Super Bowl after 27 years with a bold, black-and-white tribute to female athletes breaking barriers. It was empowering, culturally relevant, and classic Nike—showcasing why sticking to brand values wins every time.

Google Pixel – “Dream Job” (In-house)

Google nailed the emotional appeal, seamlessly integrating AI into a deeply human story about job searching and self-reflection. This was AI marketing done right—enhancing rather than replacing human connection.

Marketing Takeaway: Empower your audience. People want to feel seen and understood, and brands that uplift consumers will always have a competitive edge.

Who Skipped the Super Bowl + Why?

State Farm: Opting Out for Good

Instead of running an ad, State Farm donated its budget to wildfire relief efforts. Insurance competitors Geico and Allstate also slashed their advertising budgets by 30%. These brands are reprioritizing.

Automakers: A Major Pullback

Only Jeep and Ram (both owned by Stellantis) ran ads this year. In 2024, Kia, BMW, Toyota, and Volkswagen all sat out for the first time in 23 years—a stark contrast to 2014 when automakers made up one-third of Super Bowl commercials.

Adweek reported that automakers are adjusting to an evolving political and economic landscape, prioritizing long-term sustainability over costly Super Bowl splurges. The industry’s shift in advertising strategy shows that even the biggest spenders are reevaluating ROI.

Final Thoughts: What This Means for Marketers

The themes of celebrity appeal, nostalgia, and absurdist comedy dominated Super Bowl LIX. But the real marketing wins came from brands that:

Stayed true to their identity (Nike, Dove)
Told cohesive, clever stories (Uber Eats, Google Pixel)
Surprised and delighted audiences (Dunkin’, Michelob Ultra)

The list of Super Bowl advertisements that deserve credit is endless. While most ads are incredible, it is difficult to compete when going up against the big names. Some additional shout outs are owed to Jeep with Harrison Ford, Tubi starring some odd fleshy hats, Poppi with bright colors and catchy songs, Homes.com with Dan Levy, Liquid Death and “drinking” at work, and OpenAI with a completely human-made ad for AI.

The Big Takeaway for Marketers

Super Bowl ads reflect broader marketing trends. Understanding consumer expectations, using nostalgia strategically, and blending humor with smart storytelling will make your brand stand out—not just during the Super Bowl, but year-round.

If you’re looking for a marketing agency that can help your brand craft impactful campaigns like the ones above, Setup can connect you with the perfect partner. Learn more here.

What was your favorite Super Bowl ad this year? Am I completely off? Feel free to message in the comments or email me at Evan@setup.us.

Blog

Super Bowl LIX: 2025 Marketing Ad Champions + Fumbles

Super Bowl LIX wasn’t just about football—it was a masterclass in marketing. Each year, brands gamble big (to the tune of $8 million per 30-second ad) for a chance to capture the nation’s attention. With such high stakes, the challenge isn’t just making a good ad—it’s making an ad that resonates long after the final whistle blows.

This year, amid a landscape of economic uncertainty and shifting consumer sentiment, many brands leaned away from risk-taking and played it safe. "Nowstalgia"—pairing rising stars with established icons—dominated, while humor, celebrity cameos, and absurdist comedy took center stage. And while some brands nailed it, others flopped despite their star-studded casts.

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As competition intensifies and Clients get more selective about what they want, Agencies must navigate hurdles that directly affect their ability to meet Client expectations and learn to adjust. Let’s dive into the core obstacles Agencies are tackling this year, why they’re critical to address, and practical strategies to stay ahead in an ever-changing industry.

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Harness the Hype: Wicked Melted Audiences With Marketing Magic

When Wicked debuted in theaters in 2024, it didn’t just break records—it created a cultural moment (some would say it defied expectations). With a jaw-dropping $164 million opening weekend surpassing other notable Broadway film adaptations like Les Miserable and Mean Girls, the beloved story featuring some of the world’s biggest stars was immediately a box office triumph and a marketing masterpiece. Behind its success was a multifaceted strategy picking out the perfect partnerships that not only thrilled fans of the original, but also reached entirely new audiences of all ages and preferences (even the musical haters).

Navigating the New Black Friday

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Why Valuing Clients + Your Team Pays Off Big

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How Data-Driven Decision Making Transforms Agency-Client Partnerships

At Setup, we regularly conduct Agency Assessments where we interview Agencies and their past and current Clients about an Agency's performance, strengths, and weaknesses. Surprisingly, when the results are presented, Clients tend to comment about a lack of data-driven practices, or a need for more.

If data-driven decision making is so impactful, then why are some companies lacking in data usage?

The Case of “Dark Socials” - Tracking the Untraceable

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6 Tips to Maximize Your Marketing Budget

With economic uncertainty, shifting consumer expectations, and evolving digital trends (AI, anyone?), it has become more of a challenge to sort budgets. Last year’s numbers may not be a great indicator of future success. One thing is certain, however: demonstrating the ROI from marketing efforts is crucial for brands to stay competitive.

Check out key budgeting challenges that marketers often face and practical solutions to help marketing leaders craft a stronger, more agile budget.

It’s Giving… Marketing to Gen Z

Gen Z is expected to have $2.7 trillion in global spending power, and its influence will only grow, projected to reach $12 trillion by 2030. They currently make up about 25% of the worldwide population. While Millennials have more established careers and spend more, Gen Z has the power to shape trends and is increasing its purchasing power as it continues to take over the workforce.

Gen Z is a big deal, and marketers need to pay attention.

What Marketers Need to Know About the Next Generation: Gen Alpha

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Is Your Agency Missing the B2B Boom While Chasing the B2C Bust?

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Through our research and discussions, we were inspired to point out a few ad campaigns that use their influence for good.

Here are five of our favorite marketing campaigns that amplify what it means to be purpose-driven:

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This journey highlights how working on both sides can enhance a marketer's skills and adaptability, making them more equipped to handle diverse tasks and challenges.

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Transitioning from Brand-side to Agency-side marketing can be both rewarding and challenging for marketing leaders. This shift offers unique opportunities to enhance strategic thinking, creativity, and versatility while navigating the fast-paced dynamics of managing multiple Clients. Drawing on insights from marketing experts like Cami Albrecht and Elaine Fowler of Sagepath Reply, this blog provides essential advice for successfully making the switch and leveraging the benefits of both career paths.