Super Bowl 2025: The ads that stole the show
Which brands made the biggest impact this year?
The Super Bowl isn’t just about the game; it’s the biggest night in advertising, where brands compete for attention just as much as the teams on the field. This year, Super Bowl LIX saw the Philadelphia Eagles claim a 40-22 victory over the Kansas City Chiefs, but the action wasn’t just limited to the pitch.
What really stood out was the quality of the ads themselves. According to System1 data, 2025 was the best year yet for long-term effective Super Bowl ads. A record 24% received a 4 or 5-star effectiveness rating, a huge leap from last year’s disappointing performance, where none reached 5 stars and only 11% scored 4 stars. This shift suggests that brands are finally moving away from short-term gimmicks and focusing on ads that emotionally resonate with audiences long after the game ends.
So, which brands made the biggest impact this year? Some entertained, some made a statement, and others didn’t quite land as well. Here’s our rundown of the most talked-about ads of 2025, plus some of our team’s take on which ones stood out for them.
‘Seal of Approval’ | Mountain Dew
If there’s one brand that never shies away from a bit of ridiculousness, it’s Mountain Dew. And this year, they fully embraced the absurd with a pun-filled campaign starring Seal. Yes, that Seal, the Grammy-winning singer, casually handing out ‘Seals of Approval’ for the brand’s newest flavour.
This was classic Super Bowl advertising at its finest: quirky, self-aware, and designed to be remembered. Playing into the joke with absolute commitment, Seal gave the ad a surreal charm that few brands could pull off. It was the kind of joke that could have easily fallen flat, but it worked because it leaned into its own ridiculousness with confidence.
Did it have a grand, emotionally driven narrative? Absolutely not. But in the mix of high-production cinematic ads, this one stood out by being unapologetically silly and entertaining. Sometimes, that’s all you need.
‘What If?’ | Disney+
Rather than a big-budget spectacle, Disney+ took a subtle but powerful approach. The ad showed famous Disney moments but without their main characters. Imagine The Lion King without Simba, or Star Wars without Darth Vader. It was a quietly confident way of showing the importance of Disney’s storytelling.
Sam Cane, Accord’s Video Creative, commented, “In a space where brands are trying to be the loudest, Disney+ cut through the noise by going minimal. The concept was so strong that it didn’t need anything flashy; it made audiences realise how much their favourite stories mean to them. That said, I do think the second half (where all the characters come back) slightly undermines the impact, it almost felt like they were overexplaining a concept we already understood. But overall, it was an effective, memorable ad.”
‘DunKings 2’ | Dunkin’
Last year, Ben Affleck’s Dunkin’ ad was one of the biggest highlights of the Super Bowl, and this year, he somehow managed to top it. Instead of playing it safe with a repeat performance, the sequel introduced a new ‘supergroup’ of Dunkin’ enthusiasts, including Jeremy Strong, Casey Affleck, Kevin Smith, and even Bill Belichick.
From start to finish, this ad felt like an inside joke in the best way possible. Affleck’s over-the-top devotion to Dunkin’ has already become part of pop culture, and this ad took that persona and cranked it up to 11. The sight of Jeremy Strong fully committing to a Dunkin’-inspired method acting role was enough to make this an instant Super Bowl classic.
The secret to its success? It didn’t feel like an ad; it felt like a comedy skit you’d happily watch outside of the Super Bowl. That’s exactly why it worked. Rather than feeling overly polished and corporate, it had a natural, self-aware energy that made it instantly rewatchable.
‘These Legs: A Dove Big Game Film’ | Dove
Although part of the beauty industry, Dove has consistently challenged traditional beauty standards; this ad is no exception. In just 30 seconds, it delivers a compelling and emotional story arc. It begins with a sense of joy, mirroring the carefree happiness of a young girl running down the street. But as the music shifts to a more sombre tone, so does our mood. We are confronted with a harsh reality: like many women, she may grow up to dislike her body.
Ansley Hirstein, Research Exec, said, “The ad closes with a call-to-action, urging us to change the way we speak to girls. While it doesn’t offer a neatly resolved ending to this deeply ingrained issue, it does leave room for hope implying that change is possible if we shift our perspectives. It reminds me of the Always #LikeAGirl campaign, which highlighted how younger girls, untainted by societal biases, interpreted 'like a girl' as giving their best effort, whereas older girls saw it as doing something poorly.
“Was Dove’s ad as powerful? Not quite. But within a brief window, they crafted a memorable message that reinforced their brand’s image and positioning, proving once again that purpose-driven marketing can leave a lasting impact.”
‘Get Your Stay Ridiculously Right’ | Booking.com
Booking.com went big this year with a playful, nostalgia-packed Super Bowl spot featuring The Muppets. The ad leaned into the travel brand’s signature light-hearted tone, showing Kermit the Frog, Miss Piggy, and the rest of the gang embarking on a series of vacation misadventures - all made “ridiculously right” thanks to Booking.com.
This was a smart move by Booking.com. Instead of forcing an over-the-top concept, they tapped into something universally loved, The Muppets, and let the chaos unfold naturally. Watching Gonzo bungee jump from a hotel balcony, Fozzie struggling to find a WiFi signal, and Miss Piggy demanding five-star service made for a perfect mix of humour and brand messaging.
The biggest win? The ad actually made Booking.com’s service feel essential. It wasn’t just about throwing in celebrity cameos for the sake of it; each travel dilemma is tied back to the idea that Booking.com helps you get your trip ‘ridiculously right,’ no matter who you are (or how chaotic your group is). It delivered exactly what you want from a Super Bowl ad: fun, nostalgia, and a clear brand message wrapped up in a highly rewatchable package.
‘No Reason to Hate’ | Foundation to Combat Antisemitism
No Reason to Hate’ by the Foundation to Combat Antisemitism is a powerful campaign that tackles hate head-on. The ad features Tom Brady and Snoop Dogg, who argue over their differences and ultimately reveal the baseless nature of their hostility. It delivers a strong message of unity and acceptance, emphasising that ‘The reasons for hate are as stupid as they sound.’
The campaign’s bold stance resonates strongly, making it a significant and impactful message, especially in today’s political climate and with the changes we are currently witnessing in the US.
Rosie Burns, Creative Designer, said, “In a time when division feels more pronounced than ever, this ad’s strong message of unity and acceptance resonated deeply. Effective ads don’t just entertain; they challenge perspectives and align with a brand’s values. By staying true to its purpose, this campaign didn’t just engage audiences, it made them think. In a sea of high-energy Super Bowl ads promoting beer and snacks, this one (along with Dove’s) stood out for all the right reasons.”
‘The Intelligence Age’ | ChatGPT
ChatGPT made a visually stunning Super Bowl debut with an ad that used pointillism-inspired animation to depict some of the greatest milestones in human history - fire, the wheel, electricity, and now AI. The ad framed AI as the next step in human progress, rather than a disruptive force, reinforcing the idea that AI is simply a tool to enhance human creativity, not replace it.
Instead of showing AI as a far-off, sci-fi concept, the ad illustrated how it’s already becoming a natural part of everyday life, making AI feel more accessible rather than intimidating. The thoughtful messaging and intricate visuals made it stand out as one of the most memorable ads of the night.
Ben Irons, Senior Creative, noted, “The way it visually connected AI to historical milestones made it feel like a natural, inevitable progression rather than something to be feared. Beyond the creative execution, what made this ad work was its clarity and relatability. It didn’t focus on AI replacing jobs or changing the world overnight, it showed how AI is already helping people in small, everyday ways. By the end of the ad, it left a lasting impression, showcasing AI as an accessible, natural extension of human ingenuity.”
While the Eagles may have taken home the cup, the real winners were the brands that understood how to engage, entertain, and connect.
From purpose-driven marketing to pure entertainment, this year’s Super Bowl ads struck the perfect balance between meaning and fun. Whether through emotional storytelling, smart humour, or cultural relevance, these brands didn’t just aim to sell, they aimed to make an impact.
