Super Bowl Ads 2025

Super Bowl LIX: Commercial Break

We’re fast approaching February 9, 2025, when the Super Bowl takes center stage—or, at least, the commercials do. Fox’s ad slots already sold out at $7 million for 30 seconds, so the investment is not for companies who are faint of heart. Don’t worry, there’s definitely nothing better that money could be spent on.

Here's a breakdown of some key campaigns coming your way, some of which will likely be showstoppers, while others might be…let’s say, less memorable.

Reese’s

Reese’s is back– you peanut butter believe it (that one hurt to write). Reese’s returns to the Super Bowl after a well-received campaign in 2024, probably because nothing can miss with one of the best candies of all time. Which is scientifically proven, by me eating them; I will die on this hill. 

The Hershey Company brand’s new ad, developed by Erich & Kallman, will showcase classic Reese's-style humor and, we assume, introduce some fresh creative elements. Their success last year set some big shoes to fill, so we’re looking for Reese’s to double down on its connection with consumers. Even though I, personally, will continue to eat these no matter how bad their new commercial might be.

Coors Light

Coors Light is returning for the third year in a row with a continuation of its “Choose Chill” platform, which is very cool and not at all cheesy. Coors is actually known for creative twists on its campaigns, and the Molson Coors brand is expected to keep their Super Bowl ad focused on its connection to football culture and its laid-back ethos.

My suggested tagline: “Coors, the official beer-flavored water of the Super Bowl.” Yum.

Taco Bell

Taco Bell is nacho average brand, and they’re debuting a new ad focused on the real-life people who love the brand. Featuring footage from its Live Más Drive-Thru Cams, Taco Bell aims to bring authentic customer interactions to the Super Bowl stage. This marks its first appearance since 2022 and reflects its ongoing commitment to celebrating its community.

Of course, we assume these drive-thru cams will include footage of the truest Taco Bell patrons: Those of us who know that nothing else is open at 2am and that a CrunchWrap Supreme tastes best long after midnight. 

Doritos

Frito-Lay is reviving its crowd-sourced “Crash the Super Bowl” contest, a fan-favorite concept that ran for an entire decade. Which is amazing, if not a little overplayed, as it literally involves the fan base.

The Doritos challenge invites viewers to submit their best ad ideas, with the winning concept airing during the game. It’s a nostalgic nod to the past…plus a $1 million prize.

Jeep

After skipping the Super Bowl in 2024, Jeep is making its way back and Jeepin’ it real. Details about the campaign are still under wrap or, shall we say, off-road, but Jeep has a solid track record of visually striking ads emphasizing adventure and individuality. The brand’s return signals a renewed push to engage its audience at a high-profile level, so we’re hoping this one goes a little farther than a typical car commercial and highlights some of their new hybrid options. It doesn’t need to be the next Jaguar ad, but something really unique should go over well.

Dove

Dove’s 30-second ad, created by Ogilvy, tackles a meaningful issue: keeping girls in sports. The spot promotes the brand’s Body Confident Sport program, launched in 2023, which offers tools to build self-esteem in young athletes. Dove continues to use its platform to address cultural issues while reinforcing its broader mission of empowerment.

On this, I make no jokes. This is just nice. Dove ads aren’t always gold, but I am expecting to cry during this one. I am only human.

Instacart

Instacart is making its Super Bowl debut with a campaign led by TBWA\Chiat\Day and its in-house creative team. They’re aiming to highlight an evolving marketing strategy and introduce its services to a broader audience. The move positions Instacart as a key player in the digital-first marketplace, even though I’m pretty sure everyone already downloaded the app…in 2020. 

Hellmann’s

Hellmann’s is spreading its mayo in a fifth consecutive Super Bowl ad. Usually, they focus on football-season engagement specifically, which tends to be fun.

In fact, Hellmann’s can be really fun, which you wouldn’t expect to say about a condiment. But you can’t bash a company that debuts a mayo-inspired fragrance. That is, objectively, marketing gold akin to Liquid Death’s awesome oddities.

GoDaddy

After an extended hiatus, GoDaddy is returning to the Super Bowl stage to promote its AI-driven solution, GoDaddy Airo. The ad, backed by data showcasing its ability to drive engagement and revenue for small businesses, reflects the brand’s shift toward a more business-focused image.

This comes as a shock to all, because AI integrations are extremely rare and thus highly notable–oh, wait. Wait, they paid $7 million to announce that? This one better be good.

Coffee Mate

Coffee Mate is making its Super Bowl debut with a 30-second ad highlighting its new Cold Foam product. The campaign, crafted by Wieden+Kennedy, is supposed to point to Nestlé’s ongoing innovations in the coffee category.

Plus, everyone is drinking iced coffee these days, so this product is going to sell itself, $7 million Superbowl ad or not.

Ritz

Ritz is joining the Super Bowl advertising roster for the first time, marking a milestone for the Mondelēz-owned brand. Directed by Jake Szymanski and produced by The Martin Agency, the ad is part of a larger, integrated campaign that includes retail promotions, digital content, and PR. Coming off of last year’s Oreo’s success, Mondelēz continues to spotlight those household snack names.

Terrible puns we avoided while writing this: Cracking into the big leagues. A snack-worthy play. The Ritz blitz begins (this one is actually objectively fantastic). Crumbs of genius.

Häagen-Dazs

Häagen-Dazs will appear in the Super Bowl for the first time, showcasing its ongoing “That’s Dazs” campaign (a Sundae spotlight, so the speak). The ad, developed by Nice & Frank, will try to connect a younger audience with the classic appeal.

Skechers

Skechers was the first brand to confirm its Super Bowl spot this year, securing its place back in May. With a long history of appearances, the brand has consistently used the game as a platform for visibility. While details about its 2025 campaign are still under wraps, the early announcement suggests something ambitious is in the works. 

Honestly, everyone bought those Sketchers Shape Up shoes back in the day, so they can obviously sell us anything.

Nerds

Following its debut in 2024, Nerds is returning with another Super Bowl ad backed by a multichannel campaign. Last year’s spot highlighted its Gummy Clusters, which helped drive a significant boost in household (and movie theater) popularity, and are also delicious.

The 2025 ad is likely to build on this momentum with similarly impactful storytelling. Yes, candy can have impactful storytelling. Especially for such smart candy (Get it? Smart..Nerds?)

Rocket

Rocket Companies is making its Super Bowl comeback with creative direction from Mirimar, its new agency of record. Details on this ad are scarce, but we suspect it will have something to do with mortgages. They had Anna Kendrick in the past, which was utterly amazing, so this one does have promise.

To Sum it Up

Super Bowl LIX might be happening at New Orleans’s Caesars Superdome, but around 30% of viewers at home are basically just here for the ads. From snacks and beverages to digital-first brands, then mortgages, then more snacks, and a car and some soap, these campaigns will hopefully offer a glimpse into how advertisers are keeping up with the demand for Super Bowl-worthy mid-game entertainment. Because $7 million is pretty pricey, so we’re kind of expecting these commercials to be good.