The Super Bowl has always been more than just a game — it’s America’s biggest night for football, music, and yes, commercials. On Sunday, February 9, 2025, Super Bowl LIX delivered not only on the field, with the Philadelphia Eagles and Kansas City Chiefs clashing for glory, but also during the breaks, where brands went all-in for our attention.

The ad battle, however, didn’t wait for kickoff. In the week leading up to game day, teaser spots and full commercials started flooding YouTube, social feeds, and TV, boosting the excitement and reminding us why Super Bowl ads have become a cultural phenomenon on their own. With companies spending millions for just 30 seconds of airtime, the 2025 roster featured A-list stars, nostalgic cues, and bold creative moves.

From hilarious cameos to tear-jerking moments and even a few “did they really just do that?” surprises, the best Super Bowl ads of 2025 had everyone talking. Here’s our roundup of the spots that stole the show.

• Funniest Ad: Dunkin’ “The Bean Method”
• Best Family Vibe: Disney+ “What If”
• Weirdest Ad: Mountain Dew “Kiss From a Lime”
• Most Relatable Ad: Instacart “We’re Here”
• Best Celebrity Cameo: HexClad “Unidentified Frying Object”

• Brand: Häagen-Dazs
• Starring: Vin Diesel, Michelle Rodriguez, & Ludacris

When you see a Fast & Furious reference, your mind expects burnout, screeching tires, and high-speed chases. Häagen-Dazs flips that script. In this spot, Dom (Vin Diesel) and Letty (Michelle Rodriguez) are behind the wheel, cruising down the Pacific Coast Highway — but the chase is paused when Letty pulls out an ice cream bar. Smokey Robinson’s “Cruisin’” softens the tension, and just when the speedsters expect to race, Ludacris pulls up and asks, “What happened to the fast life?” Dom replies, “Not today.”

It’s playful, bold, and beautifully placed — Häagen-Dazs’s first Super Bowl commercial leans into the idea that sometimes slowing down is the goal. It’s nostalgic (hello, Fast & Furious universe), cinematic, and entirely on-brand for a premium ice cream that wants you to enjoy the moment.

• Brand: Stella Artois
• Starring: David Beckham & David Schwimmer

Stella Artois kept it cool this year with a star pairing no one saw coming: David Beckham and David Schwimmer. The ad plays on their very different vibes — Beckham looking sharp and effortlessly smooth as he strolls through a stylish bar, while Schwimmer joins in with his dry humour and slightly awkward energy. The contrast enhances the comedy, with Schwimmer trying to keep up as Beckham seems to glide through each moment, until they both finally align, reaching for a Stella. It’s short, stylish, and amusing in that subtle way that doesn’t demand attention but still leaves an impression, especially in a night filled with louder, flashier spots.

• Brand: Ray-Ban x Meta
• Starring: Chris Pratt, Chris Hemsworth, & Kris Jenner

In a spot that combines high art, smart tech, and celebrity chaos, Ray-Ban’s Meta glasses take the spotlight — with Chris Pratt, Chris Hemsworth, and Kris Jenner caught in a comedic mess over a $6.2 million banana duct-taped to the wall (yep, that banana). The ad begins with Pratt wearing the smart glasses, asking in a gallery, “Hey Meta, what is this artwork?” Hemsworth, unbothered, casually starts eating the banana before Pratt shouts, “That’s a $6.2M banana!” Together they scramble through a fridge looking for a replacement, and Jenner appears, asking, “Who eats art?” — ending with the final zinger: “Hey Meta, call my lawyer.”

What makes this one stick isn’t just the star power — it’s the blend of absurdity and sleek branding. One moment you’re in a refined gallery, and the next you’re laughing at two A-listers panicking over fruit. By the end, the glasses themselves seem like the real star. After a Super Bowl debut like this, don’t be surprised if many people decide they need a pair of these Ray-Ban Metas in their lives.

• Brand: Google
• Starring: Actor portraying a job seeker

Google took a different approach from the usual laugh-out-loud Super Bowl antics with its “Dream Job” spot, focusing on emotion and relatability. The ad shares the story of a young man with low vision navigating the challenges of job hunting. From preparing for interviews to managing the anxiety of putting himself out there, the struggles feel genuine and authentic.

The hero of the ad isn’t just the character, but the Pixel 9 Pro’s accessibility features. Google highlights tools like Guided Frame, voice control, and AI-powered adjustments that make daily life easier for people with visual impairments. Instead of emphasising specs and jargon, the focus is on real-world impact — showing tech as an enabler, not just a shiny gadget.

By the end, the story comes full circle as he lands his dream role, leaving viewers with that lump-in-the-throat feeling. It’s not flashy or comedic, but it resonates — showing that sometimes the most memorable Super Bowl ads aren’t the loudest, but the ones that reflect the very human side of innovation.

• Brand: Hellmann’s
• Starring: Kate McKinnon

Hellmann’s decided to evoke nostalgia with a twist this year by parodying the 1989 rom-com classic When Harry Met Sally. This time, mayo takes center stage in the love story. The ad begins in a diner scene reminiscent of the film’s most iconic moment, with Kate McKinnon sitting across from a friend who’s struggling to come up with meal ideas. Just as their chat becomes dull, McKinnon pulls out Hellmann’s mayo, turning a plain sandwich into something worth swooning over.

The punchline, of course, comes when the whole diner erupts into over-the-top reactions, echoing that iconic scene — complete with a cheeky nod to “I’ll have what she’s having.” It’s playful, silly, and very on-brand for Hellmann’s, reminding viewers that even the simplest ingredients can become star performers with the right dressing.

• Brand: HexClad
• Starring: Gordon Ramsay & Pete Davidson

HexClad embraced full sci-fi vibes this year with its “Unidentified Frying Object” spot, and honestly, it was one of the most entertaining twists of the night. The commercial starts like a typical alien encounter — beams of light, a flying saucer, and curious onlookers gazing into the sky. But instead of little green men emerging, it’s revealed that the real star is a HexClad pan descending like some kind of culinary UFO.

Of course, the cameo power took things up a notch. Gordon Ramsay shows up to inspect the “landing,” giving his signature approval in fiery fashion, while Pete Davidson brings his usual quirky humour to the mix, making the whole spot both hilarious and oddly believable. Their combined star power played perfectly into HexClad’s reputation for cookware that’s as tough and versatile as it is stylish.

For a category that rarely gets the spotlight during the Super Bowl, HexClad pulled off something memorable. It wasn’t just about pans — it was about making kitchen gear feel exciting, futuristic, and cool enough to stand shoulder-to-shoulder with beer, cars, and sneakers on game day.

• Brand: Instacart
• Starring: Mascots Brands

Instacart decided to get playful this year with “We’re Here,” a spot that filled the screen with some of the most iconic food mascots of all time. From the Kool-Aid Man smashing through a wall to the Jolly Green Giant offering a helping hand, the Pillsbury Doughboy giggling through the kitchen, and the Energizer Bunny marching on with his endless drum, it felt like a nostalgic crossover event. Chester Cheetah even strutted in with his usual attitude, reminding us that snacks have never looked so cool.

The idea was simple yet clever: no matter what you crave — sweet, salty, fresh, or iconic — Instacart can deliver it right to your doorstep. Combining everyday ease with a lineup of beloved mascots, the ad was both amusing and heartwarming. It’s the kind of commercial that makes you smile, evokes childhood memories, and at the same time, reminds you why Instacart has become the favourite choice for quick and convenient grocery shopping.

• Brand: DoorDash
• Starring: Ensemble cast of everyday diners & delivery drivers

DoorDash decided to have some fun with numbers this year in “DashPass Math,” a lively, energetic ad that turns everyday cravings into a game of calculations. The commercial guides viewers to see that DashPass — the brand’s subscription service — essentially pays for itself. Add up delivery savings, subtract fees, multiply by the number of meals you want in a week, and the math always works out in your favour.

Of course, it wasn’t your typical classroom lesson. The ad was full of exaggerated visuals — food flying across the screen, snack attacks in the middle of an equation, and a delivery driver sliding in just in time to fix the “problem.” The final result? A spot that made math fun, quick, and tasty, while clearly highlighting the value of DashPass.

It was clever, playful, and perfectly on brand — making a pitch for subscriptions while still keeping things light-hearted enough to feel like entertainment, not homework.

• Brand: Michelob ULTRA
• Starring: Willem Dafoe, Catherine O’Hara, Randy Moss, Sabrina Ionescu, & Ryan Crouser

Michelob ULTRA brought laughter and energy to the pickleball court with “The ULTRA Hustle,” a commercial that featured well-known figures from both sports and entertainment. Academy Award nominee Willem Dafoe and Emmy winner Catherine O’Hara played an unlikely duo, facing off in a pickleball showdown. With dink shots, shake-n-bakes, and lots of hustle, they outplay their opponents before celebrating with their prize — an ice-cold Michelob ULTRA.

Backing them up are some big names: NFL legend Randy Moss, Olympic gold medalist Ryan Crouser, and WNBA Champion Sabrina Ionescu, all making cameo appearances that added serious athletic star power to the fun. The ad perfectly balanced humour and competition, showing that Michelob ULTRA isn’t just about the beer — it’s about the joy of the game, the thrill of friendly rivalry, and celebrating the win with something refreshing.

• Brand: Pringles
• Starring: Adam Brody, Nick Offerman, James Harden, Andy Reid, & Mr. P (Pringles Mascot)

This year, Pringles leaned on star power and stubble with “The Call of the Mustaches.” For its eighth consecutive Super Bowl campaign, the brand reinforced its iconic mascot, Mr. P, and brought in some of the most recognizable mustaches in pop culture to join the fun. Actor Adam Brody, Nick Offerman, NBA star James Harden, and Chiefs coach Andy Reid all made appearances, turning the simple act of snacking into a full-blown mustache movement.

The commercial unfolds like a quirky chain reaction — one call, and suddenly the mustaches are everywhere, swooping in to connect celebrities, athletes, and fans in a playful way. It’s ridiculous, memorable, and very on-brand for Pringles, demonstrating once again that they know how to keep things fun on game day. With the tagline encouraging everyone to “Stache Up” on their favourite flavours, the ad managed to be both a clever nod to Mr. P and a strong reminder of why Pringles remains a Super Bowl favourite.

• Brand: Disney+
• Starring: All Disney Characters

Disney+ took a broader perspective with its Super Bowl ad, reminding viewers why it’s become the go-to streaming platform for families and fans alike. The commercial highlighted the wide range of content available — from Disney and Pixar favourites to Marvel blockbusters, Star Wars sagas, National Geographic documentaries, and exclusive Originals you can’t find anywhere else.

Instead of focusing on just one franchise, the ad embraced the idea that what if you could have it all in one place. Whether it’s a nostalgic throwback to classics or the newest release, Disney+ positioned itself as the streaming service that delivers for everyone in the household. It wasn’t flashy or overly complex — just a straightforward, confident reminder that if you want variety, Disney+ has it all.

• Brand: Reese’s
• Starring: Ensemble cast of volcano visitors & park rangers

Reese’s took a comedic approach with a public service announcement-style Super Bowl ad to promote its new Chocolate Lava Cups — while reminding viewers that actual volcanic lava is definitely not edible. The ad takes place at an active volcano where chaos erupts as visitors mistake molten magma for the gooey chocolate inside Reese’s new cups. Park rangers are shown dragging away a man trying to belly-flop into the lava, stopping an older woman from riding her mobility scooter straight toward the fiery pit, and shouting “Don’t eat lava!” through a megaphone to clueless crowds.

It’s absurd, over-the-top, and just the kind of tongue-in-cheek humour Reese’s is known for, turning candy promotion into one of the funniest moments of the night.

• Brand: Skechers
• Starring: Andy Reid

Fresh off another Super Bowl appearance, Kansas City Chiefs head coach Andy Reid traded the sideline headset for a pair of Skechers in one of the night’s funniest and most charming ads. The commercial plays on Reid’s larger-than-life personality, showing him moving effortlessly in Skechers while cracking jokes and keeping that signature moustache front and centre. From locker room banter to quick sideline cameos, Reid proves that comfort isn’t just for game day — it’s a lifestyle.

Pairing Reid’s humour and approachable vibe with Skechers’ comfort-first message was a perfect match, reminding viewers that sometimes the simplest pitches — a legendary coach in comfy shoes — can become the most memorable.

• Brand: Dunkin’
• Starring: Ben Affleck, Matt Damon, & Tom Brady

Dunkin’ doubled down on comedy this year with “The Bean Method,” bringing back Ben Affleck and his now-signature Dunkin’ antics. The ad plays like a mock training video, with Affleck taking viewers through his over-the-top philosophy of living life powered entirely by Dunkin’ coffee beans. Think intense motivational coach energy, but with Affleck yelling about espresso shots, flexing on iced lattes, and treating every sip like it’s game day fuel.

The cameos pushed it even more. Matt Damon arrives for some classic Affleck banter, while Tom Brady slips in for a cheeky nod to New England pride. It’s absurd, self-aware, and hilarious — exactly what viewers expect from Dunkin’s Super Bowl spots. By embracing parody and star power, Dunkin’ once again turned a coffee run into one of the funniest moments of the night.

Short, sharp, and filled with laughs, this was Dunkin’ once again showing that coffee and comedy make a winning combo on Super Bowl Sunday.

• Brand: Mountain Dew
• Starring: Seal, Becky G, Directed by Taika Waititi

Mountain Dew went all out with “Kiss From a Lime,” an avant-garde spectacle directed by Academy Award-winner Taika Waititi. The ad turns Seal’s classic “Kiss From a Rose” into a surreal love ballad dedicated to lime, with Seal himself singing it amid fluorescent, Baja Blast–soaked visuals. Becky G joins the madness, adding an extra burst of star power to a spot that feels like a mix of 90s rom-com parody, neon art film, and unapologetic brand chaos. It’s strange, funny, and stylish in a way only a Super Bowl commercial could pull off.

And it didn’t end on screen. Mountain Dew carried the campaign into the real world with activations in New Orleans, where fans could hunt down a Baja Blast campervan or “escape” to Baja Beach as part of the brand’s experiential push. The result was a campaign that blurred the line between spectacle and satire — proving once again that Mountain Dew knows how to grab attention by leaning into the weird.

• Brand: Nerds Candy
• Starring: Ensemble of dancers & performers

With “Unleash the Senses,” Nerds took the Super Bowl stage and transformed candy into a vibrant spectacle. The ad starts with a burst of colour and sound, featuring oversized Nerds bouncing across the screen and dancers moving to the beat of every crunch. It feels less like a commercial and more like a candy-fuelled rave, full of playful chaos and eye-catching visuals.

The charm of the ad lies in how it made something as small as candy feel larger than life. Every bite was presented as a multi-sensory experience — taste, sound, and sight all coming together in a way only Nerds could achieve. Fun, quirky, and irresistibly bold, the commercial perfectly captures what makes the brand stand out: it doesn’t just sell candy, it sells joy.

• Brand: Doritos
• Starring: Ensemble cast of farmers, aliens, & snack-loving abductees

Doritos took the classic alien invasion setup and added a crunchy twist in “Abduction.” The ad sets the scene like a blockbuster sci-fi film, with eerie lights streaking across the night sky, cows levitating into beams, and stunned farmers watching in disbelief as a UFO hovers above. Just when it seems like Earth is about to be taken over, the big reveal comes: the aliens aren’t here for humans — they’re here for Doritos. The blend of cinematic tension, sharp humour, and that unmistakable crunch made the ad both ridiculous and memorable, the kind of spot you immediately talk about after the game. I guess aliens like Doritos too — and honestly, who wouldn’t?

• Brand: Ritz
• Starring: Aubrey Plaza, Michael Shannon, & Bad Bunny

During Super Bowl LIX, Ritz invited viewers into its tongue-in-cheek “Salty Club” at the Utah Salt Flats, a lounge reserved only for the saltiest personalities. Aubrey Plaza and Michael Shannon arrive and immediately fit right in, drawing side-eye from a phone-obsessed mean girl and an irate toll booth worker as they stride through the room. Settling at a table stacked with Ritz crackers, the two trade barbs over who’s the true king or queen of saltiness — Shannon insists his rarely seen smile says it all, while Plaza calls herself the “human version of a Monday” before punctuating her point with a hiss.

Their contest gets interrupted by Bad Bunny, who strolls in with a pearly-white grin and professes his love for Ritz. Shannon quickly points out the “no smiling” sign while Plaza panics they’ll be tossed out, but Bad Bunny shrugs it off with a casual, rebellious “So?” and walks away. In the end, the joke lands where it should — Ritz crackers might just be the saltiest of them all.

• Brand: NerdWallet
• Starring: Ensemble cast of everyday people mishearing financial terms

NerdWallet kept things quirky with “Did You Say Something?” — a playful ad built around people hilariously mishearing financial terms in everyday life. A dinner guest thinks someone whispered “credit score,” a jogger swears she hears “mortgage rates,” and a coffee order somehow turns into “IRA.” The running gag makes Money Talk feel less intimidating while keeping the tone light, and it all ties back to NerdWallet’s promise: helping you cut through the noise and actually understand your finances.

• Brand: Little Caesars
• Starring: Eugene Levy & Sarah Levy

Little Caesars made a big splash at Super Bowl LIX with “TASTES LIKE WHOA,” a hilarious ad starring Emmy winner Eugene Levy and the brand’s newest creation: Bacon & Cheese Crazy Puffs. The commercial plays off Levy’s classic deadpan style, taking it to the next level when one bite of the puffs leaves him so amazed that his famous eyebrows literally disappear. The moment is ridiculous, unexpected, and laugh-out-loud funny, making it one of the evening’s most memorable moments. To add to the fun, his daughter Sarah Levy makes a cameo, giving the spot a playful family touch that fans of Schitt’s Creek will instantly recognize.

The commercial also marked the launch of the Bacon & Cheese Crazy Puffs, joining Pepperoni and Four Cheese as part of the fan-favourite lineup. Packed with mozzarella, muenster, and cheddar cheeses, pizza sauce, applewood-smoked bacon, a buttery-garlic drizzle, and parmesan, the new flavour gives Little Caesars plenty of reason to flex its “Official Pizza Sponsor of the NFL” title. With Eugene Levy at the helm, the brand managed to turn pizza marketing into pure entertainment, delivering the kind of bold storytelling that leaves fans saying TASTES LIKE WHOA™ long after the final whistle.

While the spotlight often shines brightest on the big headline ads, there were plenty of other commercials during Super Bowl LIX that caught people’s attention and had fans talking long after the game. These spots offered their own mix of nostalgia, humour, and clever storytelling — and they’re definitely worth a look if you want the full flavour of what made this year’s lineup so entertaining.

• Disney+ – “Stitch Runs Loose At The Big Game”: In true chaotic fashion, Stitch escaped onto the Super Bowl stage, causing mayhem in the stands and even photobombing a few plays on the field. It was pure Disney fun — part nostalgia trip for Lilo & Stitch fans and part flex on Disney+’s endless library of classics and exclusives.
• Nike – “So Win”: Nike aimed for goosebumps rather than laughs, piecing together shots of athletes pushing past their limits, drenched in sweat and laser-focused. The narration reminded viewers that winning isn’t just about trophies — it’s about the grind, the mindset, and the small victories. It was motivational in the way only Nike knows how to deliver.
• Dodge – “Goldilocks and the Three Trucks”: Dodge refreshed the fairy tale, replacing porridge with horsepower. Goldilocks jumps behind the wheel of three different trucks, each too small, too big, or finally “just right.” With clever narration and a nod to modern truck buyers, Dodge combines humour with a clear message: there’s a perfect fit in their lineup for everyone.
• Hims & Hers – “Sick of the System”: This ad stood out by addressing frustrations in healthcare — long waits, confusing systems, and limited accessibility. It was straightforward, unapologetic, and unexpectedly refreshing for a Super Bowl commercial. By combining bold messaging with a sleek look, Hims & Hers made their message feel less like a typical ad and more like a call to action.

The cost of securing a spot in the Super Bowl advertisements in 2025 has reached record levels. CBS confirmed that all commercial slots were completely sold out well before kickoff, with some 30-second ads selling for a staggering $8 million. That’s up from $7 million in 2024, representing a 14% increase in just one year and a 55% rise since 2019. For brands, the high cost reflects the unparalleled opportunity of reaching an audience of over 100 million viewers.

The price hikes follow a clear pattern: each year, the Super Bowl becomes less about football alone and more about the spectacle surrounding it. Advertising expert Peter Bray, founder of Bray & Co., told CBS MoneyWatch, “I think in three years it’s going to hit a billion dollars in ad sales. And that has never before happened on the planet. That is the immensity of this event. It’s the advertising industry’s Super Bowl as well.” In other words, the commercials themselves are just as much of a cultural attraction as the game.

One reason brands keep paying these prices is the uniqueness of the audience. In today’s fractured media landscape, it’s almost impossible to assemble such a large crowd in one place at the same time. As Bray explained, “It’s (social media) actually made advertising in the Super Bowl more relevant than ever because what’s happened is with all these different platforms, it’s very difficult to find a big audience at once.” Unlike TikTok or Instagram, where audiences often overlap, the Super Bowl offers something rare: everyone watching together.

It’s also important to note that the $8 million figure only covers the airtime itself. The true cost of a Super Bowl commercial skyrockets when you include production expenses. Companies spend millions more to create a spectacle worthy of the stage, from hiring A-list celebrities to securing top directors and building movie-quality sets. Amazon’s 2022 Alexa ad, starring Michael B. Jordan, is a prime example — with a reported production cost of $26 million, it remains the most expensive Super Bowl ad ever made.

For Super Bowl LIX, advertisers are expected to boost production budgets even more. Inflation, combined with the demand for bigger celebrity names and more intricate visuals, means the actual cost of a Super Bowl campaign often exceeds the price of airtime. In the end, brands aren’t just buying 30 seconds on TV — they’re investing in a cultural moment that gets replayed, shared, and remembered long after the final whistle.

The first factor is reach. The Super Bowl is broadcast in over 180 countries, across more than 225 television stations and 450 radio outlets, attracting an audience that often exceeds 100 million viewers in the U.S. alone. It remains one of the few truly unifying live events in an era of fragmented streaming and on-demand entertainment. The scale is unmatched, and brands understand that a single ad can introduce a product or message to nearly everyone at once. That level of visibility comes with a premium price.

But airtime is only part of what matters. Super Bowl ads have a long history of becoming cultural moments in their own right, from Wendy’s “Where’s the Beef?” in 1984 to Budweiser’s “Whassup?” in 1999. Today, a clever ad can generate millions of extra views online, spread across social media, and even influence memes and catchphrases for years to come. As advertising expert Peter Bray put it: “It’s the one time of year where the general public actually cares about advertising so it’s an exciting time.” Brands aren’t just paying for 30 seconds — they’re investing in a cultural event with the potential for viral afterlife.

Finally, there’s the scarcity factor. With just 51 minutes of commercial time sold during the 2025 broadcast, supply is extremely limited, and that drives competition — and cost — through the roof. Add in production budgets that often rival Hollywood blockbusters, with celebrity appearances, elaborate effects, and licensed music, and it’s easy to see why these commercials can be some of the most expensive in history. For advertisers, though, the payoff isn’t just exposure — it’s prestige. Appearing during the Super Bowl means being part of the conversation, and that’s something brands are willing to pay top dollar for.