The Super Bowl has long served as the pinnacle of advertising, offering brands an unparalleled platform to showcase their creativity to millions of viewers. This year’s ads are characterized by a return to lighthearted content, a surge in celebrity-driven nostalgia, the growing influence of artificial intelligence, and an increased focus on digital engagement. Each trend underscores how brands navigate a complex interplay of tradition and innovation to capture the audience’s attention.

Celebrity Endorsements and the Power of Nostalgia

In 2025, nostalgia wasn’t just a theme but a strategy. Brands leaned heavily on familiar faces and iconic cultural moments to forge generational emotional connections. Hellmann’s delivered a standout ad by recreating the classic diner scene from When Harry Met Sally, featuring Meg Ryan and Billy Crystal, alongside modern-day star Sydney Sweeney. This blend of old and new resonated with older audiences who remember the 1989 film and captivated younger viewers familiar with Sweeney’s work. Similarly, Uber Eats tapped into a multi-generational appeal by featuring Matthew McConaughey, Martha Stewart, and Charli XCX, bridging gaps between disparate demographics.

Stella Artois followed suit, pairing global soccer icon David Beckham with Hollywood heavyweight Matt Damon. The psychological impact of these ads is profound. Nostalgia marketing taps into the emotional comfort of the past, providing a sense of familiarity and warmth—a particularly potent tool in the post-pandemic era when consumers crave stability. Additionally, parasocial relationships—the one-sided connections people form with celebrities—enhance brand trust, as audiences often feel a personal connection to public figures they admire.

This trend reflects a broader movement within marketing: harnessing shared cultural memories to create a sense of community. In an era where audiences are fragmented across platforms and interests, nostalgia is a unifying force, bringing diverse demographics together under a common emotional umbrella.

A Shift from Somber to Lighthearted

After years dominated by socially conscious and emotionally heavy advertisements, the 2025 Super Bowl marked a decisive pivot back to humor. Bud Light’s commercial epitomized this trend, featuring an unlikely trio—Peyton Manning, Post Malone, and Shane Gillis—revitalizing a neighborhood party. The ad’s emphasis on camaraderie and fun was a refreshing departure from the more serious themes of previous years.

Humor in advertising is not just about eliciting laughs; it plays a crucial role in ad recall and brand association. Lighthearted content creates positive emotional connections, making consumers more likely to remember the brand and, ultimately, make a purchase. The success of these humorous ads indicates that brands recognize a growing consumer desire for escapism and entertainment—a counterbalance to the often overwhelming news cycle and societal challenges.

This shift suggests that while purpose-driven marketing remains important, there is a renewed appreciation for entertaining ads. Brands are recalibrating, understanding that a good laugh can be just as powerful as a poignant message in certain contexts.

From Buzzword to Everyday Reality

Artificial intelligence was not just a background theme—it was front and center in several high-profile ads. Google’s promotion of its Gemini software through ads like “Dream Job” and “Party Blitz” illustrated how AI is becoming seamlessly integrated into everyday life. Rather than portraying AI as a distant, futuristic concept, these ads framed it as an enabler of human potential and creativity.

The psychological impact of this strategy is twofold. First, brands reduce consumer apprehension about new technologies by demystifying AI and presenting it in familiar contexts. Second, positioning AI as a tool for enhancing daily experiences aligns companies with innovation and forward-thinking, appealing to tech-savvy and progressive audiences.

The prominence of AI in Super Bowl advertising signals a broader industry shift. As AI is increasingly embedded in products and services, brands are racing to position themselves as leaders. This trend mirrors the early days of smartphones and social media, where early adopters gained significant market advantages by aligning with emerging technologies.

The Safe Bet in a Polarized Climate

One of the most notable trends in 2025 was the conscious avoidance of politically or socially divisive topics. Advertisers opted for universally appealing content, focusing on family, humor, and entertainment themes. This strategy reflects a cautious approach in an increasingly polarized environment, where even well-intentioned messages can spark backlash.

The psychological rationale behind this trend is clear: brand safety. By steering clear of controversial issues, companies minimize the risk of alienating segments of their audience or becoming embroiled in public relations crises. This approach ensures that Super Bowl ads aim for maximum reach and resonate broadly without inadvertently triggering negative reactions.

This shift departs from the purpose-driven advertising that characterized much of the past decade. While brands like Nike famously took bold stances on social issues, the current climate suggests a recalibration towards safer, more universally palatable content.

Extending the Lifespan of Super Bowl Ads

In 2025, the Super Bowl ad was no longer confined to a 30-second TV spot. Brands leveraged digital platforms to extend their campaigns, creating multi-platform experiences that engaged audiences before, during, and after the game. Tubi’s free livestream of the Super Bowl, which attracted nearly 14 million viewers, exemplified the power of digital engagement.

Many brands released pre-game teasers on social media, building anticipation and creating buzz. Post-game, interactive campaigns such as polls and hashtag challenges kept audiences engaged, ensuring that the ads remained part of the cultural conversation long after the final whistle. This strategy capitalizes on second-screen behavior, where viewers simultaneously engage with content on their phones while watching TV.

The integration of digital platforms highlights a fundamental shift in how Super Bowl campaigns are conceived. Success is no longer measured solely by the impact of the TV spot but by the campaign’s ability to create sustained, multi-platform engagement. This omnichannel approach ensures that brands maximize their investment, amplifying the reach and impact of their ads.

The Financial Side of Super Bowl Ads

The financial commitment required for Super Bowl advertising remains staggering. In 2025, the cost of a 30-second spot reached up to $8 million, underscoring the event’s unparalleled cultural and commercial significance. This significant investment reflects not just the value of the Super Bowl’s vast viewership but also the prestige associated with participating in this high-profile event.

The Super Bowl is more than an advertising opportunity for brands—it’s a statement of success and relevance. The sheer cost of entry signals consumers that the brand is thriving and trustworthy. However, the rising costs also mean that brands must be increasingly strategic about their return on investment. Integrated campaigns, influencer partnerships, and viral-ready content are essential to amplifying the impact of the TV spot and ensuring that the investment pays off.

This trend highlights a broader shift in advertising economics. While the cost of traditional media continues to rise, the value proposition lies in how effectively brands can extend their campaigns across platforms, creating a cohesive and engaging narrative that resonates with audiences long after the game ends.

A New Era of Super Bowl Advertising

The 2025 Super Bowl showcased a dynamic array of marketing strategies, blending tradition with innovation to capture the attention of a diverse and fragmented audience. This year’s ads reflected the evolving advertising landscape, from the emotional resonance of nostalgia and the universal appeal of humor to the forward-thinking integration of AI and digital platforms.

As brands navigate a complex cultural and technological environment, the Super Bowl remains the ultimate stage for testing new ideas and strategies. The lessons learned from 2025 will undoubtedly shape the future of advertising as companies strive to connect with audiences in meaningful and memorable ways.