In marketing, we often refer to major industry events as the “Super Bowl” of their field. But for advertisers, nothing compares to the real thing. The Super Bowl isn’t just a sporting event—it’s the ultimate advertising stage, where brands can captivate millions in one of the few moments people actually want to watch commercials.
Super Bowl ads are built to entertain, create buzz, and spark next-day conversations. But with a $7 million price tag for a 30-second slot, the stakes are sky-high. A great ad can turn a brand into a cultural phenomenon, while a misfire leaves marketing teams scrambling for answers.
Our agency has tracked Super Bowl ad trends for years, and while creativity is king, not every flashy campaign leaves a lasting impact. Let’s break down three key trends from this year’s lineup and what they reveal about the future of advertising.
1. Global Brands Need to Think Local
The NFL is expanding its international presence, and advertisers are following suit. Games in London, Berlin, and Mexico City have fueled interest from global brands looking to connect with American audiences—and vice versa. But breaking through on Super Bowl Sunday requires more than just a worldwide mindset; it demands cultural fluency.
Take last year’s Super Bowl debut from Chinese e-commerce giant Temu. While 51% of U.S. viewers rated their ad highly, over 20% gave it a poor score, largely because it didn’t fully align with Super Bowl culture. In contrast, Uber Eats nailed the balance by pairing global stars Victoria and David Beckham with a football vs. soccer joke, reinforcing their brand message in a way that resonated with American audiences.
For international brands, the lesson is clear: localizing content while keeping global appeal is key to Super Bowl success.
2. Star Power Alone Won’t Cut It
Celebrity endorsements have long been a Super Bowl staple, with over 75% of ads featuring at least one familiar face. But not all star-studded ads land well. The best ones seamlessly integrate celebrities into the brand’s story rather than relying on them as a gimmick.
State Farm provided a masterclass in this with its ad featuring Jake from State Farm and Arnold Schwarzenegger. The pairing felt natural, reinforcing State Farm’s brand identity while delivering an unexpected twist. The result? A No. 1 ranking on USA Today’s AdMeter.
For brands leveraging celebrities, the takeaway is simple: the right talent should enhance the message, not overshadow it.
3. The Super Bowl Begins Before Kickoff
In recent years, pre-game advertising has become just as crucial as the big night itself. Brands are stretching their Super Bowl campaigns over weeks, using teaser trailers, extended cuts, and viral stunts to extend their reach.
M&Ms took this approach to the extreme last year, teasing the “retirement” of its iconic spokescandies in a campaign that had people talking long before kickoff. Meanwhile, newer brands like Nerds, Poppi, and Pluto TV used the Super Bowl as a high-stakes launchpad, proving that even newcomers can steal the spotlight with the right strategy.
Each year, the Super Bowl delivers a lineup of ads that are just as entertaining as the game itself—here’s a look at the most memorable, buzzworthy commercials that set the bar for creativity, humor, and brand impact in 2025.
Bud Light’s “Cul-De-Sac Party” – A Masterclass in Super Bowl Branding
What do you get when you mix Shane Gillis, Peyton Manning, and Post Malone with a suburban block party? A Super Bowl ad that doubles down on Bud Light’s signature mix of humor and cultural relevance.
This spot perfectly encapsulates the laid-back, everyday charm of suburban dad life—only with an extra dose of chaos and beer-fueled camaraderie. Like many successful Super Bowl ads, it leans into a self-aware, “we know it’s a commercial” vibe, making it feel fun rather than forced.
One thing Bud Light always nails? Brand visibility. If you noticed an unusually high number of perfectly positioned cans with their logos facing out, you’re not alone. It’s a subtle but effective reminder that even the most casual moments in Super Bowl ads are carefully crafted for maximum brand exposure.
Bud Light understands that relatability sells. By tapping into humor, recognizable personalities, and a setting that feels familiar (but exaggerated), they create a spot that resonates while keeping their product front and center. The key lesson here? A great Super Bowl ad isn’t just entertaining—it’s a strategic play for brand recall that lasts beyond game day.
Dunkin’, “DunKings 2” – When Star Power Meets Brand Obsession
Dunkin’ struck gold once again with its Super Bowl ad, featuring Ben Affleck fully embracing his role as the ultimate Dunkin’ diehard. This time, he’s not alone—brother Casey Affleck, method-acting powerhouse Jeremy Strong, Jay and Silent Bob, and even coaching legend Bill Belichick join in on the fun.
The ad leans into its over-the-top Boston energy, making the brand feel bigger than just coffee—it’s a cultural phenomenon. And let’s not forget that signature Dunkin’ orange, which practically jumps off the screen. The takeaway? A strong brand identity paired with celebrity-driven humor is a winning formula for audience engagement.
Instacart, “We’re Here” – A Super Bowl Ad Built for Nostalgia and Recognition
Instacart leaned heavily into pop culture nostalgia with an all-star lineup of familiar brand mascots, from Mr. Clean to the Energizer Bunny—even a towering Green Giant. This spot wasn’t about storytelling; it was about sparking instant recognition and excitement. Viewers were left scrambling to catch every reference, making it a perfect fit for the Super Bowl’s ad spectacle.
While it may not have been the most groundbreaking commercial, it mastered the art of engagement. And let’s be honest—bringing back Puppymonkeybaby? That alone made it a conversation starter. The key takeaway? Tapping into nostalgia and cultural touchstones can be a powerful way to grab attention and keep audiences talking.
Pringles, “Call of the Mustaches” – A Bold, Unforgettable Super Bowl Play
If the goal was to create an ad that sticks in viewers’ minds, Pringles nailed it. By pairing a playful parody of the Batman theme with a full-blown mustache takeover, the brand leaned into humor and absurdity—two ingredients for a successful Super Bowl ad. Nick Offerman losing his signature facial hair? Risky. James Harden without a mustache? Borderline unsettling.
But that shock factor is exactly what makes this ad so memorable. It’s proof that a simple product, like a potato chip, can still dominate the conversation with the right creative execution. The lesson? Don’t be afraid to take risks—especially if they get people talking long after game day.
What Marketers Should Closely Consider
Super Bowl ads showcase creativity at its peak, but the real winners are the brands that combine entertainment with long-term effectiveness. While humor, celebrities, and high production value grab attention, the most impactful ads create an emotional connection that lasts beyond game day.
By truly understanding their audience and leveraging data-driven insights, brands can craft campaigns that don’t just entertain but also build lasting relationships—and that’s a championship-winning strategy any marketer can get behind.
Turn Your Brand into a Game-Day Champion with Farfetched Studios
At Farfetched Studios, we don’t just analyze Super Bowl ads—we craft winning strategies that turn brands into cultural phenomena. With years of experience and a tech-savvy approach, we understand that marketing success isn’t just about grabbing attention for 30 seconds; it’s about creating lasting impact.
From compelling narratives to mastering pre-game buzz and tailoring campaigns for diverse audiences, we know what it takes to make your brand stand out in a crowded digital landscape. Launching a new campaign? Refining your message? Our data drives insights. Our creative expertise delivers. Your marketing dollars work harder. They work smarter.
Let’s take your brand to the next level—because every day is game day in digital marketing. Partner with Farfetched Studios and start winning today.