The unmissable commercials from the big game.
As Super Bowl LIX (59th!) approaches on February 9, 2025, at the Caesars Superdome in New Orleans, anticipation is reaching a fever pitch. The Kansas City Chiefs and the Philadelphia Eagles are set to clash in a highly anticipated rematch of their 2023 encounter. Off the field, the advertising landscape is equally electrifying.
Fox Corporation, the official broadcaster, announced that all commercial slots were sold out by August 2024, with 30-second spots fetching up to $8 million, a new record. The price has spiked 88% in the last 10 years, and more than 20,000% since the first Super Bowl in 1967, when ads cost just $37,500.
“What was unique to this Super Bowl was we had a lot more people that weren’t in the game at all, all of a sudden be like, no, no, I have to get in the game.” Mark Evans, Fox Sports’ head of ad sales.
This year, viewers can expect a star-studded lineup of commercials, featuring celebrities like Chris Pratt, Eugene Levy, and a nostalgic reunion of Meg Ryan and Billy Crystal reprising their iconic roles from “When Harry Met Sally.” With over 120 million viewers expected to tune in, the stakes have never been higher for both the teams on the field and the brands vying for our attention.
Below, I’ve rounded up my favorite ads from this year’s big game, the ones that made us laugh, tear up, or simply marvel at their creativity. And for those who want to have a look at AAAALL the released ads, I’ve put together a YouTube playlist so you can watch them all in one place. Let’s dive in!
The Best Ads from the 2025 Super Bowl
In my selection this year: Budweiser, Hellmann’s, Instacart, Michelob ULTRA and Reese’s.
Budweiser – First Delivery
Budweiser continues its Super Bowl tradition a heartfelt ad starring a determined Clydesdale foal on his first big journey. Combining brand nostalgia with an inspiring story of resilience, the spot reinforces Budweiser’s long-standing commitment to hard work and dedication, mirroring its iconic tagline, “This Bud’s For You.” With stunning cinematography and emotional storytelling, the brand once again proves why its Clydesdales remain one of the most beloved advertising icons in the big game’s history. Creative Agency: FCB, New York.
Hellmann’s – When Sally Met Hellmann’s
Hellmann’s delivers a perfect blend of nostalgia and humor with its Super Bowl ad, bringing Billy Crystal and Meg Ryan back to Katz’s Deli in New York for a clever twist on When Harry Met Sally’s most iconic scene. The spot playfully reinforces the mayo’s ability to elevate any sandwich, as Sally’s first bite turns into a moment of pure (and real) delight. In the original film, director Rob Reiner’s mother famously delivered the line, “I’ll have what she’s having.” In 2025, Sydney Sweeney takes on the iconic moment. With celebrity cameos and a wink to pop culture history, Hellmann’s masterfully connects flavor, fun, and a beloved romcom classic in a way that’s sure to stand out. Creative Agency: VML, New York.
Hims & Hers – Sick of the System
Hims & Hers takes a bold gamble by advertising weight loss during the ultimate cheat day, when millions are indulging in beer, wings, and guacamole. In its Super Bowl debut, the telehealth brand disrupts the usual lineup of snack and fast-food commercials with a stark reminder of the obesity epidemic, pairing eye-catching food imagery with hard-hitting health stats. With no celebrities or comedy—just a direct, unfiltered message, the brand cuts through the noise, making a statement that’s impossible to ignore. Creative Agency: The Sweetshop US, Los Angeles.
The biggest night in advertising.
Instacart – We’re Here
Instacart makes a playful and nostalgic Super Bowl debut, assembling a star-studded lineup of iconic brand mascots to showcase its seamless grocery delivery. From the Jolly Green Giant, to Mr. Clean, Chester Cheetah (Cheetos), Kool-Aid Man, Pillsbury Doughboy, Old Spice Guy (Isaiah Mustafa), Puppy Monkey Baby (Mountain Dew), Energizer Bunny, and Heinz’s Wiener Dogs, the ad cleverly taps into advertising nostalgia, reminding viewers that for many, the real Super Bowl spectacle is in the commercials. With humor, familiar faces, and a feel-good message, Instacart delivers a winning play that’s as entertaining as it is effective. Creative Agency: TBWA\Chiat\Day, Los Angeles.
Michelob ULTRA – The ULTRA Hustle
Michelob Ultra’s Super Bowl ad features Willem Dafoe and Catherine O’Hara as unexpected pickleball hustlers. The duo challenges unsuspecting players, including NFL legend Randy Moss, Olympic gold medalist Ryan Crouser, and WNBA champion Sabrina Ionescu, to matches with Michelob Ultra beers at stake. The ad humorously showcases the joy of friendly competition and the brand’s association with active, social lifestyles. Creative Agency: Wieden + Kennedy, New York.
Reese’s – Dont Eat Lava
Reese’s Super Bowl 2025 commercial embraces absurdity and eccentricity to captivate viewers. The ad features unexpected scenarios, such as a bride abandoning her wedding to run toward an erupting volcano, humorously highlighting the irresistible allure of Reese’s ‘Chocolate Lava Big Cups’. This bold and unconventional approach not only grabs attention but also leaves a lasting impression, effectively cutting through the typical Super Bowl advertising clutter. Creative Agency: Erich & Kallman, San Francisco.
All the Ads from the 2025 Super Bowl
In the playlist below you will find ALL the commercials from the brands who are running one at this year’s Super Bowl: Booking.com, Bud Light, Budweiser, HexClad, Hellmann’s, Hims & Hers, Instacart, Michelob ULTRA, Reese’s.
