The Super Bowl has long been a showcase for the most creative and memorable commercials, but this year’s ads took a notably risk-averse approach. Gone were the days of brands making bold political statements or addressing controversial social issues head-on. Instead, the 2025 Super Bowl commercials focused on nostalgia, humor, and celebrity appearances.
One of the most successful ads of the night came from Budweiser, which claimed the top spot in the rankings with its heartwarming “First Delivery” commercial featuring the brand’s iconic Clydesdales. The spot followed a foal’s journey to deliver a keg, securing Budweiser its ninth win as the Super Bowl’s best commercial and its first since 2015. Other notable ads included Lay’s heartwarming spot, which secured a close second place, and Uber Eats’ hilarious “A Century of Cravings” ad featuring Matthew McConaughey and a host of celebrity cameos.
Super Bowl ads embrace nostalgia
Jeep’s “Owner’s Manual” ad, starring Harrison Ford, attempted to convey a sense of togetherness during a time of political and social divides, while Instacart’s “We’re Here” spot played on nostalgia with beloved product mascots racing through the streets. However, not all ads hit the mark.
Tubi’s 15-second spot came in as the lowest-ranked national commercial of the night, while Hellmann’s “When Sally Met Hellmann’s” ad, recreating the famous diner scene from “When Harry Met Sally,” felt forced and failed to capture the spirit of the iconic film. According to Abigail Posner, director of Google’s U.S. Creative Works, “Those ads that really respond to human connection and humanness are going to rise to the top.” With ad space costing $8 million per 30 seconds, advertisers aimed to boost their brands by focusing on safe subjects like nostalgia, comedy, celebrities, patriotism, and poignant humanism. The shift away from political ads was already apparent in previous years, with brands like Budweiser focusing on nostalgia and the NFL replacing its “End Racism” message with “Choose Love.” Timothy Calkins, a marketing professor at Northwestern, noted that the 2023 Bud Light controversy, involving backlash over a partnership with a transgender influencer, marked a turning point in companies’ willingness to take a stand on social issues.
As the Super Bowl remains one of the few events that draws an enormous audience in our fractured media environment, advertisers must find a balance between playing it safe and delivering creative, memorable content. While this year’s ads may have been largely uncontroversial, the challenge for brands going forward is to surprise and engage viewers without risking a costly misstep.
