Super Bowl 2025: The Ads That Won the Game

The New Playbook for Brand Marketing

Every year, the Super Bowl isn’t just about football-it’s the ultimate battleground for brands, where advertisers drop millions to captivate audiences with show-stopping commercials. But this year, the playbook shifted, with many brands opting for heartwarming narratives, nostalgia-fueled storytelling, and feel-good moments over the usual spectacle.

So, what does this mean for the future of brand marketing? In this article, Hollywood Branded unpacks the biggest Super Bowl advertising trends, highlighting what succeeded, what fell flat, and what it all means for brands moving forward.

The Biggest Celebrity Ads of Super Bowl 2025

Even with brands testing new creative angles, Hollywood star power remained a dominant force. Here’s a look at the biggest names that took over this year’s ad breaks.

1. Uber Eats: The Ultimate Cameo Play

• Matthew McConaughey, Kevin Bacon, Greta Gerwig, Charli XCX, Martha Stewart

• Uber Eats went full celebrity ensemble mode, stacking the ad with famous faces to hit every demographic.

• The premise? “Everyone forgets things.” Simple, relatable, and packed with quick-cut humor.

2. Stella Artois: Matt Damon & David Beckham as Estranged Twins

• Matt Damon and David Beckham played long-lost twin brothers reconnecting over a beer.

• A fun, unexpected pairing with Damon weaving in his Water.org initiative - subtly blending brand with purpose.

  Photo Credit: The Hollywood Reporter

3. Michelob Ultra’s Pickleball Villains

• Willem Dafoe and Catherine O’Hara as over-the-top, competitive pickleball players.

• This was smart trend-jacking - pickleball is booming, and this ad played right into the cultural moment.

4. Hellmann’s: When Harry Met Sally - With a Twist

• Billy Crystal, Meg Ryan, Sydney Sweeney

• A full-on nostalgia play, reviving one of the most famous rom-com scenes of all time.

• Sydney Sweeney’s cameo helped bridge generations, keeping it fresh for younger viewers.

5. Homes.com: Dan Levy & Heidi Gardner Keep the Streak Going

• Building on their 2024 success, this returning duo proved that long-term brand partnerships work.

• Instead of chasing a one-off viral moment, Homes.com is establishing consistency in its messaging.

6. Harrison Ford for Jeep: The Freedom to Choose

• Ford played it cool, making the case for both electric and gas-powered Jeeps.

• His delivery? Classic. His message? “This is America. You decide.” A solid way to tap into consumer autonomy without getting political.

Photo Credit: People.com

7. Snoop Dogg & Tom Brady for the Foundation to Combat Antisemitism

• An attempt to tackle a serious topic with humor, but the execution felt off.

• Snoop and Brady joking about “why people don’t like each other” may have missed the mark in lacking the gravity the message deserved. We'll see how the social universe calls it.

8. Instacart and the 9 Brand Mascots

This is hands down one of my favorite campaigns. Instacart’s “We’re Here” spot brilliantly brings together nine iconic brand mascots - Chester Cheetah, Mr. Clean, the Energizer Bunny, and more - in a playful 30-second ad. What’s even more impressive? The brands didn’t pay for placement. Instacart secured the rights directly, leveraging nostalgia and instant brand recognition to drive engagement.

Typically, Super Bowl ads follow a strict one-brand-per-ad rule, but Instacart found a way to sidestep that limitation masterfully. It’s so well executed that many of the featured brands are now running the spot as their own outside of Super Bowl timing. Now that’s next-level marketing.

The Power of the Right Soundtrack

• Nike → No celebrity cameos, just impact. Female athletes pushing boundaries, set to Led Zeppelin’s Whole Lotta Love - a powerful and cinematic approach.
• Dove → Born to Run (covered by H.E.R.)
• Rocket Cos. → Country Roads, Take Me Home by John Denver

Photo Credit: National Mortgage News

The Super Bowl Pay Scale: What Celebs Earn for 30 Seconds of Work

• A-list actors and musicians easily earned between $3M - $5M per ad. Or even more... 
• Cameo appearances were a little less, but still a major payday.

• $10M–$12M on the low end
• $20M+ for high-production, multi-celebrity spots

The Big Creative Shift: Less Comedy, More Storytelling

For years, Super Bowl commercials followed a formula:

1. Throw in a celebrity.
2. Rapid-fire jokes.
3. Add an unexpected twist.

But this year felt different.

1. More emotional, narrative-driven ads.
2. Less “preachy” content - brands avoided anything that might alienate audiences.
3. A return to “wholesome” marketing - focusing on families, homeownership, and nostalgia.

Marketers are more cautious than ever to avoid offending and risk cancellation. The result? Super Bowl 2025 ads felt safer, but also more intentional.

Photo Credit: Business Insider

What’s Next: Super Bowl Ads in 2026

• Smarter celebrity casting: A-listers still rule, but brands will focus on long-term partnerships instead of one-offs.
• Balancing humor with heart: The best ads will mix laughs with emotional pull.
• Bigger digital extensions: Super Bowl ads aren’t just for TV anymore - expect more behind-the-scenes content, TikTok challenges, and social media campaigns.
• More planning ahead: Some brands already locked in their 2026 ad spots, meaning Super Bowl advertising is now a year-round strategy.

The Future of Big-Game Advertising

This year’s ads proved that star power still matters, but it’s all about execution. The best commercials felt intentional, well-cast, and emotionally resonant. The ones that missed? Either overcrowded with celebrity cameos or lacking a clear takeaway.

The Super Bowl isn’t just the biggest night in football - it’s the biggest night in advertising. And with brands already strategizing for 2026, it’s clear that the $8M-per-30-seconds ad game is only getting bigger. Will we break the $9M mark next year? We just might. 

Now the question is: Which brands will get it right next year?

Eager To Learn More?

If you're interested in the biggest trends in Super Bowl advertising-celebrity endorsements, nostalgia marketing, and the power of storytelling-explore Hollywood Branded's extensive library of articles on brand marketing, product placement, and influencer strategies.

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