Super Bowl 2025: The Ads That Triumphed, the Ones That Failed, and the Ones That Left Us Saying "What Did I Just Watch?"

Hello, creative community of Ads Films24! If you think the Super Bowl is just a football game, you've clearly never seen a CEO cry because their $7 million ad was overshadowed by a golden retriever eating nuggets.

Today on Cuadro24, we analyze the Super Bowl 59 commercials: the geniuses, the delusions, and those that deserve an Oscar... for best attempt.

1. The Hits: When Marketing Plays in Legend Mode

Nike: "So Win."

Nike returned to the Super Bowl after 27 years with a script that tackled sexism in sports. Athletes like Sha’Carri Richardson and A’ja Wilson not only run or jump; they break molds in raw black and white, while Doechii's voice sounds like a modern war anthem.

It's not an ad; it's a manifesto. Each shot celebrates not just talent but the stubbornness of women who have fought against stadiums full of prejudice. If you doubt that sports are political, here's a visual choreography that screams: "The future has no gender... but it does have Nike sneakers."

-Why it worked: It struck a blow against sexism in a visual anthem to female power.

“Uber Eats: American football is just a ploy to make us hungry.

The spot, loaded with humor and eccentricity, is enriched by star appearances from Kevin Bacon, Martha Stewart, Sean Evans, and Greta Gerwig, who add their own touch to this hilarious narrative.

- Why it worked: This advertising strategy not only grabs attention with its celebrity cast but also stands out for its ability to intertwine entertainment and brand promotion masterfully.

National Football League: serves us a cake of tears with its "Somebody" campaign... and then removes the frosting.

- Why it worked: The "Somebody" spot is a guilt trip with a Hollywood budget: epic images of children playing, multiracial hugs, and a soundtrack that screams "why aren't we all happy?" The league dresses as a social activist... but in the third quarter, it erases the slogan "End Racism" from the field as if it were a nullified touchdown.

The masterstroke: Selling inclusion with the left hand while the right hand erases uncomfortable evidence. The message? "We believe in diversity... but not enough to stain the turf."

Stella Artois: When Beckham and Matt Damon are "twins"... and Ben Affleck steals the show

Imagine David Beckham discovering he has a long-lost twin, and it turns out to be none other than Matt Damon! In a hilarious twist, Damon resembles Ben Affleck more than Beckham himself. Jokes about Affleck never go out of style, right?

- Why it worked: It fuses humor, renowned stars, and a heartwarming story.

"RITZ Salty Club" by RITZ from The Martin Agency

RITZ made a bold move in its Super Bowl LIX debut with the clever "RITZ Salty Club." This spot, created by The Martin Agency, transports us to an exclusive lounge in Utah's salt flats, where the "saltiest" personalities gather.

-Why it worked: The combination of humor, celebrities... and Bad Bunny demonstrates how a well-executed advertising strategy can turn a simple snack into the star of the year's most-watched sporting event.

Foundation to Combat Antisemitism

Snoop Dogg and Tom Brady starred in a powerful ad from the Foundation to Combat Antisemitism. For 15 seconds, they exchange generic insults, reflecting superficial reasons for hate.

- Why it worked: Although Snoop Dogg's fame could distract from the message of tolerance, he concludes with a powerful reflection: "I hate that things are so bad that we have to make a commercial about it." This statement resonates deeply, underscoring the urgency of addressing hate in our society.

"Dream Job" by Google

Google once again demonstrated its prowess in touching emotional chords with its latest Super Bowl LIX ad, "Dream Job." Fifteen years after moving audiences with "Parisian Love," the tech giant presents a narrative that intertwines cutting-edge technology with the essence of human experience.

-Why it worked: This approach not only highlights the advanced capabilities of AI but also emphasizes how technology can complement and enrich our most human experiences. A masterstroke by Google that, once again, manages to connect emotionally with its audience while showcasing its technological innovation.

DunKings Java Jam – Dunkin’ – Artists Equity

In this spot, the Afflecks lead the "DunKings" team in the "Java Jam," a competition where rivals face off fueled by coffee, vying for a trophy shaped like a mug. The surprise comes with the appearance of Jeremy Strong, known for "Succession," who emerges from a giant Dunkin' can in a humorous parody of his acting method. The ad also features cameos from New England Patriots coach Bill Belichick and his partner Jordon Hudson, adding a local and humorous touch to the commercial.

-Why it worked: The combination of celebrities and humor has solidified Dunkin' as one of this year's most memorable Super Bowl ads.

Pfizer: "Knock Out"

In this spot, a young cancer survivor celebrates his victory by ringing the bell symbolizing freedom from the disease. As he walks through his neighborhood like a triumphant boxer, LL Cool J's iconic "Mama Said Knock You Out" plays in the background, encapsulating the protagonist's struggle and resilience.

- Why it worked: It uses a narrative that combines hope, determination, and the promise of a healthier future.

2. The Misses: When the Budget Wasn't Enough for a Good Script

JEEP: "Ford x Jeep"

Jeep attempted to conquer Super Bowl LIX with "Owner's Manual," a two-minute ad starring Harrison Ford. In the spot, Ford reflects on freedom and happiness while driving a Jeep Wrangler 4xe, suggesting that although life doesn't come with an instruction manual, choosing what makes us happy is key.

- Why it failed: Despite James Mangold's direction and Ford's participation, the commercial was criticized for its lack of creativity and a confusing message, generating negative reactions among the public.

"When Sally Met Hellmann’s" by Hellmann’s from VML

Hellmann's tried to capitalize on nostalgia in Super Bowl LIX by reuniting Meg Ryan and Billy Crystal to recreate the iconic restaurant scene from "When Harry Met Sally." However, the execution felt forced and predictable, leading to criticism on social media for its lack of originality and a foreseeable outcome.

- Why it failed: Although the intention was to evoke fond memories, the commercial failed to connect authentically with the audience, highlighting the importance of innovation even when relying on nostalgic elements.

Mountain Dew

In this spot, singer Seal appears as an AI-generated seal, performing a parody of his hit "Kiss from a Rose," now titled "Kiss from a Lime," to promote the Baja Blast variant of the drink.

- Why it failed: Although the intention was to surprise and amuse, the execution was so strange that it left many viewers perplexed, placing the commercial among the most criticized of the event.

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3. The WTFs: When Creativity Had Coffee with Chaos

Squarespace and Barry Keoghan: Deliveries Gone Wild

Imagine Barry Keoghan, the talented Irish actor, riding through the picturesque landscapes of ancient Ireland on a donkey, in the purest style of "The Banshees of Inisherin."

- Why WTF: Although the intention was to highlight Squarespace's website creation services, the execution left many wondering what the real message was.

Coffee Mate and Its Mind-Blowing Whipped Cream

Coffee Mate's ad presented such a strange visual experience that some viewers compared it to a psychedelic sensation.

- Why WTF: Although it aimed to be memorable, it ended up being more disconcerting than appealing.

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Conclusion: What Separated the Winners from Those Who Should Ask for a Refund?

Super Bowl 2025 made it clear that the public no longer buys products; they buy emotions with a logo. The brands that triumphed didn't sell burgers or cars; they sold identity, humor, or at least a good meme.

And to those who failed, a piece of advice from Ads Films24: Next time, hire a 5-year-old to tell you if your idea is as bad as it sounds.

And so you don't say we made omissions, here are some extras we liked: «Slow Monday» – Coors Light – Mischief @ No Fixed Address

«Your Attention, Please» – Novartis – Merkley+Partners

«These Legs» – Dove – Ogilvy UK

«The Call of the Mustaches» – Pringles – FCB Nueva York

Written by:

Carlos Alagon

Creative Director and host of Ads Films24

“If your ad doesn't spark conversation, it better spark a refund.”