It’s kickoff time.
Tremendous Bowl 59 is right here, with The Kansas Metropolis Chiefs dealing with off in opposition to the Philadelphia Eagles on the Caesars Superdome in New Orleans, Louisiana (Sunday, Feb. 9 on Fox at 6 p.m.).
Extra importantly, the manufacturers go head-to-head, vying for who can seize the viewers’s consideration with the splashiest commercials.
This yr, there are nearly 50 adverts which might be reportedly round $8 million per 30 seconds of air time.
“There’s the Super Bowl playbook, as we call it,” professional Magda Tomaszewski informed The Publish.
Tomaszewski, a contract international model director who has labored with manufacturers akin to Nike and Wallmart, defined that the standard format consists of adverts specializing in “nostalgia, celebrity, comedy, and often animals.”
Specialists all famous that the 2025 adverts are enjoying it protected.
“The Chiefs are going for a repeat, and for a lot of brands, they’re going on repeat,” Peter Bray, Founder and Government Inventive Director at Bray & Co, informed The Publish.
“It feels like people aren’t so much introducing new characters or ideas – a lot of brands have seen what worked in the past, and are going back to it,” he famous.
Right here’s what consultants needed to say about the important thing adverts of the 2025 Tremendous Bowl.
Hellmann’s
This yr’s advert for the mayo model made a splash by reuniting “When Harry Met Sally” stars Meg Ryan and Billy Crystal for a recreation of the basic rom com’s iconic diner scene. Sydney Sweeney additionally made a cameo on the finish.
“That’s a good one,” Alison Weissbrot, the Government Editor of Adweek, informed The Publish.
“It’s been a fan-adored movie for decades [and it’s] a really iconic scene that everybody knows about.”
Bray stated, “What’s impressed me is how Hellmann’s understood their audience, and by introducing Sydney Sweeney [at the end], they’re making Hellmann’s relevant again to a whole new generation.”
Magda disagreed barely in regards to the Sweeney cameo.
“I think that the brand has done a really amazing job with… pairing such an iconic product to an iconic cultural moment that has resonated across generations. So I really love that,” she stated in regards to the spot.
However she added, “The only random bit was Sydney Sweeney appearing at the end. That kind of threw me, because I felt like it was just such an elegant and fun piece of creative, without that added celebrity cameo.”
Uber Eats
Matthew McConaughey, Martha Stewart, and Charlie XCX star within the model’s 2025 spot.
“Humor remains big, and I’ve been noticing a lot of multigenerational focus,” Elizabeth Sullivan, who has labored in promoting for over a decade and is a managing director at VML Well being, informed The Publish.
For instance, she stated, the Hellmann’s advert has Meg Ryan and Billy Crystal, “But then they also throw in Sydney Sweeney. So, that there’s that Gen Z element to it. Same thing with Uber Eats – they have Martha Stewart with Charli XCX.”
Weissbrot stated that this yr’s crop of adverts displays many celebrities who “are sort of time tested.”
“People have loved these celebrities for years, they’ve been in the limelight for a long time, like Martha Stewart. You do have some new faces like Charli XCX. But…it’s a little bit of a safer bet to go with a celebrity that people are familiar with.”
Stella Artois
David Beckham and Matt Damon star as newly found “brothers” on this advert for the beverage.
“I thought it was the moment meets the opportunity,” stated Bray.
He added, “David Beckham is an incredibly likable person, and Matt Damon is often the butt of a lot of jokes in Hollywood. So, to bring them together as twin brothers was brilliant.”
Bray stated that it was a “very strong ad,” as a result of “Beckham is cross-generational. He’s beloved by a lot lot of people. It feels a great match with Stella.”
Tomaszewski stated that Beckham and McConaughey (for the Uber Eats advert) are each returning faces, since each stars have been additionally in Huge Recreation adverts final yr.
“It has been interesting to see the celebrities that are becoming household names across Super Bowl commercials,” she stated.
Dunkin’
Ben Affleck, who was in an attention-grabbing advert together with his ex-wife, Jennifer Lopez, in final yr’s Tremendous Bowl spot for the model returns. For the 2025 spot, J-Lo is gone, however he’s together with his brother, Casey, and “Sucession” star Jeremy Sturdy, who pokes enjoyable at his infamous “method acting.”
“In terms of celebrity use, the best I’ve seen is Dunkin’. Their use of Ben Affleck last year was brilliant, and what they’re doing this year by introducing Jeremy Strong, they’ve one-upped themselves,” stated Bray.
He added, “They’re not bringing Ben in for his acting ability, but for what everyone knows about him outside of being an actor,” he stated, referring to Affleck’s behavior of getting snapped consuming Dunkin’ merchandise in paparazzi images.
“That’s why it works so well. This year bringing Jeremy who is the ultimate method actor at the moment, and capitalizing on his ‘method’ acting is perfect,” stated Bray. “Youre utilizing the [celebrity] personality for who they are.”
Sullivan stated that final yr’s Dunkin’ spot that includes Affleck was “huge” for the model. “So bringing that group [of celebrities] back with a little bit of a spin on it…that was smart, and people remember that.”
Tomaszewski agreed. “Bringing back Ben Affleck is a brilliant brand move — he’s become synonymous with Dunkin’, and his connection to the brand feels effortless and authentic,” she stated.
“Then you have Jeremy Strong, who leans into his over-the-top reputation with a level of self-awareness that is…Pure comedy gold. It’s hilarious and unexpected, but more importantly, it keeps Dunkin’ firmly in the cultural conversation, proving they know how to tap into the moment.”
Ram
For Ram’s 2025 advert, Glen Powell donned a wig and browse a narrative to his real-life niece and nephew.
“It wasn’t actually that long ago that there were less than 50 percent of ads in the Super Bowl featuring celebrities,” defined Bray. He stated it modified round 2019, and the usage of celebrities “tends to go up year on year.”
It’s onerous to get seen, and if an advert has a star like “It boy” Powell, it helps them stand out, he stated.
Espresso mate
The model has solely launched a teaser to date, however they tapped nation famous person Shania Twain to star of their spot, and even write and carry out a brand new jingle for it.
“I’m really curious,” stated Tomaszewski.
“Bringing on talent like that to see their own take on a jingle or a song is always fun.”
However she added that it will possibly additionally go “completely downhill.”
“She’s a queen, I’m sure it’ll be fabulous, but I’m definitely curious to see how that pans out.”
HexClad
Pete Davidson and Gordon Ramsay star within the model’s massive recreation debut, dubbed “Unidentified Frying Object.”
This harkens again to how Sullivan identified this yr’s adverts trending in the direction of a “multigenerational” focus, since Ramsay and Davidson are celebs with vastly completely different audiences.
“A lot of ads that have two celebrities or more instead of just one spokesperson. I think what we’re seeing is that they’re trying to appeal to multiple generations with one spot,” Sullivan informed the Publish, which she stated offers them “more bang for their buck.”
Häagen-Dazs
Vin Diesel, Michelle Rodriguez, and Ludacris all reprise their roles from the “Fast and Furious” film franchise for the advert for the ice cream.
“I think that it gets people excited,” Sullivan stated, referring to the kind of advert that reunites actors from a success franchise.
“I think it’s a good way to be memorable,” she added.
She stated that there are two “spectrums” for Tremendous Bowl adverts: doing one thing “super unique that hasn’t been done before, which is hard in advertising because there have been so many different ads over the years. And then the opposite end of the spectrum is like something that is proven – like ‘Fast and Furious.’ Those movies have been hugely successful,” she stated.
Tomaszewski stated that celeb casting for a Tremendous Bowl spot ought to “give fans unexpected, playful, entertaining moments.”
Mountain Dew
This yr’s massive recreation spot options the Grammy-winning singer Seal doing a rendition of his track “Kiss From a Rose.” Becky G additionally stars. For an added ingredient, Seal is remodeled into an actual seal within the advert.
“I think given the fact that the Super Bowl is an opportunity to reach millions of Americans at one time, it’s a huge reach opportunity for advertisers, but it also means that they have to tread really carefully and try not to rock the boat too much or take a stand that people won’t necessarily agree with,” defined Weissbrot.
“So a lot of the creative that we’re seeing is relying on different tropes and themes that can please everybody….We’re seeing a lot of animals; cute animals.”
Pringles
Adam Brody, James Harden, Nick Offerman and Kansas Metropolis Chiefs coach Andy Reid star on this yr’s spot for the snack. It’s a humorous advert involving flying mustaches.
Harden is understood for his facial hair within the NBA world, whereas Offerman is understood for his facial hair on the hit comedy “Parks and Recreation.” Brody isn’t identified for having a mustache, however he did expertise a current profession renaissance on Netflix’s “Nobody Wants This.”
“When you look at celebrity casting, there’s a level of intention that should be put behind it and to really nuance the creative and make sure that there’s cultural relevance,” stated Tomaszewski.
Totino’s Pizza Rolls
Tim Robinson and Sam Richardson star on this spot for the snack meals. The spot additionally consists of kids and aliens.
“I think that Totino’s Pizza Roll ad is going to be popular,” stated Sullivan.
“I can see that getting a lot of social media buzz. The ad overall is funny.”
She added that it has a multi-generational focus, because it additionally consists of children in the beginning.
“And they also focus on the cost per pizza roll, which in today’s economy, with everything being crazy expensive and people struggling at the grocery store, I think it’ll probably make some big impacts there.”
She added that the humor blended with the relevance – mixed with the advert additionally together with a cute alien – will make it “ memorable.”
Bud Mild
The 2025 spot for the beer large stars comic Shane Gillis and rapper Publish Malone.
“It’s very much leaning into the white male drinker that Bud Light obviously has had some issues with in the past, and controversy. So, seeing how they try to rebound from that will be really interesting by tapping into that audience,” stated Weissbrot.
She was referring to how, when the model teamed up with transgender influencer Dylan Mulvaney final yr, this led to a boycott. All of it culminated in Child Rock taking pictures cans of Bud Mild to protest.
“They’re leaning really hard in a particular direction. So I’m really curious to see if that if that works for them,” she stated.
Bray agreed. “In terms of an ad where a lot is riding on it for them, Bud Light is very different to their prior year’s efforts — and Bud Light needed a win,” he famous.
Bray defined that trying again on the previous few years, Bud Mild is an instance of what number of manufacturers “have been the subject of culture wars in the United States. A lot of brands have realized that, from a commercial perspective, it can be unhelpful to be part of the dialogue.”
“If you’re a brand selling detergent, you want as many households as possible buying detergent. Not just households that have one political view or another.”
However on the flip facet, he famous: “We have a saying in advertising that you don’t want people to like you, you want people to love you. And, if you stand for everything, you stand for nothing. So, there is an opportunity for brands who do want to take a stand…. But the reality is, advertising exists for commercial reasons…which is why if you want a successful Super Bowl ad, it’s about playing to everybody, and playing it safe.”
Instacart
The model makes its massive recreation debut with a spot that features a number of icons from grocery manufacturers, akin to Mr. Clear, The Pillsbury Doughboy, the Energizer Bunny, and the Previous Spice Man (Isaiah Mustafa).
“I do think the Instacart ad is a possible misfire,” stated Bray.
He added that when a model crams as many celebrities in as doable, it leaves a viewer saying, “What just happened, what did I see?’”
He defined, “You’re so busy celebrity spotting that you miss the impetus of the ad and there’s no storytelling. The Instacart dd is cramming so many different characters – it’s smart but is it memorable?”
Squarespace
“Banshees of Inisherin” and “Saltburn” star Barry Keoghan stars on this yr’s spot for the model.
“In terms of ads where it’s made a real impression on me, my favorte at this stage is Squarespace. With Barry Keoghan and the donkey, I think they created an ad that is close to perfect,” stated Bray.
He added that the advert works as a result of, “It’s a beautiful mix of storytelling with lighthearted humor. I think they have something special.”
