The Super Bowl has long been the biggest stage for advertisers, where brands aim to create unforgettable moments through humor, spectacle, and emotion. This year’s game broke records, drawing 127.7 million viewers—making it the most-watched Super Bowl ever—and the commercials reflected some notable shifts: stronger gender representation, a revival of comedy, and a move away from celebrity endorsements in favor of compelling storytelling. While some brands hit it out of the park with creative brilliance, others struggled to connect. Here’s a closer look at the hits, the misses, and the trends that defined this year’s Super Bowl ad landscape.
The Winners: When Brand Storytelling and Identity Align
Nike - "So Win"
After 27 years away from the Super Bowl, Nike made a triumphant return with an ad celebrating women athletes. Featuring Doechii’s voiceover and stars like Caitlin Clark and Sha’Carri Richardson, the commercial blended empowerment with humor, resonating deeply with audiences. The spot emphasized resilience and defiance, perfectly aligning with Nike’s brand identity. With 13,000 online mentions, it was the most talked-about ad of the night.
T-Mobile & Starlink - "A New Era in Connectivity"
T-Mobile and Starlink’s joint ad emerged as the engagement champion, generating 12.6X the online interactions of an average Super Bowl commercial. The brands emphasized the future of connectivity in a way that felt personal and relevant, successfully capturing audience attention.
Duracell - "Brady Reboost"
Duracell’s clever spot featuring Tom Brady as a malfunctioning robot in need of new batteries was a masterclass in blending humor with brand messaging. The self-aware nods to Brady’s history added to the fun, reinforcing Duracell’s reliability while keeping viewers entertained.
Mountain Dew - "Kiss from a Lime"
A CGI seal belting out a love ballad about Mountain Dew Baja Blast? It was as absurd as it was memorable. While Becky G’s cameo felt unnecessary, the playful humor and catchy jingle made this ad a hit, reminiscent of the brand’s viral "Puppy Monkey Baby" spot from 2016. Sometimes, weird works.
AI-Powered Ads Fall Flat
This year’s Super Bowl ads showed that while AI has a lot of potential, it didn’t quite hit the mark with viewers. Ads featuring AI didn’t generate the buzz advertisers had hoped for. On the other hand, ads that focused on human connection—whether through heartwarming stories or familiar faces—really resonated. It turns out that even in a tech-driven world, it’s the emotional, human touch that still captures people’s attention. AI can be a great tool, but it’s the ads that tap into real feelings and shared experiences that truly connect with audiences.
Key Trends and Takeaways
A Shift in Gender Representation
Super Bowl advertising saw a meaningful shift in inclusivity, with women appearing in 44% of ads—up from 34% in 2023. Additionally, brands showcased a broader range of body types, senior talent, and actors with disabilities, signaling a move toward more authentic representation.
Comedy Makes a Comeback
After years of heartfelt or purpose-driven ads, humor took center stage. A whopping 85% of Super Bowl LIX ads leaned into comedy, up from 71% in 2023. Viewers embraced the lighter tone, proving that entertainment-driven storytelling remains a powerful tool for engagement.
Celebrity Endorsements Decline
Despite appearances from Meg Ryan, Billy Crystal, and Matthew McConaughey, overall celebrity usage in Super Bowl ads dropped from 77% in 2023 to 54% in 2025. Instead, brands focused on creative concepts that stood on their own, prioritizing originality over star power.
Social Media Engagement Thrives
Super Bowl LIX saw 2.83 billion social media engagements across Instagram, X, and YouTube. Kendrick Lamar’s halftime performance led the charge with 80 million engagements, far outpacing Usher’s 17 million from 2024. This spike in online activity highlights how social media now plays a central role in driving the Super Bowl conversation, often surpassing traditional TV viewership in impact.
The Future of Super Bowl Advertising
Super Bowl LIX reinforced the power of storytelling, humor, and inclusivity in advertising. Nike, Duracell, and Mountain Dew succeeded by staying true to their brand identities and delivering messages that resonated. Meanwhile, AI-focused ads and overly promotional spots struggled to connect. The key takeaway for advertisers? Authenticity, creativity, and emotional connection remain the winning formula for Super Bowl success.
Ready to create authentic, creative campaigns that connect with your audience? Contact PadSquad today.
