Super Bowl ads are more than commercials—they’re cultural moments that captivate millions. Every year, brands have the opportunity to make a game-winning play with unforgettable spots that entertain and inspire with humor and storytelling.
We’re breaking down our favorites below and looking at the key marketing takeaways we can learn from their success.
Ready for kickoff? Let’s gooooooo!
🌭 MUSTAAAAAARD
Heinz scores big by tapping into the virality of Kendrick Lamar’s halftime show and his now-iconic “mustard” scream from “tv off”. By seamlessly integrating this pop-culture moment into their ad, Heinz transforms a fleeting reference into a culturally relevant, instantly recognizable campaign.
Brands that successfully ride the wave of trending moments don’t just create ads—they create shared cultural experiences.
By staying agile and aligning with what audiences are already buzzing about, brands can spark engagement, boost relatability, and ensure their message resonates far beyond the initial campaign.
🥪 A Deli-cious Nostalgia Trip
Hellmann’s brings When Harry Met Sally back to Katz’s Deli, recreating the classic "I’ll have what she’s having" scene—this time with mayo.
By tapping into nostalgia, they prove how powerful pop cultural moments are in making memorable commercials.
In an era where digital fatigue is high and audiences crave authenticity, nostalgia provides a shortcut to emotional engagement, making brands instantly more relatable and their campaigns more shareable.
Nostalgia marketing werks 💅🏻
🧀 Nacho Average Ad
By letting fans create their own ad for the Super Bowl, Doritos took audience engagement to the next level. After nearly a decade on the sidelines, Doritos brought back its Crash the Super Bowl contest, proving that fan-driven marketing is still a winning play.
This year’s $1 million prize went to “Abduction,” a hilarious spot by Dylan Bradshaw and Nate Norell, where an alien attempts to steal Doritos using a spaceship tractor beam—only to find itself in a snack-fueled standoff that turns into an unlikely friendship.
Bringing back Crash the Super Bowl wasn’t just about nostalgia—it was a masterclass in long-form engagement. Over the past year, the contest generated massive organic buzz, from fan submissions to public voting, turning everyday consumers into brand ambassadors.
Fan-driven marketing isn’t just a gimmick—it’s a goldmine for engagement, virality, and brand loyalty.
More brands should take note 👀
🐎 A Classic Return
Budweiser used powerful storytelling and reference to the past to nail its Super Bowl spot. Using the iconic imagery of the Budweiser Clydesdales, the brand proves that revisiting the past and staying true to the heart of its messaging can strike the right chord with audiences for an emotional experience.
🛸 Cookoff at Area 5
HexClad's out-of-this-world Super Bowl ad pairs Gordon Ramsay with an "Unidentified Frying Object," creating an unexpected and hilarious mix. The clever fusion of humor and sci-fi not only captures audience attention but also proves that unconventional pairings can make an ad stand out.
✨ Real Stories Shine
After 27 years, Nike made a bold Super Bowl comeback, spotlighting women athletes like Caitlin Clark and Sha’Carri Richardson. Airing during one of the biggest, male-dominated sporting events, this ad marks a cultural shift—amplifying women’s sports on a stage where they’ve often been overlooked.
Nike’s return wasn’t just about selling sneakers—it was a statement. By putting female athletes front and center during one of the most-watched broadcasts of the year, they reinforced their brand’s legacy of championing inclusivity, empowerment, and breaking barriers.
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