The 2025 Super Bowl Ads: Celebrities, Storytelling, and the Business of Big-Game Advertising

For those of us in advertising and production, the Super Bowl is the event of the year—not just for football but for our industry’s most ambitious, high-stakes, and high-production-value commercials. With brands spending upwards of $27 million per spot when factoring in celebrity fees, agency costs, production expenses, and airtime, these aren’t just ads; they’re cultural moments.

This year, we saw a continued reliance on celebrity endorsements, nostalgia-fueled storytelling, and humor-driven concepts, but also a growing trend: celebrities taking control behind the scenes, not just starring in ads but actively shaping them. From Ben Affleck and Matt Damon’s Artists Equity producing multiple commercials to Ryan Reynolds’ Maximum Effort bringing its signature meta-humor, Hollywood’s influence in Super Bowl advertising is expanding beyond just talent in front of the camera.

Let’s break down the biggest and most talked-about commercials from Super Bowl LIX, analyzing their creative direction, production values, and impact.

Uber Eats - "Century of Cravings"

Uber Eats delivered the most absurdly hilarious conspiracy theory of the night: that football was invented just to sell food. Matthew McConaughey led the charge, backed by an eclectic cast including Martha Stewart (food icon), Charli XCX (pop culture relevance), Greta Gerwig (unexpected indie credibility), Sean Evans (Hot Ones, Digital Creator), and Kevin Bacon (because his last name is Bacon).

This was big, ridiculous fun, playing right into the Super Bowl's love for over-the-top humor.

Takeaway: Uber Eats leans into absurdist humor and pop-culture relevance to create one of the night’s most talked-about ads.

Dunkin' - "DunKings 2: The Movie"

Building off last year’s wildly successful Dunkin’ ad, Ben Affleck returned with a sequel that leaned into self-aware humor. Instead of upping the star power, the joke this time was the lack of it. Gone were Tom Brady and Matt Damon, replaced by Jeremy Strong and Bill Belichick—the latter being a playful nod to his strained history with Brady. J Lo was also noticeably absent.

The ad, which also featured Kevin Smith and Druski, was produced through Artists Equity, Affleck and Damon’s production company. Dunkin’ is clearly giving them creative control to shape this into a long-term campaign, something we don’t often see in Super Bowl advertising. The spot’s mockumentary style and dry humor set it apart from the flashier ads of the night.

Takeaway: A smart evolution of last year’s campaign, proving that leaning into self-deprecating humor works.

STōK Cold Brew - "Wrexham Moves"

Ryan Reynolds’ Maximum Effort brought its signature meta-humor to STōK Cold Brew, enlisting Channing Tatum to teach Wrexham AFC’s players how to properly celebrate goals. This was a perfect blend of sports, humor, and brand personality, making it a viral hit before the game even aired.

Takeaway: Maximum Effort understands how to blend sports, humor, and internet culture better than anyone.

Stella Artois - "David and Dave"

Another Artists Equity production, Stella Artois’ “David and Dave” featured David Beckham discovering his long-lost brother, played by Matt Damon. The ad blended celebrity star power with an absurd premise, making it one of the night’s most memorable brand plays.

By giving Affleck and Damon control over both the creative and production, Stella Artois is betting big on a Hollywood-style approach to advertising—a trend we’ll likely see more of in the coming years.

Takeaway: A well-crafted mix of humor, celebrity appeal, and long-form storytelling, setting the foundation for future brand storytelling.

Bud Light - "BMOC (Big Men on Cul-de-Sac)"

Post Malone, Shane Gillis, and Peyton Manning bring the ultimate backyard party energy, turning an everyday cul-de-sac into an iconic Super Bowl-level bash. The ad cleverly plays into clichés about block parties and masculinity, balancing relatability with self-mockery, making it feel both grounded and over-the-top at the same time. Bud Light extended the campaign beyond the commercial itself with a Post Malone concert, tying in the brand’s larger cultural presence and reinforcing the beer’s connection to fun, carefree celebrations.

Takeaway: Bud Light keeps its Super Bowl streak alive by blending celebrity appeal with neighborhood charm.

Hellmann’s - "When Sally Met Hellmann’s"

Hellmann’s capitalizes on nostalgia, reuniting Meg Ryan and Billy Crystal in a When Harry Met Sally parody, an anticipated reunion that has been 35 years in the making since the movie’s release. The ad also featured a partnership with Katz’s Deli, offering a special sandwich inspired by the film, tying the brand directly to the film's most famous scene. Sydney Sweeney delivers the iconic “I’ll have what she’s having” line, adding a modern twist to a beloved moment.

Takeaway: A clever way to link food branding with pop culture from two generations, bridging nostalgia with modern appeal.

Homes.com - "Not Saying We're the Best"

Morgan Freeman brings his legendary voice to Homes.com, playfully undermining typical real estate ads while also poking fun at the legal gymnastics of claiming to be the best in a crowded market. Dan Levy and Heidi Gardner add comedic relief, emphasizing the absurdity of real estate marketing language. Director Taika Waititi infuses the piece with his signature irreverence, making it one of the more self-aware and witty spots of the night.

Takeaway: A self-aware, stylish approach that stands out in the real estate category.

Nike - "So Win"

Nike returned to the Super Bowl for the first time in 27 years with a bold, emotional spot featuring Caitlin Clark, Sha’Carri Richardson, and A’ja Wilson. Director Kim Gehrig, known for her dynamic and socially conscious campaigns, crafted a documentary-style, high-energy montage showcasing women’s sports and perseverance.

Nike is no stranger to aspirational storytelling, and this was a powerful way to mark their return to the Super Bowl stage.

Takeaway: This was Nike at its best—authentic, bold, and culturally relevant.

Foundation to Combat Antisemitism - "No Reason to Hate"

Featuring Tom Brady and Snoop Dogg, this powerful PSA calls out the stupidity of everyday excuses for hate. It’s a timely, relevant piece aimed at addressing rising antisemitism, emphasizing the importance of unity.

Takeaway: A rare but needed serious moment in a night of entertainment.

Google Pixel - "Gemini Live"

Google’s campaign showcased real-time AI assistance in daily life, filmed with a handheld, naturalistic style to make AI feel less futuristic and more human-centric.

Takeaway: By making AI feel intimate and real, Google dodged the sci-fi clichés and brought Gemini into human territory.

Final Thoughts

This year’s Super Bowl ads leaned into nostalgia, humor, and cultural relevance, with an increasing trend of celebrity-led production companies shaping brand campaigns. Expect more long-form storytelling, crossovers between Hollywood and Madison Avenue, and brands using advertising to double as entertainment.

On to 2026.