With 30-second spots at this year’s game costing $8 million, the Super Bowl remains a potent platform for brands—from promoting new products to forging audience connections.
Whether it was extraterrestrial mascots or self-deprecating humor, our experts, Jenna Isken, Lisa Kane, and Amy Chen, weigh in on the ads from Super Bowl LIX.
When these ads debuted in 2022, they were arresting and generated real conversation and Google searches. Now, their consistency has become their biggest challenge. Viewers either appreciate the artistry or tune out when those moody visuals hit their screens. I question whether the emotional response they aim to evoke even connects back to their brand anymore. —Jenna Isken, Global Group Director, Experience
Adweek | ‘He Gets Us’ Brings a Heartfelt Ad to Super Bowl 2025
Tim Robinson and Sam Richardson are having a pop culture revival since Detroiters was re-released on Netflix last fall. For this fanbase, the two can do no wrong, and the Totino’s spot is a clearly in lock step with culture. For a lot of other people, it’s a miss. I’ve always found their brand of humor awkward and uncomfortable, and this spot is no exception. You won’t find me stocking up on Totino’s anytime soon—but I’m not their target demographic. Will this spot be a success for Totino’s? Probably. —Amy Chen, Director, Experience
Adweek | Can Two Comedians Compete with Totino’s Strange (and Dead) Alien Chazmo?
The worst Super Bowl commercials are the ones that try so hard to stand out that they feel completely inauthentic and leave us baffled. But this year’s DoorDash ad is perfectly on brand.
A celebrity promotes a feature or service (in this case, it’s comedian Nate Bargatze promoting DashPass) with the playful, absurd humor that we’ve come to expect. It’s fun and entertaining while promoting a simple, clear message. Is it going to leave a lasting imprint on pop culture? Probably not. But it will probably make you chuckle. And it may just make you consider signing up. —Lisa Kane, Group Director, Strategy
Adweek | DoorDash’s Super Bowl Ad Is ‘Beautifully-Executed,’ but Will It Break Through the Noise?
