The Kansas City Chiefs will go head to head with the Philadelphia Eagles at the Caesars Superdome in New Orleans for Super Bowl LIX on February 9, 2025. Kendrick Lamar will perform at the 2025 Apple Music Super Bowl LIX Halftime show.
The broadcast will feature more than 51 minutes of advertising time. Fox is reportedly selling :30 second ads for at least $7 million each.
Brands are showing up, whether it will be a pricey TV buy on the broadcast or it will be hacking the Super Bowl through digital and on-site activations that break through. We are tracking every Super Bowl ad. Check back regularly for more updates. Here is what we know so far….
Cetaphil
Cetaphil is using the big game stage to drop a new campaign called “We’re All a Lil Sensitive” featuring Lil Wayne.
On Running
Swiss shoe brand On is making its Super Bowl debut with a spot starring Roger Federer and Elmo.
RITZ Crackers
RITZ Crackers will be at the Super Bowl for the first time ever. This is the second year in a row that a Mondelēz International snack brand will have a spot in the game. The :30 ad from The Martin Agency, directed by Jake Szymanski and produced by Gifted Youth and PXP will feature the cracker as an ideal snack treat for game day.
“On a day where our products will be served on party platters nationwide, it seemed only fitting for us to finally make an appearance on the big screen too. This ad buy marks a significant milestone in our journey to transform how fans view the RITZ brand through fresh and unexpected marketing strategies that speak directly to today’s consumer,” said Steven Saenen, vice president of marketing at RITZ, in a statement shared with Brand Innovators. “The creative is also our boldest yet, designed to raise the bar and meet the moment. We are excited to put it out into the world.”
Pepsi
Pepsi is celebrating the 50 year anniversary of the Pepsi Challenge with a new challenge: Pepsi Zero Sugar versus Coke Zero Sugar.
Cirkul
Water bottle brand Cirkul is making its Super Bowl debut this year with a spot starring Adam Devine.
TurboTax
Intuit’s TurboTax is running a :45 second ad in the first half of the second quarter. The spot, made in conjunction with R/GA, targets Gen Z and features Issa Rae.
STōK Cold Brew Coffee
STōK Cold Brew Coffee, the Official Stadium Sponsor of Rob McElhenney and Ryan Reynolds’ Wrexham AFC, is returning to the game.
Samsara
Samsara is spotlighting real dash cam footage to to highlight the importance of road safety for professional drivers in their game day spot.
OpenAI
ChatGPT maker OpenAI is expected to reportedly running its first TV ad during the Super Bowl.
Great Clips
Great Clips and Kawasaki are teaming up again this year for a Super Bowl ad. Last year, the brand gave away 15,000 free mullet haircuts in less than six hours as an extension of Kawasaki’s Super Bowl ad highlighting its Ridge vehicle (business in the front, party in the back). This year, they are giving away free crew cuts for fans and their crew to promote the Kawasaki Ridge Crew, which fits an entire crew.
DoorDash
DoorDash is returning to the Super Bowl for the fourth year in a row. The spot, created with Wieden+Kennedy Portland, stars comedian Nate Bargatze, who clones himself and makes questionable financial decisions, justifying excessive purchases because of the money he saves using DashPass.
Pizza Hut
Pizza Hut is running a :30 game day ad promoting its Ultimate Hut Bundle ahead of the game. The spot stars Rob Gronkowski who shares into his Ultimate Hut Bundle – two medium pizzas, boneless wings, breadsticks, and dips – and more.
Starbucks
Starbucks is rebranding with itself as The Starbucks Coffee Company, highlighting the coffee house elements of its stores, and is using the big game to launch the new look.
Disney+
Disney+ is running a :30 spot during the game.
Google is showing off Gemini Live on the Pixel 9 in its national Super Bowl ad. The ad has been updated after the AI delivered some false information about cheese.
Google is also putting the spotlight on 50 small business owners across the U.S. this year – one in every state. The 50 :30s TV spots will air in each business owner’s respective market during the Big Game on February 9. The company also created a dedicated website to spotlights all 50 small business owners and their local ads.
Unilever’s Dove
Beauty brand Dove is returning to the big game with a new :30 spot addressing the issue of girls dropping out of sports.
The spot, which will air during Q4 of the game, is based on research that nearly half of girls drop out of sports by age 14 due to low body confidence. The spot, created with WPP’s Ogilvy, will promote Dove’s Body Confident Sport program, a set of coaching tools designed to build body confidence in 11–17-year-old girls.
“As the largest self-esteem education provider globally, Dove is committed to raising the body confidence of girls on and off the field,” said Marcela Melero, chief growth officer, Dove Personal Care North America, in a statement shared with Brand Innovators. “We know that girls who stay in sports have higher body confidence and thrive in other areas of life. We are proud to return to the big game for a second year with this platform and message.”
GoDaddy
GoDaddy is using the Super Bowl to promote its new GoDaddy Airo tool for small businesses. The company’s latest teaser features actor Walton Goggins in a humorous bit in which he is selling Walton Goggins Goggle Glasses online.
The first teaser focused on a car with an unidentified driver shifts gears. As the car drives by, a man asks in Italian the question: “Who’s that? No, really? Who knows?”
“The key message revolves around empowering business owners to take the leap and start their business, with the knowledge that GoDaddy is there to help bring their vision to life,” GoDaddy’s CMO Fara Howard, told Brand Innovators. “We’re thrilled to use advertising’s biggest stage as an opportunity to introduce this game-changing experience to millions of small businesses.”
Ramp
Eagles running back Saquon Barkley has joined financial services platform Ramp as an investor and will star in the company’s first Super Bowl ad.
“I’ve always believed a winning mindset applies to every part of life. If you want to dominate, you don’t switch off when the clock hits zero and I demand that same intensity in my business ventures,” said Saquon Barkley, in a statement. “Ramp shares my obsession with speed and efficiency, helping teams move faster, spend smarter, and stay a step ahead of the competition. They’re a partner I want in my corner.”
Skechers
Skechers is returning to the big game for the 12th year in a row with a spot featuring Chiefs coach Coach Reid. In the spot, Reid playfully says he has a side hustle as a hand model as he promotes the convenience of Skechers Hands Free Slip-ins –they don’t require hands to put on.
“From the Euros to Paris, this is a pivotal year for athletic competition, and Skechers will be seen through every moment, starting right now as the first brand to announce our commitment to Super Bowl LIX in 2025,” said Michael Greenberg, president of Skechers, in a statement. “This is the best stage in all of sports to communicate Skechers’ comfort and innovation message.”
Oikos
Danone’s Oikos brand will be at the game with a spot featuring Ted Lasso’s Juno Temple and The Cleveland Browns’ Myles Garrett.
Salesforce
Matthew McConaughey and Woody Harrelson reunite in the Salesforce spot.
Dunkin’
Ben Affleck, Casey Affleck and Jeremy Strong star in Dunkin’s big game spot.
Busch Light
Busch Light is going all out with two Super Bowl ads this year. The brand returns to the big game with its message of offering “beer for the outdoors”. One spot puts a playful spin on “going in circles”. when camping featuring NASCAR Cup Series driver Ross Chastain. The Busch Guy stars in the second spot with another wilderness survival lesson.
“As one of the most popular rising stars in NASCAR, Chastain has helped us ignite a new chapter in our NASCAR legacy. And with the official NASCAR Cup Series season kicking off with the Daytona 500 just oneweek after the big game, we knew he was the perfect star to spotlight alongside Busch Guy in one of ourspots this year,” said Krystyn Stowe, head of marketing at Busch Family & Natural Family at Anheuser-Busch, in a statement shared with Brand Innovators.
“Busch Light has experienced upward growth for five years because we invest in meeting fans where theyalready are with a Busch Light in hand-whether they’re rooting for Ross in a NASCAR race, enjoying thegreat outdoors, or watching the big game.”
Mountain Dew
PepsiCo’s Mountain Dew brand is bringing its new Mountain Dude to Sunday’s game. This is the brand’s seventh year in a row advertising in the big game.
For the second year in a row, Becky G will star in the ad. She will be joined by Grammy award-winning singer and songwriter, SEAL, in a spot directed by award-winning filmmaker Taika Waititi and created with Goodby Silverstein & Partners.
“The cultural impact of the Super Bowl is undeniable, and having Mountain Dew Baja Blast be a part of it for the second year in a row is incredibly exciting for us as a brand,” said Mark Kirkham, SVP Marketing Pepsi & Sparking Brands, in a statement shared with Brand Innovators. “We’re bringing the unexpected duo of a global icon, SEAL, and a multi-platinum, international artist, Becky G, to the center stage in a fun, outrageous way to help encourage all to have a blast for Super Bowl LIX.”
Fetch
Rewards app Fetch will give away $10,000 every second during the last 2 minutes of the game and will reveal 120 winners via livestream.
Nerds
Nerds is returning to the big game after a successful Super Bowl campaign in 2024. This time the brand will feature Shaboozey eating NERDS Gummy Clusters candy while singing “It’s a Wonderful World.”
Little Caesars
Little Caesars debuted at the Super Bowl in 2020 but sat out the last two years. The brand is returning to the game with a :30 second spot that promotes the QSR company’s new Crazy Puffs.
“This ad is all about celebrating the bold, crave-worthy fun that is Little Caesars, and the addition of Bacon & Cheese Crazy Puffs takes it to a whole new level,” said Greg Hamilton, chief marketing officer of Little Caesars, in a statement shared with Brand Innovators. “With Eugene Levy at the helm, we’ve created a spot that’s as deliciously entertaining as Crazy Puffs themselves. Working with such iconic talent showcases our commitment to delivering not only amazing flavors but also unforgettable brand experiences.”
Uber Eats
Uber Eats is returning to the Super Bowl for the fifth year in a row with a spot that stars Matthew McConaughey, Charli XCX, Martha Stewart and Greta Gerwig about the secret conspiracy behind football: it was invented to sell food.
Lay’s
Lay’s is returning to the Super Bowl stage with an ad airing during the third quarter that spotlights potato farmers called “The Little Farmer.”
Meta
Chris Pratt and Chris Hemsworth Rock star in a Meta ad focused on promoting Ray-Ban Meta Glasses in a game day spot.
Ram Trucks
Stellantis’ Jeep and Ram are both going to be making an appearance at the big game this year.
Pringles
Kellanova brand Pringles is returning to the game for the eighth consecutive year with a :30 spot airing at the end of the second quarter. Playing up its iconic mustache actor, the spot will star Adam Brody, Nick Offerman and James Harden.
The ad was created in collaboration with the brand’s new creative agency FCB New York and will be focused on humor and entertainment, per the company.
Häagen-Dazs
Ice cream brand Häagen-Dazs has dropped its first-ever Super Bowl spot. The company worked with its new creative agency of record nice&frank. This marks the company’s first foray into Super Bowl advertising in its 60-year history.
The creative, which comes after a recent rebrand, slows down the Fast & Furious franchise to enjoy some ice cream on a coastal drive. Dominic “Dom” Toretto (Vin Diesel) and Letty Ortiz (Michelle Rodriguez) embrace the moment to eat Häagen-Dazs, while Tej Parker (Ludacris) speeds by. The spot, created in collaboration with nice&frank, will run during the third quarter of the game.
“It really came from this idea about what makes Häagen-Dazs unique in the category, which is all about a smooth creamy texture,” said Rachel Jaiven, head of Häagen-Dazs marketing. “And it really requires you to slow down a moment. You can’t binge this product. You really have to savor it.”
Zeam
Hyperlocal streaming service Zeam is returning to the Super Bowl with a local buy. The ad features John Stamos trying to come up with a jingle for the platform.
Homes.com
Homes.com will return to the Super Bowl with 2 :30 spots. Watch the spot here.
Foundation to Combat Antisemitism
Robert Kraft’s Foundation to Combat Antisemitism is launching its second-ever Super Bowl campaign this year. The No Reason to Hate effort features football legend Tom Brady and rapper Snoop Dogg.
HexClad
Gordon Ramsay and Pete Davidson star in HexClad’s debut game day spot for cookware brand HexClad.
Bud Light
Post Malone, Shane Gillis and Peyton Manning go to a neighborhood party in Bud Light’s Super Bowl ad, as the brand continues to focus on humor after its 2023 controversy.
“For over forty years Bud Light has been at the center of every great backyard hang with the help of BMOCs. For Super Bowl LIX, we’re celebrating the neighbors that can turn up a party and are always on-hand to lend a few cold ones when your cooler runs dry,” said Todd Allen, SVP of marketing at Bud Light, in a statement.
“For the campaign, we tapped three of our favorite partners in Post Malone, Shane Gillis and Peyton Manning who all undoubtedly deliver BMOC energy in their everyday lives and shared it on screen in hilarious fashion for Super Bowl LIX.”
Doritos
Doritos is once again asking fans to submit their ideas for a Super Bowl ad in the return of its “Crash the Super Bowl” contest, which will award one idea a spot on the big game and its creator $1 million. The brand revealed that Abduction will run.
The brand had previously run the contest for ten years, between 2006 and 2016, and received more than 30,000 submissions over that time. The resultant spots were among the top five in USA Today’s Ad Meter every year and had topped the list four times.
Reese’s
Reese’s is returning to the Super Bowl after a successful 2024 spot during the big game. This year’s :30, created by Erich & Kallman, will focus on the product’s rich and decadent flavors.
“The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese’s Caramel Big Cups. For 2025, we knew we had to go bigger and bolder,” said Ryan Riess, vice president of brand strategy and creative development, The Hershey Company, in a statement shared with Brand Innovators. “If last year’s spot taught us anything, it’s that people want more Reese’s in their lives. So, here we are – back for round two!”
Booking.com
Booking.com is returning to the Super Bowl with an ad in the fourth quarter this year, the company confirmed with Brand Innovators.
“With this campaign, we’re putting the spotlight on the incredible choice, ease and value that Booking.com offers, making it easier for travelers to find exactly what they’re booking for,” said Arjan Dijk, senior vice president and chief marketing officer at Booking.com. “This year’s creative celebrates the relatable humor and playful moments of travel planning, showing how Booking.com can meet the needs of every traveler. By blending nostalgia, modern storytelling, and a bit of playful imagination, we’re thrilled to share this with viewers during one of the year’s biggest cultural moments in the U.S., inspiring Americans to plan their next trip with confidence and excitement, whatever their travel need may be.”
Instacart
Instacart will advertise during the Super Bowl for the first time, as the brand focuses marketing around sporting events. A teaser includes HEINZ Wiener Dogs, the Old Spice Guy (Isaiah Mustafa), and The Pillsbury Doughboy. The teaser will run during the AFC/NFC championship games on Sunday, January 26. The full ad will drop during the big game.
The ad was created by TBWA\Chiat\Day LA in partnership with Instacart’s in-house Creative Studio under the leadership of Instacart CMO Laura Jones.
Stella Artois
David Beckham and his parents star in a teaser from Anheuser-Busch’s Stella Artois.
Michelob ULTRA
Anheuser-Busch’s Michelob ULTRA brand returns to the big game with a playful pickleball spot featuring Willem Dafoe and Kathryn O’Hara.
Tubi
Tubi will be at the big game promoting its free TV and movie streaming service.
Squarespace
Squarespace is returning to the Super Bowl to make its 11th appearance. The ad stars Saltburn actor Barry Keoghan and a donkey.
Unilever’s Hellmann’s
Hellmann’s is returning to the Super Bowl in 2025 with a :30 second spot focused on how the brand’s mayo can help boost the flavor of watch party dishes.
The brand dropped a teaser in which a waitress Katz’s Deli reads out an complicated sandwich order. Then the company revealed the full add featuring Meg Ryan and Billy Crystal in a spot that plays tribute to their iconic roles in When Harry Met Sally.
Hellmann’s has worked with its agency partners VML, Mindshare and Edelman on this effort.
“This year, we’re tapping into nostalgia and the timeless appeal of Hellmann’s, which has been a part of so many flavorful moments since 1913,” said Jessica Grigoriou, SVP marketing, condiments at Unilever North America, in a statement. “Much like the Big Game and classic rom-coms, Hellmann’s brings people together to enjoy life’s simple pleasures like a deliciously creamy sandwich. Whether you’re in an iconic deli or your own kitchen, Hellmann’s brings out the best.”
Novartis
Novartis has bought a Super Bowl ad for the first-time ever with a new message to push women to get screened for breast cancer. The “Your Attention, Please” spot features comedian and breast cancer survivor Wanda Sykes alongside musician/actress and breast cancer advocate Hailee Steinfeld.
Liquid Death
Liquid Death has been known for hacking the Super Bowl in the past with campaigns that disrupt the big game. This year the brand has bought its first TV ad.
NFL
The NFL is working with agency 72andSunny and partners Big Brothers, Big Sisters of America, Special Olympics, and the InSideOut Initiative to highlight its platform for good during their game day ad. Watch the ad here.
P&G
P&G has tapped the The Baha Men to re-record a remixed version of their hit song “Who Let the Dogs Out” for its Super Bowl ad for Spruce, a new weed & grass killer.
Angel Soft
Angel Soft Toilet Paper is making its Super Bowl debut with a spot just before the half time show, encouraging viewers to take a break and hit the bathroom before the entertainment begins.
Hims & Hers
Health and wellness platform Hims & Hers is running its first-ever Super Bowl ad aiming to raise awareness around America’s public health crisis around obesity. The spot shows how Hims & Hers is helping address the weight loss drug shortage. The :60 spot will air during the third quarter.
“At Hims & Hers, we are focused on bettering the health of Americans by making essential, life-changing care accessible,” said Dan Kenger, chief design officer at Hims & Hers, in a statement shared with Brand Innovators. “Our debut Big Game ad illustrates the stark contrast between the broken healthcare system of today and the future of healthcare that Hims & Hers is advocating for by providing access to life-changing solutions for the millions of individuals who are looking for a better, more personalized, more affordable way to take care of their health.”
Rocket
Rocket will return to the game for a Super Bowl spot with an ad that Chief Marketing Officer Jonathan Mildenhall told us that the campaign will rival Nike’s ‘Just Do It’ in terms of creativity.
The company recently unveiled a new brand refresh which will come to life in the spot, as the brand looks to reposition itself as the “Apple of home ownership.”
Mildenhall told Brand Innovators that this year’s game will be the first time that America comes together after the administration change. “Rocket is holding ourselves accountable to two values that you will see in all of our work,” he said. “We are building the most optimistic brand in America. We place 30 year bets on people who place 30 year bets on themselves and you cannot do that with a pessimistic mindset. You’re going to see the Rocket brand overflow with optimism. The Super Bowl is our attempt to make Rocket the most inclusive brand in North America.”
Nestle’s Coffee mate
Coffee mate has purchased a Super Bowl add for the first time ever to promote its new Coffee mate Cold Foam product. Country icon Shania Twain will star in the spot.
“With 1 in 5 coffee drinkers craving whipped topping on their beverages, and cold coffee on the rise, we couldn’t think of a better way to introduce our most experimental product yet,” said Daniel Jhung, president of Nestlé USA’s Beverage Division, in a statement shared with Brand Innovators. “We’re calling on all beverage lovers to go get their hands on our iconic coffee creamer flavors, now available in delicious cold foam.”
Budweiser
Anheuser-Busch brand Budweiser has dropped its game day spot starring the brand’s iconic Clydesdales, including a pony. The spot, created by FCB New York, highlights the hard work it takes to deliver Budweiser to people across America with the iconic tagline “This Bud’s For You.”
Coors Light
Coors Light released Mondays Light, limited-time packaging in time for “the Mondayest Monday” the day after the Super Bowl. The Molson Coors brand has also dropped a teaser featuring actor and comedian Timothy Simons.
“For our Big Game campaign, we want to make an impact that is more than just ads and create moments that resonate long after the event,” Marcelo Pascoa, VP of marketing at Coors Light told Brand Innovators. “Beyond our spot, we want to give football fans an integrated experience with humor that sparks conversations beyond game day.”
NerdWallet
NerdWallet is making its Super Bowl debut this year with a :30 spot, from agency of record Deutsch, during the third quarter of the game.
“Totino’s Pizza Rolls has been an iconic brand for decades, bringing people together with a delicious and affordable snack, and our Big Game announcement underscores General Mills’ continued investment in building bold brands during key consumer moments,” said Doug Martin, chief marketing officer at General Mills, in a statement. “We know Totino’s is well-positioned to win at game time, and the Big Game is the ideal moment for Totino’s Pizza Rolls to connect with fans and elevate their snacking experience with an incredible value and delicious taste.”
Weather Tech
Weather Tech is reportedly returning to the Super Bowl for the fourth consecutive year.
Anheuser-Busch
Anheuser-Busch is running five ads during the big game. Michelob ULTRA, Busch Light, Budweiser, Bud Light and Stella Artois will each have a spot during the broadcast.
“At Anheuser-Busch we recognize the unique position that our decades of experience with Super Bowl has granted us,” said Kyle Norrington, chief commercial officer, Anheuser-Busch, in a blog post. “For our brands to be an essential part of the broadcast, the in-game experience in bars and at-home watch parties across the country is a privilege we do not take lightly. A cultural moment like Super Bowl is when we truly show the world that no one can meet the moment like we can.”
State Farm
State Farm has backed out of its Super Bowl plans in response to the fires burning in Los Angeles.
Last year, the insurance brand ran an ad starring Arnold Schwarzenegger as Agent State Farm, a special agent who went through great lengths to be a great neighbor.
“State Farm, State Farm agents, and our employees are all focused on helping customers impacted by the Southern California wildfires in the midst of this tragedy,” said a company representative in a statement. “State Farm serves more 8 million customers in California – more than any other insurer – and we’ve been doing this for nearly 100 years. Our claims force is the largest in the industry and we are bringing the full scale and force of our catastrophe response teams to help customers recover – whether they are on the ground in LA or across the country.”
Duracell
Battery brand Duracell recently launched its first ever character, the Duracell Scientist. He has been making the rounds through various campaigns, social efforts and an appearance at F1. The new spokesperson is now headed to the Super Bowl with creative made in conjunction with VaynerMedia.
FanDuel
Peyton and Eli Manning will star in the FanDuel’s The Kick of Destiny 3 big game ad. The two brothers will face off in a live kicking competition at 3pm ET on the FOX Super Bowl Pregame Show. Each Manning will attempt a 25-yard field goal to win the Kick of Destiny 3.
If a tiebreaker is needed after three rounds, the kicker who kicked it closest to the center target on the net in the last round will be declared the winner. FanDuel is offering customers the opportunity to make a free pick on which Manning will win through the FanDuel Sportsbook app.
“With the Kick of Destiny, we set out to make FanDuel a part of Super Bowl Sunday,” said Andrew Sneyd, EVP of marketing at FanDuel, said in a statement. “For year three, we’re raising the stakes by introducing a rivalry and a head-to-head Kick of Destiny competition. Peyton & Eli Manning will make history by competing against each other live for the first time in Super Bowl history. May the best Manning win!”
MSC Cruises
MSC Cruises will run a 60-second commercial that highlights the line’s newest ship, which is slated to debut in April from Miami. The ad will star two yet-to-be-revealed celebrities traveling on the cruise line’s MSC World America.
The commercial will kick off a nationwide marketing campaign.
Jeep
Jeep is reportedly returning to the big game after sitting out last year.
Bosch
German engineering and technology firm Bosch has plans to run a Super Bowl ad for the first time in its 139 year history. The brand revealed the plans during a press conference at CES. The company would not share details about the ads but they did a presentation on how their tech is integrating with everything from smart bikes and race cars to refrigerators and ovens. The tag line Coded #LikeABosch runs across these categories.
“We do it because we really do believe that the American market is one of the most important ones for us when we look at strategy and growth,” Boris Dolkhani, CMO of Bosch, told Brand Innovators at the press conference. He also said that the ad would kick off a four year US campaign.
“When you want to be a part of American culture, there is definitely one that you shouldn’t miss,” he added.
