The Super Bowl Ad Playbook

For over a decade, I’ve upheld a quirky Super Bowl tradition: bar-hopping across Manhattan, beer in hand, observing “humans in the wild” as they react to the game’s biggest spectacle—its commercials. I wander between the plays arriving in time for the ads. I’ve seen the magic of a perfectly timed joke land with a room full of strangers, and I’ve seen the audible groan when a brand fumbles the opportunity of a lifetime. And let’s be clear: The Super Bowl is advertising’s biggest stage, a singular moment where brands can become legends or cautionary tales.

The stakes? Higher than ever. In 2025, a 30-second ad cost over $8 million (QZ), an 88% increase from just a decade ago. Meanwhile, viewership is soaring, with Super Bowl LVIII drawing a record-breaking 123.4 million viewers. Brands are paying more for this moment, and yet, I can’t help but wonder—does it still pay off?

The Art of Ad Placement: Timing is Everything

Today, the Super Bowl buy goes beyond just the ad buy; it’s about inserting yourself into the cultural conversation. But the placement of that ad still matters. Historically, purchasing a Super Bowl slot meant securing a broad audience without control over the exact timing. However, my observations suggest that timing can significantly influence an ad's effectiveness.

Ads aired before halftime tend to capture a more attentive audience. As the game progresses, especially if the score becomes lopsided, viewers' attention wanes, and alcohol consumption rises, equally as fast as the diminished engagement. Therefore, securing early slots might offer a better return on investment, ensuring the message lands before distractions set in.

Why Brands Keep Betting on the Super Bowl

Super Bowl ads have the power to do what no other campaign can: become a cultural phenomenon overnight. Budweiser has mastered this, spending $470.5 million on Super Bowl advertising since its inception. From their Clydesdales to “Whassup?,” they’ve consistently captured America’s attention.

Other frequent players include Pepsi, Doritos, and even newer entrants like Nerds, which debuted an ad in 2024 and saw massive success in brand recall (Fortune). But with the investment climbing, the question remains: What makes a Super Bowl ad worth the spend?

The real winners aren’t just the ones with the biggest budgets; they’re the ones that extend their Super Bowl presence beyond 30 seconds of airtime. Today, it’s all about maximizing earned media, owning pre-game hype, and creating post-game relevance. Whether it’s teasers released weeks in advance, influencer integrations, or interactive digital extensions—the smartest advertisers think in ecosystems, not just spots. Super Bowl campaigns today aren’t just commercials; they’re full-scale content strategies designed to dominate conversations before, during, and long after the game ends.

The Recipe for a Great Super Bowl Ad

The best Super Bowl ads don’t just entertain; they create emotional moments that resonate long after the final whistle. Here’s what makes them work…

1. Make Us Laugh or Cry (Preferably Both)

Humor wins big because it’s relatable, shareable, and timeless. The ads we remember—Snickers’ “You’re Not You When You’re Hungry” (2010) (Watch) and Doritos’ “Ultrasound” (2016) (Watch)—get fun and unexpected. But ads that tap into heartstrings also endure, like Google’s “Loretta” (2020) (Watch).

2. A Simple, Brilliant Concept

Overcomplicated ads fail. The best ones are built on a single, universal idea—Volkswagen’s “The Force” (2011) (Watch), featuring a tiny Darth Vader, nailed nostalgia, humor, and branding in one.

3. Use Celebrities Wisely (Not Just for Clout)

It’s tempting to throw in a famous face, but the best ads make stars serve the story. Jeep’s Bill Murray “Groundhog Day” (2020) (Watch) wasn’t just celebrity overload—it was perfect brand alignment. Lazy celebrity ads? They flop.

4. Brand Integration That Actually Works

Tide’s “It’s a Tide Ad” (2018) (Watch) is the gold standard of weaving brand messaging seamlessly into a Super Bowl moment. Instead of being a one-off gimmick, it hijacked the entire game’s advertising real estate and became unforgettable.

Super Bowl 2025: The Ads That Delivered (and the Ones That Missed)

This year, humor and nostalgia dominated—a smart move in uncertain times. Some standouts include:

✅ Bud Light – Post Malone & Shane Gillis – Post Malone and comedian Shane Gillis save a struggling cul-de-sac party, turning it from awkward to epic with ice-cold Bud Light beers. Peyton Manning, rocking jorts and a fanny pack, makes an unexpected and hilarious cameo.(Watch) – Witty, self-aware, and rooted in authentic brand love.

✅ Taco Bell – Doja Cat & Everyday Customers – Instead of relying solely on celebrities, Taco Bell’s campaign highlights real customers in drive-thru photo booths. But Doja Cat can’t help herself—she hilariously tries to photobomb their moments, adding an extra dose of fun.(Watch).

✅ Instacart – A Battle of Brand Mascots – The grocery delivery app makes product mascots the stars: the Pillsbury Doughboy rides a dachshund wrapped in a hot dog bun, while Mr. Clean races the Green Giant. The result? A fun, fast-paced game of brand nostalgia.(Watch) – Quirky, unexpected, and anchored in fun.

✅ Coors Light – Sloths Take It Slow – Coors Light taps into an unexpected mascot for their campaign: sloths. Their new “Mondays Light” beer is pitched as the perfect antidote for those who are dragging their feet after a long weekend. A case of Mondays never looked so slow—er, smooth. The campaign subtly plays into the upcoming Zootopia sequel, making it an unintentional yet brilliant cross-promotional moment. (Watch)

Of course, not all brands hit the mark. Some ads left audiences scratching their heads or outright cringing:

❌ Hims & Hers – Weight Loss Ad – The Super Bowl is known for beer, wings, and indulgence, which made Hims & Hers' somber message about obesity and weight-loss drugs feel jarring. While the ad aimed to spark a conversation about health, the timing clashed with the celebratory mood of the game, making it one of the evening’s most uncomfortable moments. It will be talked about however and maybe that was their plan - be ironic. (Watch)

❌ Robinhood stuck with the same utopian ad they had meticulously planned for months. Yet, when faced with a high-profile controversy just days before the Super Bowl, many companies in their position might have reconsidered—either pulling the ad entirely (smart decision) or quickly pivoting with a new approach to acknowledge and temper the public's reaction (harder decision). Instead, they proceeded with their celebratory investment anthem—completely disconnected from the outrage brewing around them (bad decision). (Watch)

❌ Dodge Ram – MLK Speech (2018) (Watch) – Using a Martin Luther King Jr. speech to sell trucks? Yikes. The controversy overshadowed the message.

Final Take: Is a Super Bowl Ad Worth It?

Yes, but only if you do it right. The brands that commit to creativity, emotional impact, and brand relevance see massive returns. Others risk spending millions only to be forgotten—or worse, ridiculed.

Super Bowl ads aren’t just about immediate sales; they’re about brand elevation, conversation, and cultural imprinting. And for those that get it right, the investment lasts far beyond game day.

So, here’s to the creatives who pull off the impossible—delivering brilliance in 30 seconds flat, or 60 or 90! Game on!