It’s that time of year again; the game of games is set, and all eyes are on the United States as the Kansas City Chiefs take on the Philadelphia Eagles in Super Bowl LIX.
But, here in Adland, the action on the field is really the least of our concerns. With spots hitting a jaw-dropping new high, brands are forking out $12 million (AUD) for just 30 seconds of airtime; it’s the ads that really have us talking.
Despite the insane price tag, which is some $11 million more than last year, brands are still lining up for the privilege of spending an absurd amount of cash for a half-minute of screen time.
So, let’s take a deep dive into all the spots and trailers from this year’s Super Bowl!
Nerds
This years Nerds Big Game Spot introduces an adorable mascot to promote the brand’s Nerds Gummy Clusters. Strolling down the street alongside singer Shaboozey, the colourful guy is just too cute to eat.
Disney+
Disney has used its Super Bowl commercial to ask the age-old question… what if Bart Simpson didn’t see more butts. Yes you read that right.
Voiced by Josh Gad, the playful spot reminds viewers of all the great stories you can enjoy on its streaming service by asking a bunch of “What If” questions about their biggest shows, from all branches of the entertainment world.
Ritz
In its debut commercial, Ritz transports viewers to the iconic Salt Flats in Utah, where they’re introduced to the Ritz Salty Club. Michael Shannon and Aubrey Plaza go head-to-head in a playful rivalry to determine who’s the saltier celebrity, complain about how delicious the crackers are, and scold Bad Bunny for cracking a smile and disrupting the vibe in this ultimate salty sanctuary.
RAM
For Ram Trucks’ 2025 Super Bowl commercial, movie star Glen Powell is breathing new life into classic fairy tales. Powell’s blonde-haired hero is no ordinary folk figure; he’s embarking on a rugged, macho adventure with his truck, battling a dragon and reimagining the tale of Goldilocks and the Three Bears in a bold new way.
DoorDash
DoorDash has delivered a hilariously good Super Bowl ad promoting the savings that come along its DashPass subscription.
Starring American comedian Nate Baragatze, the ad makes light of saving money with a main character who can’t stop spending, despite his financial advisor pleading with him to stop spending money as he plays polo on horseback in front of a lavish home.
NFL
The NFL’s Super Bowl LIX brand campaign, NFL Flag 50, which is set to debut directly after the Apple Music Halftime Show, is putting the spotlight on the explosive rise of girls’ flag football – and Australia’s very own Kodie Fuller is at the centre of the action.
Fuller, a standout player on the Australia Women’s National Team and an IFAF x NFL Global Flag Ambassador, is featured in the spot alongside NFL stars Justin Jefferson, Myles Garrett, and legends like Marshawn Lynch.
Paying homage to classic Americana movies, the tongue-in-cheek campaign opens at a high school in the 1980s, ripe with big perms, varsity jackets, football jocks, band geeks and class clowns.
On
In On’s debut big game spot, Roger Federer and Elmo clear up the common misconception around On’s logo—often amusingly misread as “QC.”
On continues to make an impact both on and off the court, with top athletes such as Iga Swiatek, Ben Shelton, Flavio Cobolli, Joao Fonseca, Julia Stusek, Reda Bennani, Yeri Hong, and Henry Bernet sporting the brand. In fashion, On’s multi-year partnership with Zendaya has made waves, with the actress headlining several major campaigns in 2024.
Pringles
Pringles’ Super Bowl 59 ad shifts focus from its iconic can to its equally recognisable moustached logo, “Mr. P.”
The 30-second spot, airing in the second quarter on February 9, features Adam Brody, Nick Offerman, James Harden, and Kansas City Chiefs head coach Andy Reid, all known for their distinctive facial hair—until they aren’t.
Following last year’s campaign with Chris Pratt, this marks Pringles’ eighth consecutive Super Bowl appearance and continues its tradition of playful, brand-focused storytelling.
Dunkin’ Donuts
Dunkin’ Donuts is bringing back Ben and Casey Affleck for its Super Bowl 59 ad, continuing the DunKings saga with a new meal and matching Juicy Couture-style tracksuits.
A year after interrupting Jennifer Lopez’s studio session, the Affleck brothers return in an updated tracksuit, teasing the next DunKings and DunQueens moment during the first commercial break of the Big Game on February 9.
Little Caesars
Little Caesars, the official pizza sponsor of the NFL, is bringing comedian and star of Schitt’s Creek Eugene Levy to the Super Bowl 59 ad lineup to promote its new Bacon & Cheese Crazy Puffs.
In the 30-second commercial, Levy experiences a jaw-dropping reaction to the irresistible flavor, causing his iconic eyebrows to comically disappear. Adding to the fun, Levy’s daughter, Sarah Levy, also known for her role in the Emmy-winning series, makes a cameo, infusing the ad with a playful family dynamic.
Häagen-Dazs
Häagen-Dazs makes its Super Bowl debut with a Fast & Furious-inspired ad titled “Not So Fast, Not So Furious”. The 30-second spot features Vin Diesel, Michelle Rodriguez, and Ludacris, initially setting up a high-octane chase—tight gear shifts, screeching tires, and a Chevy Camaro SS speeding onto an LA coastal highway.
But in a playful twist, Rodriguez slows things down, savouring a Häagen-Dazs Vanilla Milk Chocolate Almond Bar as Smokey Robinson’s smooth tunes take over. Ludacris joins in, cruising up in a Jeep Gladiator, embracing the joy of taking it slow.
Squarespace
Squarespace has unveiled its 11th Super Bowl campaign starring acclaimed actor Barry Keoghan. The 30-second spot, titled ‘A Tale As Old As Websites’, will air between the first and second quarters of Super Bowl LIX on February 9, 2025.
This campaign, directed by Steve Rogers, seamlessly blends the old with the new, bringing to life a world where Squarespace’s platform existed long before its time, empowering people to transform their skills into thriving businesses online.
Set in a bygone era in Ireland, the humorous tale showcases how Squarespace’s intuitive tools allow everyone – no matter the time or place – to turn their ideas into reality. As Barry spreads the Squarespace word across the countryside, he inspires established businesses like Daly’s Bar and aspiring entrepreneurs like the Shepherd to elevate their digital presence and expand their reach with a beautiful and intuitive website.
Coors
Embracing the post-game blues, Coors is turning the Monday after Super Bowl (or Tuesday if you are in Australia) into a moment to chill, recruiting the chillest creatures of all, the beloved sloth.
The campaign aligns with the brand’s “Case of the Mondays” platform, blending humour and reliability with the brand’s signature “chill” factor.
Reese’s
Things are getting hot over at the Hershey’s Company as its Reese’s brand launches its latest ad for the new Reese’s Chocolate Lava Big Cup – which has caused a frenzy among fans since its release.
The silly but hilarious campaign taps into that mania and shows crazed fans losing their mind over lava – the real kind. With the 30-second spot, fans are reminded of one crucial rule: “Don’t eat lava. Eat Reese’s Chocolate Lava Big Cup.”
Doritos
This year, Doritos called on fans with a challenge! Create a better Super Bowl ad than its own marketing team, recruiting “Super Bowl experts” the Kansas City Chiefs to launch the search.
With $1 million dollars on the line, the stakes were high! The winner? Director Dylan Bradshaw and content creator Nate Norvell’s “Abduction”. This spot has it all: alien invasions, rogue tractor beams, unsuspecting snackers and an alien snacking on a bag of Doritos.
The contest may have been a huge undertaking for the brand, but it is just the beginning. Parent companies PepsiCo and Frito-Lay will also use the event to launch Doritos Golden Sriracha flavour and will have a separate Lay’s Super Bowl ad campaign.
Stella Artois
In this epic teaser, Stella Artois prepares to reveal the truth universally known – or at least known to David Beckham – that the soccer superstar has a long-lost brother… other David!
Taco Bell
Taco Bell has made fans the stars of its Super Bowl ad in 2025. Fans who took a photo at one of the chain’s drive-thru cams might be in with a chance to appear in this year’s Super Bowl ad. The ad’s teaser does come with a disclaimer: there is a possibility you might have been photo-bombed by Doja Cat, who appears desperate to be in the spot.
Bud Light
Bud Light is bringing the ultimate backyard bash to Super Bowl LIX, and this one’s got it all—cold beers, legendary neighbours, bum bags (or fanny packs, if our American friends would say, and jorts.
Starring Post Malone, comedian Shane Gillis, and football icon Peyton Manning as the BMOCs—Big Men on Cul-De-Sac, the campaign is set to be the talk of every street. These guys aren’t just great neighbours; they’re the party-starting, Bud Light-slinging, grill-mastering legends that every block needs.
In the 60-second spot, Malone and Gillis are chilling in their lawn chairs when a neighbour appears over the fence. “Fellas, I accidentally threw a lame party,” he says, serving as the only hint the pair need to turn the party up a notch. Cue the BMOC energy.
With Bud Lights launched via leaf blowers as an invitation, the cul-de-sac crew assembles, the grill gets fired up, and Peyton struts in rocking jorts and a fanny pack, ready to bring the good vibes and cold brews.
The party doesn’t stop at the cul-de-sac—Post Malone is taking over The Big Easy for ‘Bud Light Backyard Presents Post Malone’ on Friday, February 7. He’ll be hitting the stage for a one-night-only performance, bringing fans all the country croons and classic hits they can handle.
HexClad
Direct-to-consumer cookware brand HexClad is calling itself the first of its kind to snag a Super Bowl slot, and one of only a handful of DTC brands ever to roll the dice on such a massive stage.
HexClad has already carved out a nice slice of the crowded cookware market, thanks to a slick social media game and a little help from its VIP kitchen MVP: Gordon Ramsay. The famously fiery chef (and Fox reality star) also headlines the brand’s Super Bowl ad.
In the spot, Ramsay is recruited to whip up a meal for a newly discovered alien species at Area 51—because, naturally, HexClad pans are made with “top-secret alien cooking technology.” The twist? The alien is actually Pete Davidson, playing… Pete Davidson.
“All famous people are aliens,” Davidson deadpans. And honestly, he might not be wrong.
Hellman’s Mayo
Hellmann’s Mayonnaise has pulled off a nostalgic touchdown with its latest Super Bowl commercial, “When Sally Met Hellmann’s,” celebrating the 35th anniversary of When Harry Met Sally by recreating that iconic deli scene, but with a deliciously creamy upgrade.
In the spot, Harry (Billy Crystal) and Sally (Meg Ryan) are back at Katz’s Delicatessen, sitting at the very same table where cinematic history was made.
Sally, now donning Harry’s signature cable knit sweater, is unimpressed with her turkey sandwich—until she adds a hefty squeeze of Hellmann’s mayo. The result? A game-changing bite so flavourful that the entire deli takes notice, including none other than Sydney Sweeney, who steps in to deliver the famous line: “I’ll have what she’s having.”
Directed by VML, the commercial stays true to the essence of the beloved film, with meticulous attention to details—including shooting at Katz’s Deli and placing Sydney Sweeney at the exact spot where the original line was delivered 35 years ago.
For Hellmann’s, this marks the fifth consecutive year of making game day delicious with humor-filled ads. This ad caps off a season-long campaign of game day activations, from the viral launch of Will Levis’ mayo-inspired No.8 fragrance to the Mayotivations campaign and the introduction of Manny Mayo, the brand’s lovable new mascot.
Budweiser
For decades, Clydesdale horses have fronted Budweiser’s Super Bowl spots, and in 2025, it will be no different.
In the 15-second clip, a team of Clydesdales is seen gearing up to leave the brewery for a Budweiser delivery. As the camera shifts focus, a smaller figure emerges—a baby horse, its ears flicking toward the screen—before the teaser concludes with the message: “Coming Super Bowl LIX.”
Set to the Bellamy Brothers’ 1976 classic “Let Your Love Flow,” the ad will be directed by Henry Alex Rubin, an Academy Award-nominated filmmaker and Emmy Award-winning commercial director (Girl, Interrupted). Budweiser will also revive its iconic “This Bud’s For You” tagline, with the storyline reflecting “the grit, resilience, and dedication that make up the American spirit,” according to a statement from the brand.
With five commercials promoting its portfolio, AB InBev will take up three minutes of national ad time and 45 seconds of regional slots during the game. Other featured brands will include Bud Light, Budweiser, Busch Light, and Michelob Ultra.
Liquid Death
The canned water brand, which prides itself on being the rebel of the hydration world, has officially graduated from regional spots and packaging pranks to the big leagues with the confirmation of the spot that will air during the first half of the game.
The in-house team at Liquid Death and its production arm, Death Machine, are handling the creative for the ad, though the concept is being kept under wraps – the commercial won’t even be pre-released online. Instead, we’ll have to wait until Super Bowl Sunday to see what chaos Liquid Death has in store.
If history is anything to go by, the brand isn’t one to play it safe. Its 2022 regional Super Bowl debut featured kids chugging cans of Liquid Death to Judas Priest’s “Breaking the Law,” gleefully confusing everyone who thought they were watching a beer ad.
MSC Cruises
MSC Cruises, the world’s third-largest cruise line, has announced that Drew Barrymore and Orlando Bloom will be starring in the brand’s first-ever Big Game commercial.
The 60-second ad will highlight MSC Cruises’ signature blend of European style and American comfort while showcasing its upcoming flagship, MSC World America.
Barrymore and Bloom are joining forces with MSC Cruises to launch the family-owned company’s first national advertising campaign as part of its ongoing North American expansion. Viewers will see the two acclaimed actors taking a holiday aboard MSC World America.
Mountain Dew
Want to have nightmares tonight? This is the spot for you.
Mountain Dew has unveiled both its teaser and main Super Bowl ads. The teaser features singer Becky G, the Mountain Dude, and some bystanders watching seals croak their way through scales. The Mountain Dude then asks if they should “bring in the big guy,” just as the iconic opening notes of “Kiss from a Rose” play, and a wave of Baja Blast rolls in.
In the main ad, when Becky opens a bottle of Baja Blast, she’s transported to a mysterious location to witness Seal (whose face has been placed onto the body of an actual seal) singing about the peculiarities of being such an unusual hybrid – it’s nightmare fuel, I’m telling you.
Booking.com
Set to air in the game’s fourth quarter, Booking.com is showing just how diverse its range of properties is in this year’s spot – with a little help from The Muppets along the way.
The 30-second spot displays its diversity of offerings with Kermit the Frog and Animal at a beachfront vacation rental and Miss Piggy in a lavish boutique hotel. There is even something for eternally grumpy Statler and Waldorf, who claim to “hate everything” with free cancellation available.
Uber Eats
In the grand tradition of Super Bowl commercials that make us laugh, scratch our heads, and inevitably crave something to snack on, Uber Eats is returning to the Big Game with its fifth consecutive ad—this time with a star-studded lineup and a food-centric conspiracy theory.
The 60-second spot, directed by Jim Jenkins of O Positive and created by Special Group U.S., leans into the hilarious “Football is for Food” campaign starring Matthew McConaughey. If you’ve been wondering why football is packed with terms like “turnovers,” “pancake blocks,” and “scrambles,” McConaughey has an answer: it’s all an elaborate ploy to sell you food.
Joining him in this culinary caper are the ever-gracious Martha Stewart and pop star Charli XCX, who bring their own flavour to the campaign.
The teasers, already making waves on TikTok and TV, are dripping with viral potential. In one clip, Martha and Charli hop on the TikTok “We listen, and we don’t judge” trend, hilariously admitting their misconceptions: Martha thought “Charli XCX” was a WiFi password, while Charli assumed Martha was catering the shoot.
Another video has the duo parodying the “This and Yap” trend, swapping drinks and desserts for caviar, champagne, chips, and a bedazzled green Uber Eats purse.
Meanwhile, McConaughey turns football into a food seminar, pointing out how even the Super Bowl’s Roman numerals, LIX, sound suspiciously like “licks.” And don’t get him started on the game’s location: the Caesars Salad Superdome. Really, you can’t argue with this logic.
TurboTax
It turns out that Gen Z is a little lost when it comes to taxes. A new study by TurboTax and Talker Research found that 17 per cent of young Americans think they can write off anything as a business expense, 13 per cent believe cash income is basically invisible to the tax man. Yikes. Clearly, tax season is still a mystery for many, and TurboTax is swooping in to save the day—just in time for the biggest advertising stage of the year: the Super Bowl.
Enter Issa Rae. In the teaser for TurboTax’s upcoming Super Bowl LIX spot, the Insecure creator and star fights through whipping winds while lugging a box bursting with receipts. She’s joined by a parade of equally miserable tax filers, all trudging toward what looks like an old-school tax office. Then, halfway through, Rae stops, looks straight at the camera, and asks, “It’s 2025… this is taxes?”
TurboTax’s new campaign, “Now This is Taxes,” ditches the stress with its AI-powered tool that lets filers hand everything over to an expert. With help from agency R/GA, the brand is making sure taxpayers know they don’t have to suffer anymore—filing can actually be fast and painless (like, done in two hours).
Coffee Mate
Launching its first-ever Super Bowl spot, Nestle’s Coffee Mate is proving that Shania Twain is still, in fact, the one. The creamer brand has tapped the iconic singer to voice this years spot produced by Wieden+Kennedy New York for Super Bowl 59.
Touting the slogan: “Let’s go, tongues”, the 30-second spot features a young man sitting next to a friend and adding the brand’s cold foam creamer to his drink, leading to a foam moustache.
Licking the foam off his lip, the man is transported to a sensory concert experience… complete with dancing tongues – yes, you read that right.
Novartis
Pharmaceutical company Novartis has recruited Hailee Steinfeld – who once said it was on her bucket list to appear in a Super Bowl ad – and Wanda Sykes to get US women to prioritise their breast health.
“Let’s give breasts the attention they deserve most,” Steinfeld says in the teaser trailer.
Bosch
Attempting to reintroduce itself into the US market, German company Bosch has launched its Super Bowl ad teaser, representing the first time that more than one of Bosch’s business sectors are featured at the same time — home appliances and power tools.
Enlisting actor Antonio Banderas, the “The More You Bosch, The More You Feel Like A Bosch” spot tells consumers that when they use Bosch products, they will feel confident, capable and in charge.
Instacart
Grocery technology Instacart will make its debut into the Big Game with a second quarter, 30-second spot featuring a lineup of well-known brand mascots. The 30-second spot features the likes of Cheetos’ Chester Cheetah, the Energizer Bunny, The Kool-Aid Man, Mr. Clean, and Isaiah Mustafa, aka The Old Spice Guy.
Meta
Meta is launching its Ray-Ban Meta Glasses on the big stage with a bit of help from Avengers Chris Hemsworth and Chris Pratt. The first of the two campaigns slated for Meta at this years big game has been posted online, featuring the duo alongside Kris Jenner in a hilarious spot that showcases the capabilities of the new product.
The Avengers duo wreaks havoc on Jenner’s personal art collection, using Meta AI to identify art pieces, translate foreign languages and call for help when Hemsworth eats a $6.2 million banana artwork.
Rounding out the Super Bowl partnership, the brand has also announced limited edition Super Bowl versions of its smart glasses in Eagles and Chiefs colours. Sadly, the range will not be available to the general public.
Watch this space as we continue to update with all the latest ads and teaser trailers!
Updated 10/02/2025
