The Super Bowl spectacle took over this weekend, delivering a feast of American football, entertainment and as ever advertising gold

The Philadelphia Eagles may have taken home the coveted Lomabardi trophy, but on the marketing field, brands battled for the most unforgettable 30 seconds of airtime.

From nostalgic throwbacks to cultural mic-drop moments, this year brands pulled out all the stops!

With $7 million per spot and 100+ million viewers watching, the stakes are sky-high.

And the best ads didn’t just entertain; they owned the moment.

So in no particular order, here’s a top 5 round-up of the very best from 2025.

1. STōK Cold Brew Coffee | Hollywood Magic

Wrexham AFC has conquered a lot, but they faced off against their biggest challenge yet: impressing Channing Tatum with their dance moves. With a little caffeine and a lot of questionable choreography, Hollywood Magic turns an underdog football club into an all-out performance piece.

2. Michelob Ultra | The Ultra Hustle

Catherine O’Hara and Willem Dafoe team up for a playful showdown, outpacing legends like Randy Moss and Sabrina Ionescu in a race for Michelob Ultra. The ad makes a comical case for enjoying beer while staying active, showing that a fun-loving, balanced lifestyle is all about the right mix.

3. On | Elmo & Rodger’s letters of the day

O-N or On? The debate ends here. With Roger Federer by his side, Elmo delivers a playful lesson in branding 101, turning a common confusion into a moment of pure Super Bowl charm. Simple, smart, and self-aware, just like the best brand work should be.

4. Uber Eats | A Century of Cravings

Big game moments call for big game meals. Matthew McConaughey and a host of familiar faces show how Uber Eats delivers on that promise, weaving football history and food culture into a nostalgic and celebratory ad.

5. Nike | So Win

After a 26-year hiatus, Nike made a triumphant return with “So Win,” a stunning black-and-white film celebrating women’s sport. Directed by Kim Gehrig and featuring the iconic sounds of Led Zeppelin, the ad embodies Nike’s rebellious spirit and champions female athletes who dare to rewrite the rules of the game.

As legendary advertiser Leo Burnett once said, “Good advertising does not just circulate information. It penetrates the public mind with desires and belief.”

And that’s exactly what these ads do, they don’t just entertain, they stick. They tap into something bigger.

Emotions, humor, culture, each one used as a strategic lever to make the message land harder and last longer.

– Nike harnessing raw emotion to fuel a powerful statement.

– On turning a branding quirk into a moment of playful connection.

– STōK leaning into celebrity culture to keep energy levels high.

The best ads don’t play it safe within their category, they break out of it. They play to stick.

Want to make campaigns that live beyond just air time?

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