Football stadium
Every February, Americans stock up on chips and dive in front of the TV to watch the biggest event in advertising – the Super Bowl.
With over 100 million viewers glued to their screens, brands pull out all the stops, spending over $7 million for a 30-second slot. But as viewers know, not every ad hits the mark.
What separates the campaigns that make the best lists from the ones that fade into obscurity?
First and foremost, viewers want to be entertained. According to a recent survey by Prosper Insights & Analytics, 71% of viewers consider Super Bowl commercials a form of entertainment.
Prosper – Super Bowl Ads
But entertainment value alone isn’t enough to stand out. Anselmo Ramos, founder and chief creative officer at GUT, a global independent creative agency, notes that ambition and originality really make a campaign memorable.
“It’s the only time of year people want to see ads,” says Ramos. “When everyone is doing the same thing, you will only stand out by trying something completely new.”
Standing out in a sea of big-budget ads isn’t easy. Ramos cautions against playing it safe, noting that sticking to familiar formulas — whether it’s celebrities, explosions or talking animals — can make even the most beautiful campaigns blend into the background. “When it comes to the Super Bowl, it’s better to err on the side of bravery,” he says.
In a space where audiences reward bold moves, the ads that really shine are often the ones that take risks and dare to be different.
But the ads that resonate in 2025 look different than they did five or 10 years ago.
“Representation, counter-stereotypes and self-agency are the creative elements that resonate most with consumers,” says Christine Guilfoyle, president of SeeHer, an organization that tracks gender bias in advertising. “These portrayals not only captivate – they build connection and trust, which are vital to long-term brand impact.”
Data from SeeHer’s Gender Equality Measure (GEM®) reveals that eight of the top 10 Super Bowl ads with high GEM scores featured diverse representation. Half of these ads also featured women in counter-stereotypical roles, including one that featured a woman behind the camera as part of the narrative itself.
Ads with positive GEM results increase purchase intent by more than 40% across all consumers, according to SeeHer.
The data reinforces what many consumers already know: Super Bowl ads are cultural touchstones that reflect evolving societal trends and values.
While football typically attracts a predominantly male, sports-focused audience, the Super Bowl is a national event that attracts viewers of all backgrounds. For example, last year’s Super Bowl caught the attention of Taylor Swift fans because of her relationship with Kansas City Chiefs tight end Travis Kelce.
However, year after year, some advertisers fall back on tired stereotypes and tropes that don’t feel relevant to different audiences.
To break out of this pattern, advertisers must conduct more extensive pre-launch testing to ensure that creative concepts will connect with audiences and ultimately strengthen brand recognition.
“The Super Bowl is unlike any other advertising environment,” says Peter Howard, head of Creative Excellence at Ipsos, a global market research firm. “The hype, the stakes, the sheer scale — it’s all been amplified.”
This means that brands must approach market testing in a way that reflects the unique characteristics of the Super Bowl. Unlike other campaigns, Super Bowl ads need a tailored testing approach to assess not only their overall effectiveness, but their ability to cut through the noise of the event and generate buzz. Metrics like social power and engagement are essential to a successful Super Bowl campaign.
“Brands need to ask the right questions in testing: Will this ad stand out on game day? Will he be emotionally attached? It’s not about generic measures, it’s about understanding how to win in this specific context,” explains Howard.
And let’s not forget that Super Bowl campaigns aren’t only — or even primarily — consumed on 55-inch screens. Brands need to think about how their campaign creative will translate to other mediums.
The influence of social media platforms has forced Super Bowl advertisers to treat their game-day campaigns as multi-channel efforts that begin well before the game and extend well beyond.
Some brands build anticipation weeks in advance with teasers and social media campaigns. Others lean toward real-time engagement during gameplay, creating interactive moments that keep viewers talking. Post-game follow-ups help extend a campaign’s lifespan, turning a single ad into a lasting narrative.
Platforms like TikTok highlight how critical this approach has become. Almost two-thirds of users report that they are more likely to notice TikTok ads related to TV campaigns during “people” moments like the Super Bowl, according to research conducted by Magna Intelligence.
“When people see the same creators or celebrities from TV commercials on TikTok, it strengthens their engagement with the brand,” says Howard.
Consistent messaging across channels drives stronger brand affinity. “54% of TikTok users enjoy ads more when they’ve seen similar ads on TV, and 58% feel more positively about a brand after seeing cohesive and consistent campaigns,” adds Howard.
In the crowded field of Super Bowl advertising, creativity, originality, and clear, cohesive messaging drive success. Just because a brand invests in a high-budget production doesn’t mean they’re guaranteed to leave a lasting impact.
In other words, ads that resonate are what keep the conversation alive, proving that creativity isn’t just the key to campaign success—it’s the only path to victory.
