I know this might go against general sentiment, but I’m officially over the mindless insertion of celebrities in Super Bowl commercials. Over the past several years, it feels like these “insert famous person here” spots have become mandatory, whether they make sense or not. I struggle to understand either the effectiveness or the casting choices behind some of these ads—why this celebrity? Why this brand?
At their best, celebrity-driven ads use the star’s distinct personality, quirks, or comedic sensibilities to enhance the brand message. Aubrey Plaza in the Ritz commercial? Perfect. Christopher Walken in the BMW “Talkin’ Like Walken” spot? Inspired. And, of course, the classic Snickers ad with Betty White—a prime example of how to do it right.
At their worst, these spots reduce celebrities to glorified mouthpieces, inserted into ads simply because some marketing report says, this demographic likes this person. But if they don’t bring anything unique or entertaining, what’s the point? This year, we saw a lot of middle-of-the-road commercials—not bad, but not great. And at the end of the day, a truly great Super Bowl ad needs to do three things: entertain, tell a compelling story, and create a strong, relevant link between the product and brand message.
Here are my Top Five Best and Worst Super Bowl 2025 Ads:
1. Instacart, “We’re Here” TBWA\Chiat\Day LA
I love that Instacart didn’t rely on celebrities but instead tapped into something even more iconic—brand mascots. These characters are instantly recognizable, and seeing them all interact felt both playful and on-brand. The execution was sharp, and the concept aligned perfectly with what Instacart offers.
2. Lays, “The Little Farmer” Highdive
Probably the cutest Super Bowl ad of the year. The story of a young girl growing her own potato was not only charming and heartfelt but also incredibly relatable for parents. It had the same emotional sweetness as VW’s legendary “The Force” commercial. And the end tie-in—Lay’s supporting family farms—was a beautiful, authentic way to close the story.
3. Ritz, “RITZ Salty Club” The Martin Agency
Unlike most of this year’s celebrity-laden ads, Ritz nailed the casting—Aubrey Plaza was the only choice. Her signature deadpan delivery and the clever wordplay around the word “salty” (both metaphorically and about the product) made this spot fun and memorable. I can watch Aubrey’s saltiness all day long.
Also, I need outtakes of all the jokes that were too salty for TV. Ritz, make it happen.
4. Coors Light, “Slow Monday” Mischief @No Fixed Address
For those of us in the industry, the “misspelling” of refreshment got everyone talking. But it did its job—establishing the “case of the Mondays” as a new campaign platform. The sloths were a fun, well-produced addition, giving me some serious Snickers “You’re not you when you’re hungry” vibes—which is never a bad thing.
5. Rocket, “Take Me Home” In-House
This was a close call between Rocket and the Google Pixel Dad spot, but Rocket won out for me because it hit a wider audience and was more brand-focused rather than just calling out a single product feature.
While I question the claim that it was the first Super Bowl ad ever synced to a live stadium sing-along, there’s no denying “Take Me Home, Country Roads” was the perfect song choice. I also appreciate brands that try to incorporate real interactivity and participation. As someone in LA who has seen the devastation of wildfires firsthand, this ad hit home—literally.
HONORABLE MENTION: Budweiser, “First Delivery” FCB New York
I had no idea baby Clydesdales were that adorable, but consider me sold. Budweiser knows what works, and while there were no puppies this year, the determined, endearing foal fit perfectly with the brand.
And now for the not-so-good…
1. Tubi, “Cowboy Head” Mischief @No Fixed Address
I have no idea what Tubi was going for here, but I do know that 100 million people collectively went “Ew.” The fleshy cowboy hat was… a choice. If the goal was “unforgettable”, then mission accomplished—but in the same way a Charlie horse to the thigh is unforgettable.
2. Disney+, “What If?” In House
I wasn’t a fan of the self-congratulatory tone of this spot. Telling us we should be indebted to Disney+ for bringing us Star Wars and other franchises that existed long before the streaming service felt forced and hollow. If they had leaned into nostalgia and iconic moments, it might have worked, but instead, we got PowerPoint-level character wipes. Even Thanos did it better.
3. Hellmann’s – “When Sally Met Hellmann’s” VML New York
Taking beloved cult classics and shoehorning them into ads can work—but not like this. A nearly frame-for-frame remake of Ferris Bueller’s Day Off with a mayonnaise tie-in? Missed opportunity. If you’re going to borrow from a classic, bring something fresh to the table.
4. Bud Light, “Big Men on Cul-de-Sac” Anomaly New York
I love Shane Gillis, but this ad fell flat. The premise—Shane Gillis and Post Malone showing up to make your BBQ great with Bud Light—felt too forced, and the dialogue too scripted. Let Shane write some of his own lines, and this could’ve been hilarious.
5. Häagen-Dazs – “Not So Fast & Furious” nice&frank
Why? Seriously, why? I get that they were doing a Fast & Furious play on words, but… why? If this was a promo tied to an upcoming film, sure, but as a standalone ice cream ad, the connection felt weak and disjointed. Also, the tagline wasn’t even included, which could have helped tie the concept back to the brand.
Honorable Mention: Coffee Mate, “Cold Foam” Wieden + Kennedy New York
Much like Tubi’s ad, this one left me thinking “Why would I want to eat this?” If you’re a food or beverage brand, I get that you want to be zany and wacky, but there’s a fine line between memorable and off-putting. If brands are going the crazy route, they should aim for something more like German Doner Kebab’s “Open Your Mouth, Open Your Mind”—not whatever this was.
The Super Bowl 2025 ad lineup was a mix of hits, misses, and outright head-scratchers. At the end of the day, the best ads entertained, told a great story, and made sense for the brand. Here’s hoping next year’s batch leans more creative and clever—and less celebrity-for-celebrity’s-sake.
Brian Jung is an Executive Creative Director working in global network ad agencies, a writer director, former pro gamer, Twitch/YouTube content creator, and a published food critic. You can find him furiously writing into the void on LinkedIn or on Instagram @buh_rah_een. If you want more of his ad critiques check out his new YouTube channel @CreativeDirectorReacts
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