Since its inception in 1967, the Super Bowl has become a cultural sensation, representing the pinnacle of American sorts, entertainment and consumerism. For decades, the game has been the ultimate battleground for advertisers looking to capture America’s attention, with over 113 million viewers tuning in for the 2025 edition. With brands funnelling millions of dollars into securing coveted 30-second slots, the strategic pivots in advertising trends are impossible to ignore.
This year’s Super Bowl ad landscape showcased a marked shift. Humour dominated, celebrity endorsements declined and brands leaned into storytelling, authenticity and inclusivity.
Traditionally, Super Bowl commercials have relied on A-list celebs to make a splash, but 2025 marked a significant reversal. Advertisers prioritised narrative-driven content over high-profile endorsements. According to XR - a global tech company responsible for delivering more than 80% of Super Bowl ads - humour was a defining factor in 85% of commercials, up from 71% in 2023. Meanwhile, reliance on celebs as primary engagement drivers fell sharply from 77% in 2023 to just 54% in 2025.
Despite appearances from stars like Meg Ryan, Billy Crystal, Martha Steward, Matthew McConaughey and Willem Dafoe, the overarching trend was clear. Brands are shifting away from star power as their primary engagement tool. This shift reflects broader changes in consumer sentiment - audiences are demanding relatability, storytelling and emotion connection over sheer celebrity appeal.
The power of storytelling
Consumers don’t just buy products and services: they buy into feelings, experiences and identifies. A well-told story humanises a brand, making it easier for audiences to connect on a personal level. Lay’s exemplified this approach with its second-place finish on USA Today’s Ad Meter rankings for “The Little Farmer”.
The ad follows a small-scale potato farmer’s comedic yet determined efforts to produce the perfect chip. Blending humour with emotional core, the spot resonated deeply with audiences. Inspired by real farmers who supply Lay’s, the ad took viewers on a journey through the life cycle of a potato and the dream of a young girl to grow Lay’s-worthy spuds. Through changing seasons, she nurtures her sprout until she successfully contributes to her family’s harvest - highlighting the craftmanship behind Lay’s ingredients.
Lay’s storytelling elements reinforced its brand identity. The young protagonist embodies curiosity and determination, mirroring Lay’s commitment to quality. Viewers experience an emotional arc - anxiety over a fallen potato, hope for the future and triumph after overcoming obstacles. The tagline highlights real farming families, emphasising Lay’s authenticity and tradition. By focusing on its agricultural roots rather than leaning on star power, Lay’s created an ad that was both memorable and meaningful.
The resurgence of humour
With consumer preferences increasingly favouring light hearted entertaining content, humour made a major comeback in 2025. According to XR’s analysis, 14% more Super Bowl ads incorporated comedic elements than in 2023.
Humour remains a powerful tool for brands to cut through advertising clutter and engage audiences. Research backs its effectiveness, showing that humour-driven ads are 6.1 times more efficient at boosting market share. Ninety percent of consumers remember funny ads, while 72% prefer humorous brands over their competition. Despite these advantages, brands have traditionally been hesitant to use humour outside of the Super Bowl, fearing misfires or alienating audiences. However, as Super Bowl LIX demonstrated, comedic storytelling can be a gamechanger when executed correctly.
Reese’s “Don’t Eat Lava” ad illustrated this point perfectly. The premise was simple - Reese’s Lava Cups are so delicious that people consider eating real lava. The ad - structured like a public service announcement (PSA) - escalated in absurdity, featuring physical comedy, over-the-top scenarios and a wild old lady on a scooter. The humour worked because the absurdity kept building, reinforcing brand recognition and leaving a lasting impression.
Inclusivity and representation
As corporate America continues to navigate diversity and inclusivity in advertising, the 2025 Super Bowl ads delivered a mixed outcome. In the wake of President Trump’s criticism of DEI initiatives, many analysts predicted a decline in representation. However, data from Extreme Reach indicates a more nuanced reality, highlighting both progress and setbacks.
Gender representation improved. Feminine expression representation increased to 44% (up from 34% in 2023), while masculine expression representation dropped to 56% from 66%. Representation of body diversity and senior actors increased, with 41% of ads featuring senior talent, up from 37% in 2024. Talent with visual disabilities appeared three times more frequently than in previous years. However, representation of darker skin tones declined by 41%, dropping from 29% in 2023 to just 17% in 2025.
Kroger’s “Silence Hunger” used the Super Bowl stage to address childhood hunger in America. Created in partnership with adam&eveDDB, the initiative highlighted that one in five children in the US struggle with food insecurity. The animated spot followed two brothers trying to sleep while battling hunger pangs, making an emotional appeal to viewers.
Meanwhile, the Foundation to Combat Antisemitism (FCAS) leveraged celebrity power for a cause. In “No Reason to Hate”, Tom Brady and Snoop Dogg confronted the absurdity of hate-based biases. Their back-and-forth dialogue - highlighting how people invent reasons to hate each other - culminated in the message: “The reasons for hate are as stupid as they are sound”. The nonprofit aims to spark a broader conversation about combatting divisiveness in America.
Brad Pitt also lent his voice to “Huddle Up”, a pre-game ad that underscored resilience in the wake of disasters like the Los Angeles fires and Hurricane Helene. His narration emphasised unity, echoing themes of overcoming adversity together.
Measuring public perception
Annually, the USA Today Ad Meter ranks Super Bowl commercials based on consumer sentiment, providing valuable insights into what resonates most with viewers. In 2025, the top five ranked ads were:
1. Budweiser: “First Delivery” – Score: 3.56
2. Lay’s: “The Little Farmer” – Score: 3.55
3. Michelob Ultra: “The ULTRA Hustle” – Score: 3.52
4. Stella Artois: “David + Dave” – Score: 3.51
5. NFL: “Somebody” – Score: 3.49
These results emphasise that heartwarming stories, humour, and brand authenticity drive positive consumer reactions.
Super Bowl LIX’s ad trends over valuable insights for brands - both big and small - looking to optimise their marketing strategies.
Storytelling reigns supreme, as emotionally engaging narratives reinforce brand identity and foster deeper consumer connections. Humour is back, with light hearted, fun ads leaving lasting impressions and improving brand recall. Representation matters, with inclusive advertising strengthening consumer engagement and brand loyalty.
Study:
Martin Eisend. The influence of humor in advertising: Explaining the effects of humor in two-sided messages. Psychology & Marketing (2022), 39, 5: 962-973 doi.org/10.1002/mar.21634