The top 10 advertising strategies of the 2025 Super Bowl spots
The Super Bowl isn't just the biggest sporting event in the U.S.—it's also a stage for elaborate marketing campaigns. m&k presents ten eye-catching strategies that major brands like Nestlé and GoDaddy are using to place a greater emphasis on creativity and branding.
The ten most striking marketing strategies from this year's Super Bowl commercials are discussed below. It remains to be seen whether these trends will also be reflected at the major advertising festivals such as Cannes Lions.
Nostalgic appeal
Brands that relied on nostalgia achieved a high response by arousing emotions in viewers. For example, Hellmann's used this strategy by recreating the famous deli scene from the movie "When Harry Met Sally". This re-enactment was intended to create an emotional connection with the audience.
Humor as the key
Humor was a central element of many commercials, as it captured viewers' attention and entertained them. Uber Eats, for example, relied on a humorous portrayal with celebrities such as Charlie XCX, Martha Stewart and Matthew McConaughey, who acted together in a quirky setting.
Focus on celebrities
The use of celebrities remained a proven strategy to increase the credibility and reach of campaigns. For example, GoDaddy teamed up with actor and entrepreneur Walton Goggins. He used GoDaddy Arrow to launch his own company.
Interactive storytelling
Brands that actively involved their fans in the campaigns achieved a high level of attention and engagement. Doritos allowed fans to create their own commercials and vote on the best ones. The winning commercial, entitled "Abduction", was broadcast during the Super Bowl.
Teaser strategies
The targeted use of teasers before the Super Bowl increased excitement and interest in the actual commercial. Coffee Mate, for example, used teasers with Shania Twain, who sang a specially composed song, to increase anticipation for the Super Bowl commercial.
Social media integration
A strong presence on social media was a must to increase the visibility of the campaigns and create interactive moments. As an example, Instacart used channels such as Instagram, TikTok, Threads and X to interact with other brands and build anticipation for the Super Bowl.
@instacart Delivering the team up you never knew you needed. 💚 @Old Spice @Pillsbury
Cultural relevance
In its Super Bowl commercial, Coffee Mate focused on cultural relevance by combining the "fourth wave" of coffee culture and elements of pop culture. The "fourth wave" stands for an individualized, experimental coffee culture in which social media play a central role. Coffee Mate positioned itself precisely in this trend with its new Cold Foam product.
The commercial staged the taste experience of Cold Foam through a dancing tongue that served as a surreal metaphor. A jingle by Shania Twain reinforced the link to pop culture without her appearing in the commercial herself. The unconventional production aimed to appeal to a younger, experimental target group in particular.
Focus on entertainment
The Super Bowl is not just a sporting event, but also an entertainment spectacle. Brands that made their commercials entertaining won the attention of viewers. Instacart's mascots are an example of this, creating an entertaining experience.
Authenticity
Brands that presented themselves authentically and communicated their brand values credibly were able to gain the trust of viewers. Example: GoDaddy presented Walton Goggins as a true entrepreneur who used GoDaddy Arrow to develop his brand (see video above).
AI integration
Brands such as GoDaddy demonstrated the use of AI to support their marketing strategies and product development. For example, GoDaddy used AI to create the "Goggins Goggles" website and logo and showed how AI can help small businesses.
