Every February, Americans stock up on chips and dip and hunker down 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 upwards of $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-of lists from those that fade into obscurity?
First and foremost, viewers want to be entertained. According to a recent Prosper Insights & Analytics survey, 71% of viewers consider Super Bowl commercials to be a form of entertainment.
But entertainment value alone isn’t enough to stand out. Anselmo Ramos, founder and creative chairman at GUT, a global independent creative agency, notes that ambition and originality truly make a campaign memorable.
“It’s the only time of the year people actually want to see the ads,” says Ramos. “When everyone is doing the same thing, you’ll only stand out by trying something completely new.”
Standing out in a sea of big-budget ads isn’t easy. Ramos warns against playing it safe, noting that sticking to familiar formulas — whether it’s celebrities, explosions or talking animals — can make even the flashiest 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 truly 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 don’t just captivate — they build connections and trust, which are vital for long-term brand impact.”
Data from SeeHer’s Gender Equality Measure (GEM®) reveals that eight of the top 10 high GEM-scoring Super Bowl commercials featured diverse representation. Half of these ads also highlighted women in counter-stereotypical roles, including one that depicted a woman behind the camera as a part of the narrative itself.
Ads with positive GEM scores boost purchase intent by more than 40% across all consumers, according to SeeHer.
The data reinforces what many consumers innately recognize: Super Bowl ads are cultural touchstones that reflect evolving societal trends and values.
While football typically attracts a mostly male, sports-focused audience, the Super Bowl is a national event that draws in viewers of all backgrounds. For example, last year’s Super Bowl captured the attention of Taylor Swift fans due to her relationship with Kansas City Chiefs’ tight end, Travis Kelce.
Yet, year after year, some advertisers fall back on tired stereotypes and tropes that don’t feel relevant to diverse audiences.
To break out of this pattern, advertisers should conduct more extensive pre-launch testing to ensure creative concepts will connect with audiences and ultimately strengthen brand recognition.
“The Super Bowl is unlike any other advertising environment,” says Pedr Howard, head of Creative Excellence at Ipsos, a global market research firm. “The noise, the stakes, the sheer scale — it’s all amplified.”
That means brands need to approach market tests in a way that reflects the Super Bowl’s unique characteristics. Unlike other campaigns, Super Bowl ads need a tailored testing approach to gauge not only their overall effectiveness, but their ability to cut through the event’s noise and generate buzz. Metrics like social power and engagement are pivotal for a successful Super Bowl campaign.
“Brands need to ask the right questions in testing: Will this ad stand out on game day? Will it connect emotionally? It’s not about generic measures but about understanding how to win in this specific context,” explains Howard.
And let’s not forget 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 long before the game and extend far beyond it.
Some brands build anticipation weeks in advance with teasers and social media campaigns. Others lean into real-time engagement during the game, creating interactive moments that keep viewers talking. Post-game follow-ups help extend the campaign’s life, transforming a single ad into a sustained narrative.
Platforms like TikTok highlight how critical this approach has become. Nearly two-thirds of users report being more likely to notice ads on TikTok that tie into TV campaigns during “tentpole” moments like the Super Bowl, according to research conducted by Magna Intelligence.
“When people see the same creators or celebrities from TV ads on TikTok, it strengthens their engagement with the brand,” says Howard.
Consistent messaging across channels fosters stronger brand affinity. “54% of TikTok users enjoy ads more when they’ve seen similar ones on TV, and 58% feel more positively about a brand after seeing cohesive and persistent 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, the ads that resonate are the ones that keep the conversation alive, proving that creativity isn’t just key to campaign success — it’s the only path to victory.