Over the weekend, brands geared up for their biggest advertising moment of the year - the 2025 Super Bowl. But beyond the glitzy celebrity cameos and nostalgic references, there’s a deeper, more strategic trend emerging from the teaser ads. This year’s ads offer a unique window into how brands are navigating the intersection of cultural relevance, humor, nostalgia, and emerging technologies like AI.
In this analysis, Bynder delved into the core themes that dominate the Super Bowl ads teased so far, offering a deeper understanding of the approaches these brands are using to engage their audiences. Bynder also explores how these trends reflect the broader direction of the advertising industry.
Manisha Mehta, Global PR and Communications expert at Bynder, provides expert insights on what this means for the future of brand storytelling.
Expert reveals the core themes emerging in 2025 Super Bowl ads
After analyzing the teaser ads released so far, Bynder identified 5 key themes that consistently appear across the ads, with some brands utilising the same approach. Other brands are weaving these core elements into their campaigns in various ways, crafting memorable moments that cater to both loyal and new audiences. Here’s a breakdown of the most prominent themes and how brands are using them:
1. Innovation and AI: The future of advertising
Manisha comments, “While none of the Super Bowl ads have fully embraced AI-generated content, and have instead continued to show the power of human creativity, brands are demonstrating how AI can empower consumers, provide personalized experiences, and enhance the efficiency of launching products or services. This trend represents a shift in how advertisers are thinking about the future and how they can stay relevant in an increasingly tech-driven world.”
Brands that implemented innovation/AI:
- GoDaddy: Showcasing GoDaddy Airo, AI is positioned as a tool for entrepreneurs to launch their businesses swiftly.
- Haagen-Dazs: Speed, culture, and innovation are highlighted through a high-octane car ad.
- Squarespace: A cinematic teaser showing a man traveling on a donkey hints at a larger, visually innovative narrative.
Rachael Powell, Senior Director, Brand Marketing at GoDaddy told Bynder:
“Our goal with this campaign is to amplify the transformative effect that AI can have for entrepreneurs wanting to turn ideas into successful businesses in minutes. Our content is the driving force to tell that story, and it must be relevant to our customers as well as to the channel where it’s delivered. Bynder’s AI-powered DAM is our system of record for approved content globally. CX Omnichannel capabilities enable GoDaddy to deliver the “It’s Like You Know What You’re Doing” campaign content automatically to the right channel in the right format, boosting engagement and increasing conversion rates on the campaign and meeting the scale that comes with a campaign for the big game.”
2. Humor: The universal language of connection
Manisha Mehta explains, “Humor has always been a staple of Super Bowl advertising, but in 2025, it’s undeniably taking center stage. Brands are using wit, irony, and comedic timing not just to entertain, but to create a lasting connection with audiences. Humor, especially when paired with cultural references, is being leveraged as a strategic tool to engage both old and new generations of consumers.
Even Budweiser, traditionally known for its heartwarming, emotional stories, has joined the humor trend this year. While the iconic brand still incorporates its classic sentimental appeal, it adds a witty twist in its latest teaser, signaling a shift in its approach. The ad features a funny, unexpected situation towards the end, with a humorous tone underscoring its otherwise nostalgic message.”
Other brands that used humor:
- Doritos: The fan-generated ad is built on humorous predictions and feedback from Super Bowl players.
- Taco Bell: Doja Cat photobombs regular customers in a drive-thru for a hilarious moment.
- Bud Light: Post Malone and comedian Shane Gillis create a funny scenario of trying to find a party.
- Hellmann’s: A nod to a 1980s rom-com with a witty sandwich order exchange at Katz’s Deli.
- Uber Eats: Matthew McConaughey’s comedic attempts at imitating a Chicago accent are both quirky and charming.
3. Celebrity cameos: Capitalising on star power
Manisha provides insights, “The Super Bowl is as much about entertainment as it is about advertising, and celebrity cameos are a time-honored way to ensure a high-impact, star-studded event. From musicians to actors to comedians, these brands know that leveraging big names keeps eyes on their campaigns, elevating their status and engagement.
The use of A-list names signals to consumers that the brand is serious about its product, while also making the ad feel like part of the larger pop culture conversation.”
Brands that used celebrity cameos:
- Bud Light: Post Malone’s return, paired with comedian Shane Gillis, continues a successful formula.
- Stella Artois: David Beckham stars in a campaign about meaningful connections over a beer.
- Taco Bell: Doja Cat brings her famous flair to the fast-food chain’s drive-thru.
- Michelob Ultra: Willem Dafoe and Catherine O'Hara bring comedic charm to a pickleball scene.
- MSC Cruises: Drew Barrymore and Orlando Bloom add a fun dynamic to their luxury cruise campaign.
- GoDaddy: Walton Goggins stars in an AI-driven commercial for small business owners.
4. Nostalgia: Tapping into emotional memories
Manisha’s take on the trending use of nostalgia, “Nostalgia is more than just a look back—it’s a way for brands to tap into collective memories that resonate deeply with audiences. These campaigns are built on universal emotions, reminding people of simpler times, traditional values, and cultural touchstones. Brands are using nostalgia not just to appeal to older viewers, but also to establish an emotional connection with younger generations who may be learning about these iconic moments for the first time.”
Brands that used nostalgia:
- Budweiser: The return of the Clydesdale foal evokes a sense of tradition, tapping into the brand’s history of iconic ads.
- Hellmann’s: A nod to the classic “When Harry Met Sally” deli scene appeals to fans of the 1989 rom-com.
- FanDuel: The Manning brothers bring back a familiar, nostalgic dynamic for their sports betting platform.
Brands leveraging social media trends and Gen Z appeal:
- Pringles: “I’m passing the phone to...” challenge with celebrities like Adam Brody, Nick Offerman, and James Harden.
- Uber Eats: “We listen but we don’t judge” TikTok trend featuring Charli XCX (Gen Z) and Martha Stewart (appealing to older generations).
What these themes reveal about the advertising industry
Manisha Mehta provides her thoughts on the evolving Super Bowl ad landscape and how these trends reflect broader shifts in the advertising industry:
“2025 is shaping up to be a year where brands prioritize authenticity and emotional resonance. Humor, celebrity cameos, and nostalgia are not just for entertainment—they’re intentional strategies to connect with consumers in a saturated media landscape. While AI plays an increasing role in data-driven marketing, Super Bowl ads reaffirm that human creativity is still paramount when it comes to crafting impactful, culturally relevant campaigns.
Brands know that the Super Bowl is more than just a commercial break—it’s a cultural moment. So, they’re leaning into what resonates with viewers at a deeper level, while still embracing innovation where it makes sense. ”
A study of tomorrow’s advertising today - customer experiences
Manisha concludes, “While AI is shaping the future of advertising, human creativity remains essential for creating emotionally impactful and memorable campaigns. Modern ads go beyond traditional marketing by fostering emotional connections through humor, nostalgia, and culturally relevant language that makes customers feel understood and valued.
However, for these emotionally charged campaigns to succeed, the effort must go beyond the Super Bowl. The customer experience doesn’t end when the game does. Consistency across all touchpoints—social media, e-commerce, or physical stores—is key to reinforcing the messages and emotions sparked by the ad. If the emotional resonance of a Super Bowl ad isn’t reflected in the brand’s website design, product pages, or digital interactions, it can create a disconnect and diminish the impact of the campaign. Super Bowl campaigns often set the tone, but omnichannel follow-through is where true brand loyalty is built.
This shift underscores a broader trend: customer experience is central to advertising success. Brands are no longer just selling products—they’re creating content experiences that resonate long after the final whistle.”
Built on the world’s most powerful DAM, Bynder delivers your content seamlessly to digital omnichannels—in the right format, on the right platform, and at the perfect moment. Whether your audience rivals the scale of the Super Bowl (where ad slots cost upwards of $7 million) or is much smaller in size, every customer deserves an exceptional experience.