The Super Bowl is a tradition—not just for football fans but for Americans in general and, most notably, for creative agencies. Beyond the battle between the season’s two best teams on the field, there is fierce competition among brands. This year, over 127 million viewers tuned in to watch the game, making Super Bowl advertising one of the most valuable and high-stakes opportunities for brands to capture massive audience attention. Creative agencies bring their best work to this event every year, as success in this arena can define a brand’s market share.
In this article, we will analyze the top three most impressive and effective Super Bowl LIX (59) ads of 2025, breaking down the creative strategies behind them and exploring how they successfully made an impact on both the audience and culture.
1. DORITOS – “ABDUCTION”
Directed by: Dylan Bradshaw and Nate Norell
Have you ever watched a Super Bowl just by watching it? Of course not. A big part of game night is having snacks in hand. Doritos understands how people love to snack while watching the game, which is why year after year, they invest heavily in Super Bowl advertising.
This year, “Doritos Abduction” embraced the “dumb fun” strategy. The commercial’s premise is simple: an alien attempts to abduct a bag of Doritos, while a man—likely an alien enthusiast—does everything he can to protect it. The sequence ends hilariously when the man unintentionally destroys the alien’s spaceship in a satisfying slingshot animation.
This lighthearted, comedic approach works perfectly for Doritos because it aligns with the brand’s identity. Snacks are meant to be fun, mindless, and effortlessly enjoyable. The ad reinforces the idea that Doritos are the perfect snack for game night, creating an association between the chips and good times shared with friends and family.
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2. BUDWEISER – “FIRST DELIVERY”
Created by: FCB New York
Directed by: Henry-Alex Rubin
With its iconic Clydesdale horse, Budweiser delivered a cinematic masterpiece this year. The ad follows the journey of a young Clydesdale who embarks on an adventure to deliver a fallen beer keg to its final destination—proving his worth and completing his first delivery.
Every shot in the commercial is breathtakingly cinematic, showcasing stunning landscapes, small-town charm, and heartfelt storytelling. Paired with a warm country song, the ad taps into deep American values of determination, tradition, and hard work. This emotionally driven approach strengthens Budweiser’s brand recognition while reinforcing its long-standing heritage.
3. HÄAGEN-DAZS – “NOT SO FAST, NOT SO FURIOUS”
Created by: nice&frank
Everyone knows and loves the Fast and Furious franchise. By referencing this widely recognized cultural phenomenon, Häagen-Dazs effectively grabs attention while subverting audience expectations.
The ad opens with an intense, high-octane scene featuring two characters, Dom and Betty, seemingly preparing for a high-speed race. But in a split second, the tension fades as the camera reveals that they’re simply cruising along a scenic coastal road, enjoying the moment. The tagline appears:
“Not so fast, not so furious.”
This clever irony perfectly encapsulates Häagen-Dazs’ message—slow down, relax, and enjoy a good ice cream. The ad successfully delivers a memorable and humorous contrast to the fast-paced nature of the Super Bowl, positioning Häagen-Dazs as the ultimate indulgence for those who want to take life a little slower.
Final Thoughts
Each of these ads showcases a different creative strategy that made them stand out:
Doritos used humor and absurdity to create a fun, memorable experience.
Budweiser leaned into cinematic storytelling and emotional resonance to reinforce brand heritage.
Häagen-Dazs leveraged irony and a cultural reference to convey its message in a smart, engaging way.
The Super Bowl remains one of the biggest advertising battlegrounds, and these brands demonstrated how powerful storytelling, humor, and cinematic visuals can leave a lasting cultural impact.
Which ad was your favorite? Let us know in the comments!
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