In a climate marked by widespread unease across the United States, this year’s Super Bowl commercials encourage viewers to focus on self-care, compassion for others, and moments of levity. Brands such as Ring illustrate neighbors utilizing doorbell cameras to reunite with lost pets, while Budweiser's iconic Clydesdales shelter a vulnerable bald eagle chick from the rain, cultivating a sense of guardianship and kindness. Pharmaceutical company Novartis promotes its blood test designed for early prostate cancer detection, signifying heightened attention to health. Meanwhile, Toyota’s reminder to wear seatbelts underscores basic safety practices.
Emblematic references to Mister Rogers recur in the advertisements: Lady Gaga delivers a poignant rendition of his song "Won’t You Be My Neighbor?" for Rocket Companies, and the National Football League adapts the message "You Are Special" to spotlight its engagement with youth sports programs. These messages resonate distinctly within a nation facing considerable difficulties. U.S. consumer confidence in January plummeted to its lowest mark since 2014, while the recent killing of two protesters by federal officers in Minneapolis has sparked nationwide indignation. Additionally, much of the country is enduring harsh winter conditions.
According to Vann Graves, the executive director of the Brandcenter at Virginia Commonwealth University, a "collective trauma" is impacting all Americans regardless of background, resulting in widespread stress. "It’s something that’s impacting everyone," Graves stated, reflecting the inclusive nature of the current distress. Against this backdrop, Super Bowl commercials offer audiences a vital chance to temporarily escape reality, providing moments of shared human experience and lightheartedness. Graves emphasizes the importance of these advertisements as "a bit of time that we can just be human and be silly and enjoy ourselves."
Humor and Levity Take Center Stage
The commercials are rich with playful and comedic elements this year. Sabrina Carpenter stars in a spot attempting to craft the "perfect man" from Pringles chips, merging whimsy with product enthusiasm. Instacart’s advertisement showcases Benson Boone and Ben Stiller as a disco duo performing acrobatics, balancing entertainment and brand messaging. Hellmann’s mayonnaise employs Andy Samberg’s character “Meal Diamond” who humorously applies condiment to sandwiches ordered by Elle Fanning and other customers.
Coca-Cola’s traditional mascots, the polar bears, make an unexpected appearance sharing a Pepsi in a playful nod to last year’s viral kiss cam moment, while actor Adrien Brody’s overacting features prominently in TurboTax’s commercial for comedic effect.
Delivery services compete with creative ads featuring prominent celebrities: George Clooney stars in Grubhub’s campaign promoting free delivery on orders of $50 or more; Uber Eats has Matthew McConaughey attempting to convince Bradley Cooper and Parker Posey that football is a conspiracy designed to stimulate hunger; and 50 Cent humorously taunts Sean "Diddy" Combs in DoorDash’s commercial.
Artificial Intelligence and Its Ambiguous Role
Artificial intelligence (AI) motifs are prevalent across multiple spots this year. Oakley Meta advertises AI-enabled glasses through action sequences including figures such as Spike Lee and Marshawn Lynch using the devices to record video and seek information. Wix introduces Wix Harmony, its AI-powered website design tool. Meanwhile, Svedka Vodka collaborated with Silverside AI to develop an advertisement featuring its robot mascots, FemBot and BroBot, in a dance sequence.
Not without controversy, these AI-related ads also spark debate. Anthropic, an AI developer, airs commercials noting that its chatbot Claude is free of advertising, a point questioned by OpenAI’s CEO, Sam Altman, who announced plans to experiment with ads to keep ChatGPT accessible at no cost. In a related vein, Amazon’s ad starring Chris Hemsworth humorously addresses public fears of AI, emerging shortly after Amazon’s announcement of 16,000 corporate layoffs potentially replaced by AI systems.
Tim Calkins, a clinical professor of marketing at Northwestern University, commented on Amazon’s approach: "I suspect this is meant to be funny, but it might reinforce some people’s very real concerns about AI," illustrating the delicate balance brands must maintain when addressing emerging technology.
Health Themes and Weight Management Solutions Feature Prominently
Snack foods remain part of the advertising landscape, with personalities such as Bowen Yang, Scarlett Johansson, and Jon Hamm involved in promoting Ritz crackers, and Lay’s delivering an emotional narrative about a potato farmer retiring and passing the business to his daughter.
However, health issues are increasingly central. Boehringer Ingelheim’s spot features Octavia Spencer and Sofia Vergara advocating for kidney disease testing. Mike Tyson presents a serious message stemming from personal loss related to obesity in an advertisement encouraging consumption of real, unprocessed food; this ad is backed by MAHA Center Inc., a nonprofit organization led by Tony Lyons, noted as an associate of U.S. Health Secretary Robert F. Kennedy Jr.
Weight loss medications based on GLP-1 drugs are highlighted in prominent ads. Novo Nordisk showcases its Wegovy pills with appearances by Kenan Thompson, DJ Khaled, and others. Telehealth company Ro promotes its GLP-1 offerings starring Serena Williams. Hims & Hers recently launched its own GLP-1 treatment and emphasizes democratizing access to high-quality healthcare beyond affluent patient segments.
Nostalgia as a Soothing Strategy
To better uplift spirits, several commercials draw on nostalgic cues. T-Mobile brings back the Backstreet Boys performing a rendition of their 1999 hit "I Want It That Way." Volkswagen revisits 1992 with an ad set to House of Pain’s "Jump Around." Meanwhile, Xfinity reunites actors Sam Neill, Laura Dern, and Jeff Goldblum in a humorous reimagining of the 1993 film "Jurassic Park," dramatizing power restoration on the island to avert disaster — a metaphor for stability and control.
High Stakes and Costs for Advertisers
Advertisers continue to invest heavily in the Super Bowl for its unparalleled audience reach. The 2025 game attracted a record 127.7 million U.S. viewers via television and streaming platforms combined. According to Jura Liaukonyte, a marketing professor at Cornell University’s SC Johnson College of Business, companies often face complex decisions between placing ads on multiple platforms versus a singular, major event. The Super Bowl’s consolidated viewership justifies its premium rates.
This year, commercials averaged $8 million for a 30-second spot, with select high-profile ads commanding over $10 million — a new high. Peter Lazarus, head of advertising and partnerships for NBC Sports, noted the convergence of this event with the Olympics and the NBA All-Star Game creates a "legendary February" for sports-related advertising.