Top Ad Highlights from the Super Bowl: A 2025 Recap
Top Ad Highlights from the Super Bowl: A 2025 Recap
In a year filled with creative brilliance, the Super Bowl LIX showcased some of the most captivating advertisements. Among the standout performances were brands like Little Caesars and Pringles, which managed to capture the audience's attention effectively. Ipsos, renowned for its market research, has meticulously analyzed how these ads fared based on viewer engagement and social buzz generated before and during the game.
A Creative Approach to Advertising
Unlike standard rankings, Ipsos employs a comprehensive methodology that evaluates ads on several metrics. These metrics measure how well an advertisement can drive sales, enhance brand equity, alter consumer perceptions, and spark conversations among viewers. This year’s crop of ads was notable not just for their humor but for their creative concepts, spanning a range of themes that featured dynamic visuals and distinct storytelling.
Winners of 2025 Super Bowl Ads
Among the most successful ads were those that delivered uniquely on their intended business objectives. Here’s a look at some of the top contenders:
- Happy CFO: A round-up of ads providing high returns on investment. Notable winners included Little Caesars' "Whoa!" by McKinney, and Pringles' "Call of the Mustaches" by FCB New York. Their creative choice to feature flying facial hair not only entertained viewers but also achieved impressive metrics, landing in the top 1% of all Super Bowl ads.
- Brand Purpose: Nike's "So Win," by Wieden + Kennedy Portland took the award here. The campaign successfully initiated meaningful discussions around women in sports, gaining extensive social media mentions.
- Best Use of Brand Assets: Budweiser's "First Delivery," also by FCB New York, showcased their iconic Clydesdales, who continue to engage viewers, as evidenced by significant brand recall following the Super Bowl.
- Understood the Assignment: WeatherTech's "Whatever Comes Your Way," delivered by Pinnacle Advertising, featured memorable characters that resonated with humor, making it a hit with audiences.
- The Second-Screen Sensation: Mountain Dew's "Kiss From a Lime," created by Goodby Silverstein & Partners, impressed with its audacious concept featuring Seal, which ignited conversation across social media platforms.
- The Misfit Mindset: Novartis' "Your Attention, Please" was distinguished for its poignant and creative portrayal of breast cancer awareness, successfully appealing to audience empathy.
- Blast from the Past: Hellmann's leveraged nostalgia with their ad "When Sally Met Hellmann's," which blended humor and star power, resonating strongly with viewers.
- Didn't Make the Cut: Dorito's "Barbershop" by Zach Shenouda and Ryan Robinson, despite not airing, still captured audience interest in pre-game discussions.
- The AI+HI Hero: Google's innovative ad "Dream Job" connected its use of AI in a relatable manner, marking it as a top performer among the ads.
Viewer Insights and Trends
This year's Super Bowl ads drew varied reactions from audiences. Viewers recognized a familiar strategy of leveraging celebrity endorsements and entertainment, which matched previous years. However, an interesting trend emerged as some audiences expressed concerns regarding the representation of diversity, citing a perceived decline in the variety seen in this year's ads. Nonetheless, many found the ads to be more humorous compared to the last year’s installments.
Reflections from Ipsos
Reflecting on the year's advertising creativity, Pedr Howard, Head of Ipsos Creative Excellence U.S., remarked, "This year was a triumph for creativity. However, brands tended to play it safe and remained consistent in their strategies. This caution led to the reliance on visual storytelling and metaphors recognizable to audiences. Notably, there was a shift towards a longer-term brand-building approach in some campaigns."
Methodology Behind the Insights
To compile their findings, Ipsos used a combination of quantitative and qualitative data, ensuring accuracy and depth in evaluating Super Bowl advertisements. Key methods included:
- Creative|Spark: Tested for creative effectiveness across ads, with a sample size of 150 adults aged 18-65.
- FastFacts: Conducted post-game surveys targeting 1,000 adults to gauge reactions and insights.
- Ipsos Synthesio: Monitoring social media for over 4.9 million mentions related to the Super Bowl, offering a comprehensive understanding of audience sentiment.
ABOUT IPSOS
Ipsos stands as one of the world’s largest market research firms, with operations in 90 markets and employing approximately 20,000 individuals. The company prides itself on understanding diverse motivations and actions of consumers. Founded in France in 1975 and listed on the Euronext Paris, Ipsos has established a strong global presence, helping thousands of clients navigate the intricacies of a rapidly changing environment.
Frequently Asked Questions
What were the top ads from Super Bowl 2025?
Ads from Little Caesars, Pringles, Nike, and Budweiser were among the most notable, reflecting unique creative strategies and objectives.
What metrics does Ipsos use to evaluate ads?
Ipsos assesses ads on their ability to drive sales, build brand equity, alter perceptions, and generate audience engagement and buzz.
What insights were gained from audience reactions?
Viewers appreciated humorous ads but felt there were fewer diverse representations compared to previous years.
Who is Ipsos?
Ipsos is a leading market research firm known for its comprehensive studies across various sectors worldwide, focusing on consumer understanding and insights.
How does Ipsos analyze Super Bowl ads?
Using a combination of surveys, social media monitoring, and their Creative|Spark method, Ipsos provides a detailed analysis of ad performances.
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