Our Superbowl
Winners & Snoozers: 2025
It’s Super Bowl LIX, with Super Bowl LVII teams KC and Philly. Yawn. Even so, 203 million US adults are estimated to watch and 40% will be watching to see the commercials. Don’t judge.
And this year, a 30-second spot will set brands back $8M. The highest amount ever.
So, which brands got their money’s worth and which brands should have stayed home? Here are our top 3 winners and bottom 3 snoozers this year:
The Winners
#1 Winner: Dove | These Legs
In a year with so much comedy that seemed off the mark, I loved the serious message behind the latest iteration of Dove’s long running campaign. It’s a message based on data delivered with a simple piece of film, but it hits you right in the feels.
#2 Winner: Novartis | Your Attention, Please
It was a brave choice for a pharmaceutical to put the spotlight on breasts to an audience stuffed with nachos and beer. But it was a smart choice and absolutely drove conversation.
#3 Winner: Coffee Mate | Cold Foam
In one sense, this spot was very formulaic: people use product, product does crazy thing, people are fulfilled, end card. But I just loved how weird this one was. Let’s face it: tongues are freaking bizarre and watching one dance in front of an audience and play bar chimes was delicious.
The Snoozers
#1 Snoozer: Homes.com | Not Saying We're The Best
In case you missed it (or winced your way through it) there were THREE Homes.com spots. That’s 24 million dollars spent on humor that, I don’t know, just really makes me not like Homes.com. Not funny. And why did they need three spots??
#2 Snoozer: Dunkin' | DunKings
There was a funny spot last year with excellent jump suits, and ridiculous Boston accents. So I had high hopes for this. But no. Seemed like the spot was written to be a :90 but it was just so overstuffed with dialogue that I could not follow it. There were no beats in the edit to give space to the humor. It was just a big ol’ overfilled mess of a donut.
#3 Snoozer: Hellmann's | When Sally Met Hellmann's
Sure, the joke was funny like 35 years ago. I will grant you that. But can we just let it die? Please?? CRINGE FACTOR = 300.
