We might be a little late to the party, but when the Ad’s are this good, they’re worth talking about. Every year, brands compete for attention with their Super Bowl adverts, and 2025 delivered some standout moments.
Nike celebrated female athletes with a powerful message, Google Pixel told an emotional story, and Tubi took a creative approach by turning brand collaborations into movie trailers. Each ad had a clear purpose, whether it was to inspire, connect with audiences, or showcase a fresh marketing strategy.
So, without further ado, here are our top picks and why we loved them…
Nike – “So Win”
Nike made a powerful return to the Super Bowl ad scene after 27 years with “So Win,” a bold and inspiring tribute to women in sport. Featuring some of the most successful female athletes; including Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, and A’ja Wilson, the ad directly challenges the expectations placed on women in sport.
The message? Women are constantly told what they can’t do. They can’t be too confident. They can’t break records. They can’t fill stadiums. Nike’s response? Do it anyway. Accompanied by a commanding voiceover from Grammy-winning artist Doechii, the ad delivers a clear and defiant call to action: You can’t win? So win.
In a sea of lighthearted and comedic Super Bowl ads, “So Win” stood out with its serious and emotional tone. It felt different. It felt important. The campaign stays true to Nike’s brand, reminiscent of their iconic Just Do It messaging, while speaking directly to their women’s audience with an emotional connection that many will find deeply relatable.
It wouldn’t be a surprise if this turns into another long-running campaign for Nike, much like Just Do It. We’d love to see it.
Poppi – “Soda Thoughts”
Influencers are the new celebrities, only with arguably more impact. Their close, authentic relationships with audiences make them more relatable and accessible than traditional stars. Poppi tapped into this power brilliantly for their Super Bowl ad, ‘Soda Thoughts’ featuring long-term brand ambassador Alix Earle alongside fellow creators Jake Shane and Rob Rausch.
The ad, Soda Thoughts, perfectly captures a familiar dilemma; overthinking. Gen Z consumers are mindful about what they consume, especially when it comes to fizzy drinks. They care about their health, but they don’t want to compromise on taste. Poppi positions itself as the perfect solution, offering all the flavour of soda without the guilt.
The ad plays on this relatable struggle through a series of funny scenarios where people spiral into indecision over what drink to order. Their internal monologues run wild as they weigh their options, a feeling Poppi’s target audience knows all too well—and one that likely entertained a much wider audience as well.
Beyond just airing during the Super Bowl, the campaign made waves across social media. Fans flooded TikTok with reactions, amplifying its reach far beyond the game. By leveraging influencer culture and meeting their audience where they already are, Poppi didn’t just advertise their product—they started a conversation.
Google Pixel – “Dream Job”
Google Pixel’s Dream Job was the perfect example of storytelling done properly. In a Super Bowl filled with high-energy, star-studded commercials, this ad stood out by tapping into something much deeper emotion.
The ad follows a father preparing for a job interview with the help of Gemini Live on his Pixel phone. As he answers practice questions, guided by AI-generated prompts and feedback, he begins to realise that the skills he’s developed as a parent patience, problem-solving, and resilience are exactly what make him a strong candidate.
What made this ad so powerful was its emotional depth. It felt raw, personal, and deeply relatable. Whether you’re a parent yourself or simply someone who has been shaped by one, it struck a chord. Without even showing the actual interview, the ad had viewers rooting for the dad, hoping he’d get the job. That level of connection is rare in advertising and made Dream Job stand out.
Google didn’t just showcase their AI technology, they showed how it could genuinely empower and uplift people in life’s most important moments. A masterclass in storytelling, Dream Job proved that the most memorable ads aren’t always the loudest—they’re the ones that make us feel something.
Tubi – Movie Trailers
Tubi took a unique approach to Super Bowl advertising this year, proving that partnerships can be a powerful tactic in marketing when done right. As an ad-supported streaming platform, Tubi’s business model thrives on brand partnerships, making its Tubi Movies campaign the opportunity to build new brand relationships.
Rather than running traditional ads, Tubi teamed up with e.l.f. Cosmetics, NERDS, and Poppi to create customised movie trailers that aired exclusively on the platform. This was a clever move for several reasons. First, it allowed Tubi to increase brand awareness without footing the full cost of a high-profile Super Bowl spot. Second, by integrating its advertising partners into creative, engaging content, Tubi showcased its value as a space where brands can tell compelling stories in fresh, entertaining ways.
The campaign strengthened Tubi’s identity as a home for diverse, offbeat content. These playful trailers turned standard ads into buzzworthy entertainment, with Tubi even considering full-length originals based on audience engagement, proving its power to transform brand partnerships into more than just ad placements.
By aligning its marketing strategy with its business model, Tubi demonstrated exactly why brands should want to work with them. A win-win move that could lead to even more creative collaborations in the future.
What Can We Learn from This Year’s Best Super Bowl Ads?
This year’s Super Bowl ads proved that great marketing is about knowing your audience and delivering a message that sticks.
The best campaigns knew exactly what they stood for and brought their message to life in a way that felt natural to their brand. No gimmicks, no desperate grabs for virality, just strong ideas, executed with confidence.
The takeaway? Whether you’re advertising at the Super Bowl or launching your next campaign, the same rules apply. Be clear on what you want to say, stay true to your brand, and create something that makes people want to pay attention.
And hey, if you need some help, we always have ideas ready to share.
