The Super Bowl isn’t just the biggest night in football — it’s the biggest night for advertising. Millions of viewers tune in not just for the game, but for the spectacle of Super Bowl commercials.
The best Super Bowl ads tap into deep consumer insights, deliver a clear brand message, and stand out by doing something distinctive and memorable. Here are some of our favorite commercials from the 2025 Super Bowl, featuring the Philadelphia Eagles and the Kansas City Chiefs.
Doritos: Abduction
Super Bowl ads have become a bit of a celebrity fest. While it’s fun to see well-known actors, musicians, and sports stars, often in funny contexts, we love that this campaign is all about empowering the creative community and showcasing the amazing work of independent creatives.
Doritos launched its Crash the Super Bowl campaign in 2006, with a simple concept: Everyone is invited to submit an idea for a Doritos ad. The winners get their commercial aired in the Super Bowl, together with a generous cash prize.
But in 2016 they ended the campaign, changing direction to more ‘traditional’ Super Bowl ads with big production budgets and plenty of celebrities.
This year, they brought it back, and the winning entry is great. An alien abduction is happening, but they’re trying to take a pack of Doritos, not the person eating them. The underlying message is clear: Doritos is what everyone wants, more than anything else.
We’re excited for the winners, Dylan Bradshaw and Nate Norell, and hope Doritos will continue empowering creators in future Super Bowl campaigns.
If you’re inspired to make your own alien abduction video, check out these alien-inspired music, UFO-themed SFX, and sci-fi footage collections on Artlist to help you get started.
Coffee Mate: Foam Diva
One of the biggest challenges for any brand is finding a way to stand out. Even more so during an event like the Super Bowl when everyone is pulling out all the stops to grab the audience’s attention.
That’s why we liked this quirky ad by Coffee Mate. It’s not the first commercial to use a metaphor of a party in the mouth when tasting a product, but it is the first to have a tongue voicing a new Shania Twain song.
It’s memorable, and the benefit comes across clearly. And of course, we’re big fans of any ad where the soundtrack plays such an important role.
Hellmann’s: When Sally met Hellmann’s
It’s all about ’90s nostalgia right now, and it’s hard to think of a more iconic movie moment than Meg Ryan’s restaurant scene in When Harry Met Sally (if we’re splitting hairs, the movie came out in 1989, but it’s close enough).
In this Hellmann’s commercial, Meg Ryan and Billy Crystal recreate the scene, but the difference is that this time, a commotion is caused by adding Hellmann’s mayonnaise to a sandwich.
With a nod to contemporary culture, Sydney Sweeney closes the ad by reprising the famous line: “I’ll have what she’s having.”
This ad stands out for its clever blend of nostalgia and humor. It reconnects older viewers with an iconic movie moment while making the product the star of the scene, helping it stand out among the other commercials. The message is clear, though it might be just a touch exaggerated — but isn’t that what makes it fun?
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Skechers with Andy Reid
As head coach of the Kansas City Chiefs, Andy Reid was heavily involved in the on-field action during the 2025 Super Bowl. He’s also made an impact off-field, starring in this commercial for Skechers.
Reid is known for his deadpan humor, which is well used in this ad when he claims to have a side hustle as a hand model.
How does this tie into a sneakers brand? In 2024, Skechers launched its Hands Free Slip-ins line of shoes, designed to let you step into your shoes without using your hands.
The obvious route for a commercial would be to focus on people who struggle to bend down to put on their shoes, or who always need to take their shoes on and off.
Instead, this ad takes the benefit to an extreme. The Hands Free Slip-ins are great for people who need to be very careful with their hands, like a hand model. And who would be an unlikely and memorable hand model? Andy Reid.
This is a great example of how to creatively communicate a product benefit in a distinctive and memorable way.
Hexclad: Unidentified Frying Object
Okay, maybe we’re a bit too excited about aliens. But we’re also keen to highlight brands taking their first steps into the world of Super Bowl advertising in 2025, and Hexclad is one of them.
The ad features celebrity chef Gordon Ramsay, whose acting is a little wooden, but his association with extremely high standards in the kitchen is a good fit with the Hexclad brand. Pete Davidson also makes an appearance as a visiting alien. The humor might not be to everyone’s taste, but we loved the pun in the commercial’s title.
What we liked about this ad was the creative communication of the product benefit — the idea that Hexclad’s frying pan technology is so advanced that it’s actually “out of this world”. It’s clear and easy to understand.
A solid first venture into Super Bowl advertising.
Why music makes Super Bowl commercials unforgettable
The best Super Bowl commercials in 2025 have something in common: careful use of the perfect soundtrack and sound effects to help convey their message. In most cases, they aren’t the hero of the ad (except in the case of Shania Twain’s song for Coffee Mate), but they play a crucial role. Strip them out and the video just wouldn’t work in the same way.
Think of them as the fullback of the ad. They don’t get the attention and praise of other members of the team, but without them, the team wouldn’t function.
At Artlist, we understand the power of music and sound effects in storytelling. If you’re inspired by the Super Bowl commercials to create your own videos, check out our collection of Artlist music that’s been used in ads by the world’s biggest brands. Whether you’re looking for high-quality music, footage, SFX, video templates, or AI voiceovers, you can find it all in the Artlist catalog, royalty-free. Sign up for free today to start making your own content stand out — just like the best Super Bowl ads.
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