This Year’s Super Bowl Commercials
Touchdowns, Fumbles and Mixed Messages.
Touchdowns, Fumbles and Mixed Messages: This Year’s Super Bowl Commercials
The Philadelphia Eagles’ Super Bowl victory and the accompanying advertising landscape highlighted the evolving conversation around diversity, equity and inclusion (DEI) in sports and media. With Jalen Hurts, a Black quarterback whose management team is entirely female, leading the team to victory, and Cooper DeJean, the youngest cornerback to start in a Super Bowl (a position rarely played by white athletes in recent years) the Eagles' roster subtly challenged long-standing assumptions about positional norms in football. Adding to this historic moment, Super Bowl LIX marked only the second time in Super Bowl history where two Black quarterbacks faced off, with Hurts going toe-to-toe against Patrick Mahomes in a rematch of Super Bowl LVII. Autumn Lockwood, the Eagle’s Assistant Sports Performance Coach, made history in Super Bowl LVII as the first Black woman to coach in the game, and this year, she became the first to win a Super Bowl—further reinforcing the league’s growing diversity and inclusion.
Meanwhile, Super Bowl commercials—in recent years commonly a platform for promoting commitments to Diversity and Inclusion—saw a notable shift this year, with several brands leaning into nostalgia-driven content and steering clear of overt social messaging. This contrast between the Eagles' roster and the commercial landscape underscores the complex and evolving role of DEI in both sports and advertising, where efforts to champion inclusion continue to intersect with broader cultural and political debates. Despite almost two-thirds of ads featuring people with darker skin tones, overall representation has dropped 41% since 2023 (from 29% to 17% this year). In many ways, this Super Bowl highlighted the tension between progress and retreat—where the game on the field reflected strides toward inclusion, while several ads revealed a cultural landscape grappling with how much of our progress it is willing to let slip away.
The MVPs
- Budweiser captured hearts with the viewer voted, Number One Commercial according to USA Today’s Ad Meter Results. It is a touching story of a young Clydesdale foal retrieving a fallen beer keg, emphasizing themes of determination and community.
- Hellmann’s sparked nostalgia with a reunion between Meg Ryan and Billy Crystal, bringing back iconic chemistry with a clever twist.
- Pringles had us laughing out loud with their quirky humor, whimsically showcasing flying mustaches in an entertaining spot.
- Google highlighted a touching moment with a stay-at-home dad, representing the changing dynamics of modern families and offering an authentic heartfelt message that resonated with many.
- Lay’s stood out with its heartfelt narrative of a young girl passionately working on her family farm, symbolizing resilience, hard work and the importance of agricultural roots. The simplicity and sincerity of the message resonated deeply with viewers.
The Fumbles
- Little Caesars confused viewers with an odd, missed connection to its product, feeling like an unnecessary copycat of Pringles’ concept.
- Mountain Dew left fans scratching our heads with their bizarre ad featuring Seal as a seal—which was overwhelmingly received as unsettling more than entertaining.
- Breast Cancer Awareness Campaign missed the mark with their ad centered around “we have been focused on the wrong part of breasts,” which felt tone-deaf and poorly executed given the sensitive topic.
Trends We Spotted
Nostalgia, celebrity-packed ads, and bold social messages, though not all-encompassing, did show up strong during the breaks this year. Several commercials attempted to address significant issues, with varied effectiveness:
- Foundation to Combat Antisemitism’s "Stand Up to Hate" ad featured the duo Tom Brady and Snoop Dogg confronting baseless hatred, promoting unity against prejudice. However, some found it more superficial than impactful.
- Dove's "These Legs" Campaign promotes girls in sports by taking on body positivity, showing a girl’s evolving relationship with her body over time. While well-intended, it sparked mixed reactions.
- Breast Cancer Screening’s PSA, featuring Hailee Steinfeld and Wanda Sykes, attempted to raise awareness but struggled to connect emotionally with viewers, causing some to question the effectiveness.
Special Mention
The "What is Greatness" ad from He Gets Us delivered a thought-provoking message about redefining success through acts of humility, kindness and compassion. In stark contrast to the high-energy, fast-paced commercials typically seen during the Super Bowl, this ad was almost entirely silent, relying on powerful imagery, music and minimal narration to drive its message home. By stripping away distractions, the ad encouraged viewers to reflect on values beyond wealth, fame or achievement. Instead, it positioned true greatness as the ability to uplift others, practice empathy and lead with humility. The striking simplicity of the execution sparked meaningful discussions online, leaving a lasting impression on audiences and reinforcing the campaign’s broader mission to inspire a more compassionate world.
Nike’s “So Win” championed women in sports with a dynamic tribute showcasing trailblazing athletes and rising stars, celebrating their resilience, strength and influence. Through a compelling mix of archival footage and present-day triumphs, the ad highlighted the progress made and the barriers still being shattered. The powerful storytelling reinforced Nike’s commitment to empowering female athletes, inspiring future generations to push limits and redefine greatness. However, the ad arrives against the backdrop of Nike’s past controversies regarding its treatment of pregnant athletes. Several high-profile women previously sponsored by the brand, including Allyson Felix and Alysia Montaño, spoke out about being pressured to step back or facing reduced sponsorships after becoming mothers; Nike has since updated its maternity policies to better support female athletes. The “So Win” commercial, and subsequent campaign, resonated powerfully with audiences. It serves as both a bold statement and a reminder of how ongoing conversation around true inclusivity for women in sports can literally change the game.
Despite multiple commercials scoring big, many fans and viewers felt the overall impact of social messaging this year was lacking. As we reflect, it is easy to critique brands we believe fell short, but it is equally important to be mindful of those emphasizing inclusion in their messaging—taking a step back to consider whether their actions align with their stated values. Authenticity is key.