Here’s your SUPER guide to the Super Bowl Commercials of 2025!
The Super Bowl is this weekend and, unless you’re a Chiefs or Eagles fan, you may be feeling kinda ~meh~ about this match-up. One thing we can all rally around? The commercials, of course!
So instead of previewing the X’s and O’s, let’s dive into the 2025 Super Bowl commercials that you should pay attention to on Sunday.
And since the word SUPER is right there in the name, I’m breaking down one commercial for each pillar of my SUPER Model, along with a quick game plan for applying these ideas to your own customer experience.
Let’s go!
S: Start With Your Story | NFL
The NFL’s “Somebody” spot is one of the most powerful ads you’ll see during the Super Bowl this year. It features children from Big Brothers Big Sisters, Special Olympics, and InsideOut reciting Rev. William Holmes Borders’ poem, “I Am Somebody.”
This heartfelt commercial highlights the power of sports to inspire, unite, and uplift people from all backgrounds. Amid the pomp and circumstance of the Super Bowl, the NFL’s decision to focus on the why—the impact sports can have beyond the field—is a beautiful example of storytelling done right. It’s not just about football; it’s about using a massive platform to celebrate something bigger than the game itself.
YOUR GAME PLAN:
Get crystal clear on your “why” and make sure your customers know it, too. When people feel connected to your story, you’ll create relationships that overpower apathy and foster loyalty.
U: Understand Your Customer’s Story | Angel Soft
If you’re equally into the commercials as you are the game, then you’re going to have to sacrifice some quality content for a bathroom break, right?
Enter Angel Soft.
The toilet paper brand partnered with Talker Research to uncover a relatable dilemma: 92% of people hold off on bathroom breaks during big events so they don’t miss a thing, and 61% rush through the process to get back to the action.
To address this frustration, Angel Soft will air a 30-second commercial right before halftime that’s designed to be missed. The spot will encourage viewers to use the bathroom and will feature a countdown clock so they can make it back in time. This might already be my favorite 2025 Super Bowl commercial!
Regardless of how trivial the challenges are, showing your customers that you understand their unique needs will boost trust.
YOUR GAME PLAN:
Talk to your customers and listen to their unique challenges. Whether it’s through social listening, surveys, or direct conversations, identify one specific pain point you can tackle in 2025.
P: Personalize | Doritos
Doritos is bringing back its iconic “Crash the Super Bowl” campaign for the first time since 2016. This fan-favorite initiative invites Doritos superfans to create their own Super Bowl commercial for a chance to win $1 million and a trip to the big game.
Fans were able to submit their commercials through mid-November before Doritos narrowed it down to the top 25. Each semi-finalist was awarded $2,000. Doritos posted the final three spots on their website with a biography of each of the creators and asked fans to cast their votes.
Doritos’ 2025 Super Bowl commercial demonstrates a powerful way to involve your customers in your brand’s story, making them feel both empowered and valued.”
YOUR GAME PLAN:
Find ways to give your customers a say or let them personalize their experiences. Customizing the “little” things shows that you’re able to put their needs and preferences above your own and makes you appear easier to work with.
E: Exceed Expectations | Novartis
Pharma commercials aren’t exactly known for creativity, but Novartis is changing that with its debut Super Bowl ad, “Your Attention, Please.” The campaign starts with an unexpected nod to society’s focus on women’s breasts before shifting to a more meaningful message: breast health and early cancer detection.
Novartis, the company behind three breast cancer medications, did not want to create a typical pharma commercial. Victor Bulto, president of Novartis US, explained: “You will see an ad that defies the current norms of pharma advertisement because, in fact, it is not a pharma advertisement.”
By leveraging one of the biggest stages in advertising to spotlight a critical issue, the company is exceeding expectations in a remarkable way.
YOUR GAME PLAN:
What can you learn from the Novartis 2025 Super Bowl commercial? Ask yourself how you can stand out in your industry. When you go beyond what’s expected, you’ll leave a lasting impression.
R: Repeat | Intuit TurboTax
“Repeat” is all about creating systems and processes that allow you to consistently deliver amazing experiences. By automating or simplifying certain tasks, you can spend more time connecting with your clients.
Intuit TurboTax is reinforcing this idea in its “Now This Is Taxes” 2025 Super Bowl campaign, which will highlight new AI-powered products and mobile-friendly interactions. In one version of the spot, TurboTax compares the old way of doing taxes – visiting an accountant’s office and waiting for an appointment – to the new way of doing taxes – chatting with a TurboTax expert on your iPhone while cooking dinner.
Intuit’s seamless features help customers save time and energy on their taxes so they can focus on the things that matter most.
YOUR GAME PLAN:
Take a look at the tasks you do every day or week. How can you simplify or automate them? Use tools like AI to work smarter, not harder.
As you watch the Super Bowl commercials this year, think about the strategies that resonate with you. What’s memorable? What feels authentic? And most importantly, how can you apply those lessons to your business?
I’d love to hear from you: Which 2025 Super Bowl commercials are you most excited to see this year? Or, what’s an all-time favorite you’re a superfan of? Hit “reply” and let me know!
P.S. If you loved this article, check out 5 Ways the NFL Has Improved the Fan Experience.
