The best and worst Super Bowl commercials of 2025, according to experts
Super Bowl 59's ad lineup had some winners and plenty of losers among its crop of new commercials. Read what the experts say.
MoneyWatch
Preview of this year's best Super Bowl ads
The Philadelphia Eagles secured the championship in Sunday's Super Bowl 59, but there were also several winners â and plenty of losers â in the lineup of star-studded commercials that aired during the broadcast. The best Super Bowl LIX ads delivered strong messages, either through humor or drama, while the worst commercials left some viewers befuddled, experts said.
There's a lot on the line for Super Bowl advertisers, with a few ad spots selling for a record $8 million and even $8 million-plus for 30 seconds. Last year, a 30-second spot sold for about $7 million. Advertisers also spend additional millions on creating their ads, often hiring well-known actors or celebrities to appear in their spots.Â
Super Bowl commercials that score can pay off for a company through new customers and a stronger brand image, but ads that fumble can tarnish a business's marketing message and even turn off consumers. Most ads were in development during last fall's U.S. presidential election race, so avoiding controversy was even more of a priority than usual, said Tim Calkins, a professor of marketing at Northwestern University's Kellogg School of Management who co-runs its annual Super Bowl ad ranking.
The finalized crop of commercials feature a lot of simple humor, nostalgia and few creative risks, he said. But even that approach can backfire.
"That's the challenge this year. Everybody wants to be safe, but you also want to be interesting," Calkins said. "Safe advertising isn't the advertising you notice or remember."
This year's crop of ads included some that dropped the ball, according to Northwestern marketing professor Derek Rucker, who co-runs the Kellogg ad review with Calkins.
Worst Super Bowl commercial: Coffee MateOne of this year's worst ads was the spot from Coffee Mate, Kellogg's ad review found. That spot featured two men sitting on the couch when one of them puts Coffee Mate's cold foam on his drink. His tongue then leaps out of his mouth and dances along to music and fireworks.
New Coffee mate Cold Foam by Coffee mate on YouTube"The brand showcased dancing tongues, which included jumping out of a person's mouth," Rucker told CBS MoneyWatch in an email.Â
The spot was distracting and the brand's message got lost as a result, he said.Â
Worst Super Bowl commercial: TubiAnother commercial that was voted as one of this year's worst by the panel was the Tubi ad, Rucker said. That spot, for the Tubi streaming service, featured people with fleshy hat-like appendages, with the main character born with a cowboy-shaped head. The ad was "good old-fashioned nightmare fuel," according to Collider.
Tubi | Cowboy Head (:15) | Super Bowl LIX by Tubi on YouTubeWorst Super Bowl commercial: ChatGPTChatGPT's ad was also a low-rated ad, according to Northwestern's ad panel. Its spot showed the evolution of human tech through black-and-white pixelated images, but the business school gave it poor marks because it didn't show viewers anything new. The ad cost $14 million to air in the first half, according to tech publication The Verge.
"It's understandable given that, with the amount of money invested in the spot, the audience really was given very little new information about ChatGPT. It's almost as if it simply showed up the party not knowing what to do," Rucker said.
ChatGPT | The Intelligence Age by OpenAI on YouTubeBest Super Bowl commercial: Michelob UltraThis spot features actors Willem Dafoe and Catherine O'Hara as they hustle younger players out of their Michelob Ultra beers by wagering that they can beat them at pickleball. "Play you for an Ultra?" O'Hara asks at the end of the commercial.Â
"Willem Dafoe and Catherine O'Hara appeared together and showcased their hustleâ and hustlingâ for Michelob Ultra. It's got just the right balance between brand and celebrity, and it resonated with our panel," Rucker said.
The ULTRA Hustle | Super Bowl LIX | Michelob ULTRA by Michelob ULTRA on YouTubeBest Super Bowl commercial: GoogleThe Google ad featured a dad preparing for a job interview, who turns to Google's Gemini AI app to help him craft a description of the most challenging job he's had â being a dad.Â
"Google once again impressed our panel with a spot that showcased both the functionality of its phone and added its own emotional twist," Rucker said.
Dream Job | Google Pixel SB Commercial 2025 by Made by Google on YouTubeFull ratings for Super Bowl 59 adsBelow is the full list of Super Bowl commercial ratings from the Kellogg panel, which rates the commercials on their marketing effectiveness.
A-rated Super Bowl commercialsBreast Cancer Awareness Michelob Ultra Google Pixel 9 Nike T-Mobile Lay's Hellmann's Instacart Liquid Death B-rated Super Bowl commercials NFL Dove TurboTax Poppi Booking.com Pfizer Duracell Reese's Stella Artois Little Caesars Ritz Angel Soft Doritos Nerds Uber Eats Mountain Dew C-rated Super Bowl commercialsDisney+ Ram Bud Light Jeep Homes.com Meta/Ray-Ban Hims & Hers Budweiser Coors Light Ramp.com Haagen-Dazs Bosch Fetch Taco Bell MSC Cruises GoDaddy Stand up to all hate Nerdwallet Dunkin' Pringles NYU Health Care Cirkul Agentforce WeatherTech D-rated Super Bowl commercialsRed Bull Doordash FanDuel He Gets Us Hexclad Cookware ChatGPT Rocket Mortgage Totino's Pizza Rolls Coffee Mate Tubi SquarespaceMore from CBS News
In: Super Bowl Aimee PicchiŠ 2025 CBS Interactive Inc. All Rights Reserved.
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