The Super Bowl is not only the pinnacle of American football but also a premier event for advertisers aiming to captivate a vast audience. In 2025, the cost for a 30-second commercial spot reached an average of $8 million, underscoring the event’s significance in the advertising world.

The 2025 Super Bowl featured a plethora of innovative and memorable commercials. Here’s an in-depth look, in no particular order, at the top 10 standout ads from this year’s game (plus one pre Super Bowl honourable mention):

1. Budweiser – “First Delivery”

Budweiser continued its tradition of heartwarming narratives with “First Delivery.” The commercial follows a young Clydesdale foal that notices a beer keg falling off a delivery wagon. Determined, the foal retrieves the keg and trots through various terrains to deliver it to a local bar. The ad concludes with the tagline, “Determination Delivers,” symbolising perseverance and community spirit.

2. Michelob Ultra – “The Ultra Hustle”

Michelob Ultra’s “The Ultra Hustle” showcases actors Willem Dafoe and Catherine O’Hara engaging in a spirited game of pickleball. The ad humorously highlights the competitive yet fun nature of the sport, with both actors displaying unexpected athleticism. The commercial emphasises the brand’s association with active lifestyles and enjoyment.

3. Stella Artois – “David and Dave”

In a surprising twist, “David and Dave” features David Beckham discovering he has a twin brother named Dave, portrayed by Matt Damon. The ad humorously explores their initial misunderstandings and eventual bonding over shared interests, including a mutual appreciation for Stella Artois. The narrative underscores themes of connection and the joy of shared experiences.

4. Doritos – “Abduction”

Doritos delivers a humorous take on alien encounters in “Abduction.” A man, while enjoying his Doritos, experiences a tug-of-war with a UFO’s tractor beam over his chips. The playful battle leads to an unexpected friendship with the alien, culminating in a shared snack moment. The ad emphasises the irresistible nature of Doritos and the universal love for the snack.

5. Dunkin’ Donuts – “DunKings 2: The Movie”

Ben Affleck returns in “DunKings 2: The Movie,” this time recruiting his brother Casey and NFL coach Bill Belichick into the “DunKings.” The trio engages in a comedic showdown with rival coffee brands, employing over-the-top tactics reminiscent of action movie sequences. The ad culminates in a unifying message delivered by Jeremy Strong, portraying Paul Revere, emphasising unity and the love for Dunkin’s coffee.

6. Hellmann’s – “When Sally Met Hellmann’s”

Reuniting Meg Ryan and Billy Crystal, “When Sally Met Hellmann’s” revisits the iconic deli scene from “When Harry Met Sally.” In this rendition, Sally’s enthusiastic reaction is prompted by tasting a sandwich made with Hellmann’s mayonnaise. The humorous exchange captures the essence of the original scene, with a modern twist, and includes a cameo by Sydney Sweeney as a surprised onlooker.

7. GoDaddy – “Act Like You Know”

Actor Walton Goggins humorously showcases his new eyewear line, “Goggle Glasses,” in GoDaddy’s “Act Like You Know.” The ad highlights the ease of creating a business website using GoDaddy’s services, with Goggins navigating the process effortlessly. The commercial underscores the accessibility of online entrepreneurship and the tools GoDaddy provides to facilitate it.

8. Squarespace – “A Tale as Old as Websites”

Inspired by “The Banshees of Inisherin,” Squarespace’s “A Tale as Old as Websites” features Barry Keoghan delivering laptops to a quaint Irish village. The villagers, initially hesitant, are empowered to start their own online businesses with Squarespace. The ad blends traditional settings with modern technology, highlighting the platform’s user-friendly website creation tools.

9. Meta – “The Artist”

In “The Artist,” Chris Hemsworth and Chris Pratt explore an art gallery, humorously interacting with a lifelike statue. Their playful antics lead to an accidental mishap, revealing the statue to be an actual person. The ad showcases Meta’s innovative approach to art and technology, emphasising immersive experiences and the blending of reality with the virtual world.

10. Little Caesars – “Whoa!”

Little Caesars’ “Whoa!” features Eugene Levy expressing astonishment at the unexpected delight of the brand’s new menu offerings. The ad focuses on his expressive reactions, particularly his signature eyebrow raises, as he samples various dishes. The commercial emphasises the surprising quality and taste of Little Caesars’ latest products.

11. Frank’s RedHot – “That’s Hot… Sauce”

Paris Hilton made waves in Frank’s RedHot’s “That’s Hot… Sauce” Super Bowl ad, bringing back her iconic catchphrase with a fiery twist. The commercial opens with Hilton at an upscale dinner party, where she casually pulls a tiny bottle of Frank’s RedHot from her designer purse. As she drizzles it over everything—from caviar to a flaming crème brûlée—the room erupts in gasps. The ad wraps with Hilton winking at the camera, declaring, “Now that’s hot.” It’s a perfect blend of nostalgia, humour, and brand synergy, making it one of the night’s most talked-about moments.

Super Bowl 2025 once again proved that the commercials are just as much a spectacle as the game itself. With brands investing up to $8 million per 30-second slot, it’s no surprise that advertisers pull out all the stops to create unforgettable moments. This year’s lineup brought a mix of heartwarming storytelling, laugh-out-loud humor, and A-list celebrity cameos, reinforcing why the Super Bowl remains the biggest advertising stage in the world.

For Australia’s advertising industry, events like this highlight the power of bold, creative storytelling and strategic brand positioning—principles that shape how we recruit the best minds in creative and digital industries. Whether you’re an agency looking for top-tier talent or a creative professional ready to craft the next big campaign, having the right people in the right roles is key to making advertising history.

Want to build an award-worthy team? Artisan can connect you with the best talent in creative and digital industries. Get in touch today and let’s make great advertising happen—whether it’s for the next Super Bowl or the next big Australian campaign!