• by Fern Siegel , February 5, 2025

Winning Super Bowl ads have a certain chemistry – they combine viewer likability with brand differentiation. That’s the conclusion of Charles R. Taylor, John A. Murphy Professor of Marketing at the Villanova School of Business. Author of “Winning the Advertising Game: Lessons from the Super Bowl Ad Champions,” Taylor shared some of his predictions and insights about this year’s spots.

MediaPost: Which product categories score best with viewers?

CT: Having analyzed Super Bowl ads over the past two decades, we don’t find strong product category effects. That consumer-packaged goods, especially those that can be consumed at Super Bowl parties (e.g., salty snacks, candy, soda, and beer) and automobiles are well-represented. That indicates advertising for big brands make sense, given the massive Super bowl audience and the wide target markets.

MediaPost: What specific trends do you see in 2025?

CT: Fewer advertisers in the automotive category this year, likely due to ads in recent years being focused heavily on the same theme – sustainability and EVs. When advertisers in a category focus on the same feature, the ads don’t stand out as much or bring the hoped-for return. Without a big new idea, it makes sense to spend the $8 million for a 30-second ad elsewhere.

There are also more new advertisers than usual this year, with at least 15 such ads. The new entrants include Häagen-Dazs, Ritz, MSC Cruises, Totinos, Instacart, Coffee Mate, Duracell, Nerd Wallet, Frank’s Red Hots and Liquid Death.

Interestingly, some, notably Hims and Hers and Angel Soft, are creating somewhat risky, but potentially high-reward ads. Bosch is enlisting “A” lister Antonio Banderas for an ad employing humor. Angel Soft running its ad right before halftime, calling it a “pottytunity” – which means it is taking the unconventional step of encouraging viewers to not watch the ad.

The Hims and Hers spot brings attention to the obesity epidemic and how existing weight loss drugs aren’t often covered by insurance and are prohibitively expensive. The company offers its subscription service at a much lower cost, which is likely to make a big impact.

MediaPost: How will AI's debut alter creativity and advertising going forward?

CT: Super Bowl advertisers are wisely avoiding using AI to develop their actual ads. This is because of consumer sensitivity to the “dark side” of AI and deepfakes, potential privacy issues. This may change, especially if the creative is good and the advertisers are transparent about using it. Advertisers such as GoDaddy and Bosch are widely emphasizing the use of AI associated with their products.

MediaPost: Are the demographics changing? Has that impacted brand participation?

CT: Because the Super Bowl is seen by millions of viewers (Nielsen estimated 123 million in 2024) and costs millions, it makes sense for marketers with broad target markets and not niche marketers. This is also why some ads use multiple celebrities, such as Martha Stewart and Charlie XCX teaming up for Uber Eats. Or the Hellmann’s ad with Billy Crystal and Meg Ryan recreating the “I’ll have what she’s having” scene. The inclusion of actress Sydney Sweeney, who appeals to younger consumers, is not by accident.

MediaPost: How successful have re-sets been after controversies?

CT: In general, when it comes to the Super Bowl, brands with mass audiences are well advised to stay out of politically charged issues and avoid controversy. Bud and Bud Light are using tried-and-true approaches – a Clydesdale foal for the former, light, catch-phrase humor for the latter – a wise move after losing market share over political controversy.

MediaPost: Why are older brands sitting out this year?

CT: This is often a rational decision. The company must believe it has an objective that will return more than the $8 million outlay. This might be building awareness of a new version or product feature, building or reinforcing an image, boosting brand equity, or driving short-term sales. Super Bowl ads are good at reaching an attentive mass audience. But depending on circumstances, it’s not always more efficient that other ad/promotion alternatives.

This year’s Bosch ad is a good example of meeting multiple objectives. Because Bosch wants to expand top-of-mind awareness of the different products it sells, like appliances and power tools, the ad makes sense. It’s a memorable ad about how the product’s features give its users confidence.

Analysis of two decades of Super Bowl ads shows that the key to success is twofold: having an ad liked by consumers and focusing on unique characteristics of the brand in a memorable way. This year’s Hellmann’s ad is a winner in this regard – an impressive creative strategy that keeps the product at the center of the ad.