Budweiser’s “First Delivery” was the best overall commercial of Super Bowl LIX. It won USA TODAY’s 2025 Ad Meter and was also recognized by Ipsos for its exceptionally effective use of a distinctive brand asset: the Budweiser Clydesdales. The strongest alternatives were Little Caesars’ “Whoa!”, Pringles’ “Call of the Mustaches,” Nike’s “So Win,” Google Pixel’s “Dream Job,” Hellmann’s “When Sally Met Hellmann’s,” and Mountain Dew’s bizarre but highly memorable “Kiss From a Lime.”
At the other end of the ranking, Tubi’s “The Z-Suite” was the clearest lowlight, finishing last among 57 national commercials in the Ad Meter and drawing criticism for being confusing rather than persuasive. Coffee mate also struggled to connect its tongue-themed comedy to its cold-foam product, while Fetch landed in the bottom three without enough evidence to explain exactly why.
Super Bowl commercials are judged by several different standards. Some ads win an audience vote. Others produce social conversation, demonstrate a product clearly, strengthen a brand, or simply become impossible to forget. Those outcomes do not always belong to the same commercial.
For this ranking, “best” means the most complete combination of audience response, creative effectiveness, memorability, brand linkage, and critical reception. The main evidence comes from USA TODAY’s Ad Meter, Ipsos’ Creative Excellence research, and EDO’s measurement of immediate online engagement. These systems measure different things, so they should not be treated as one universal scoreboard.
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The best overall commercial: Budweiser, “First Delivery”
Budweiser’s “First Delivery” is the safest choice for the best Super Bowl commercial of 2025. It won USA TODAY’s Ad Meter, the audience-voted ranking of national commercials shown during the game. Ipsos independently recognized the ad as the winner for Best Use of Brand Assets, reporting that Budweiser’s Clydesdales generated the most post-game brand playback in its FastFacts study.
The ad’s advantage was not simply that it featured famous horses. The Clydesdales are a recognizable Budweiser property, and the commercial used them as the story’s central engine. That gave the ad several benefits at once:
- Immediate recognition: viewers could identify the brand before the product explanation became important.
- Emotional clarity: the story was easy to follow in a crowded, noisy viewing environment.
- Strong brand linkage: the memorable element belonged specifically to Budweiser rather than being a detachable celebrity performance.
- Broad audience appeal: the execution did not depend on a narrow cultural reference or a complicated joke.
“First Delivery” was not necessarily the strangest, funniest, or most talked-about ad of the night. Its strength was completeness. It combined a familiar brand asset, an understandable emotional story, and enough spectacle to feel appropriate for the Super Bowl without losing the identity of the product.
Best commercials by objective
| Objective | Commercial | Evidence |
|---|---|---|
| Best audience-voted ad | Budweiser, “First Delivery” | Winner of USA TODAY’s 2025 Ad Meter |
| Best use of a brand asset | Budweiser, “First Delivery” | Ipsos winner in Best Use of Brand Assets |
| Best purpose-led ad | Nike, “So Win” | Ipsos winner in Brand Purpose |
| Best AI product demonstration | Google Pixel, “Dream Job” | Ipsos winner in AI+HI Hero |
| Best nostalgia execution | Hellmann’s, “When Sally Met Hellmann’s” | Ipsos winner in Blast from the Past |
| Best social-conversation stunt | Mountain Dew, “Kiss From a Lime” | Ipsos Second-Screen Sensation; strong social performance |
| Best value-oriented creative effectiveness | Little Caesars, “Whoa!” and Pringles, “Call of the Mustaches” | Ipsos Happy CFO winners |
| Highest immediate online engagement | T-Mobile | Led EDO’s searches and brand-site-visit measurement |
This table is intentionally not presented as a single definitive ranking. Ipsos’ categories measure outcomes such as sales potential, brand equity, perception change, and social conversation. EDO measures searches and visits immediately after an ad airs. USA TODAY’s Ad Meter reflects viewers’ evaluations. A commercial can perform well under one system and less impressively under another.
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Little Caesars, “Whoa!”
Little Caesars turned Eugene Levy’s eyebrows into the central visual gag for its Crazy Puffs launch. Ipsos named the spot one of its Happy CFO winners, placing it in the top 1% of all Super Bowl ads tested in the company’s Creative|Spark method. NPR also singled out the eyebrow joke in its post-game discussion.
The creative works because the comedy is connected to the product. Levy’s exaggerated eyebrows are not just a celebrity appearance placed beside a pizza advertisement; they are part of the visual explanation for the Crazy Puffs idea. The joke is legible even without sound, and the brand remains involved in the punchline.
Pringles, “Call of the Mustaches”
Pringles’ “Call of the Mustaches” was the other Ipsos Happy CFO winner and also performed in the top 1% of tested Super Bowl ads in Creative|Spark. The commercial built its premise around the mustache associated with the Pringles identity, turning celebrity facial hair into an extension of the product’s visual branding.
Its premise is simple and ownable. A viewer does not need a long setup to understand the mustache joke, and the visual idea is strong enough to survive the distractions of a group Super Bowl viewing. Like Little Caesars, Pringles made the celebrity element serve the brand rather than allowing the celebrity to become the entire memory.
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Nike, “So Win”
Nike’s “So Win” won Ipsos’ Brand Purpose category and generated the highest volume of social mentions in Ipsos’ Synthesio social-intelligence measurement. Its message was direct: women athletes should not be treated as exceptions, side stories, or special cases. They should be understood as winners in their own right.
The ad benefited from a close fit between message and brand. Nike has long positioned itself around athletic ambition and performance, so the purpose statement extended an established sports identity rather than introducing an unrelated cause appeal. Its strongest result was cultural conversation and relevance, not necessarily the same audience-vote result that made Budweiser the overall winner.
Google Pixel, “Dream Job”
Google Pixel’s “Dream Job” won Ipsos’ AI+HI Hero category and ranked among the top 10% of ads in the Creative|Spark research. The commercial presented Pixel and Gemini’s artificial-intelligence capabilities through a job-interview and personal-confidence scenario.
That framing made the technology concrete. Instead of asking viewers to admire artificial intelligence as an abstract innovation, the ad showed how it could assist a person in a recognizable human situation. The emotional focus stayed on the user, not on AI as a spectacle. That distinction matters in a year when artificial intelligence was one of the most visible themes in Super Bowl advertising.
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Hellmann’s reunited Meg Ryan and Billy Crystal for a parody of the famous deli scene from When Harry Met Sally… Ipsos placed the commercial in its Blast from the Past category, reporting that nostalgia, humor, and star power helped it exceed Super Bowl benchmarks for memorability and social power. Time and The Washington Post also identified it as one of the game’s notable commercials.
The ad succeeds because the movie reference is not merely decorative. It reassigns the famous reaction from the original scene to a sandwich made with Hellmann’s mayonnaise. The cultural reference attracts attention, while the product remains part of the joke and the payoff.
WeatherTech, “Whatever Comes Your Way”
Ipsos named WeatherTech’s “Whatever Comes Your Way” the most Super Bowl-worthy commercial in its Understood the Assignment category. The ad moved away from WeatherTech’s more conventional product-focused style and used “wild grannies” as its comic device.
That change in tone gave the brand the larger-than-life energy expected from a Super Bowl spot. At the same time, the humor remained connected to WeatherTech’s practical identity: protection and preparedness for whatever a customer’s vehicle encounters. It is a good example of a brand expanding its creative range without abandoning its basic promise.
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Mountain Dew, “Kiss From a Lime”
Mountain Dew’s “Kiss From a Lime” turned singer Seal into an animated seal singing a parody of “Kiss from a Rose” alongside Becky G. Ipsos called it a Second-Screen Sensation, reporting social-power performance in the top 5% of its Creative|Spark database. Adweek and the Associated Press also treated the Seal-as-seal concept as one of the defining visual and musical moments of the game.
It is among the most memorable ads of Super Bowl 2025, but it is also one of the most polarizing. The concept is so strange that some viewers may remember the animated seal more clearly than the beverage. That can be an advantage for social replay and a weakness for persuasion. Mountain Dew earned attention, conversation, and recognition, but the ad demonstrates that memorability and product clarity are not identical goals.
The strongest lowlights: the worst commercials of Super Bowl 2025
Tubi, “The Z-Suite”
Tubi is the clearest candidate for the worst commercial when audience ranking and critical reaction are considered together. USA TODAY’s Ad Meter placed Tubi’s 15-second “The Z-Suite” at the bottom of its ranking of 57 national commercials. CBS News also selected Tubi as its worst Super Bowl commercial, while other coverage described Tubi’s flesh-hat and Gen Z-oriented work as confusing or bewildering.
The problem was not simply that the ad was unconventional. Tubi has previously used disruptive, conversation-generating advertising effectively. The issue was that the interruption appeared to overpower the service proposition. Viewers could remember that something strange had happened without retaining why Tubi was worth using.
That is a crucial distinction for stunt advertising. Confusion can produce attention, but attention is only useful when it eventually resolves into brand recognition, a product benefit, or a reason to act. In this case, the creative risk seems to have made the brand proposition less clear at the moment viewers needed to remember it.
Coffee mate, “Foam Diva” and “Tongue Party”
Coffee mate’s first Super Bowl commercial promoted cold-foam creamer with a dancing or animated tongue and singer Shania Twain. USA TODAY’s Ad Meter placed Coffee mate near the bottom of its 57-ad ranking, CBS News included it among the year’s worst spots, and EDO’s engagement measurement also put Coffee mate toward the low end of its ranking.
The ad certainly attracted attention, but its central metaphor was difficult for many viewers to find appetizing. The tongue character competed with the cold-foam product rather than clarifying what the product did or why someone would want it. This is the inverse of the Little Caesars and Pringles approach: the visual joke was prominent, but the connection between the joke and the product benefit was less intuitive.
Fetch: a bottom-three finisher
Fetch also finished among the bottom three commercials in USA TODAY’s Ad Meter, alongside Tubi and Coffee mate. That makes it a quantitative lowlight, but the available research does not provide enough primary material to diagnose the creative execution responsibly.
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The appropriate conclusion is limited: Fetch received one of the lowest audience scores among the 57 national commercials measured. That does not prove the spot was universally disliked, demonstrate that it damaged the brand, or establish exactly which creative decision caused the low result.
Mountain Dew was polarizing, not simply bad
Mountain Dew deserves its own category rather than being forced into either the best or worst list. “Kiss From a Lime” was weird enough to unsettle some viewers, and critics who disliked it may reasonably argue that the animated seal overwhelmed the product message. However, Ipsos measured strong social power, and the ad performed particularly well as a second-screen conversation.
The fairest assessment is that Mountain Dew won at memorability and social discussion while risking a loss in clarity and broad appeal. It is a creative success if the objective was to create an unmistakable, replayable moment. It is less secure if the objective was to communicate a specific product benefit quickly and persuasively.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What Super Bowl 2025 commercials had in common
The 2025 commercial class leaned heavily on nostalgia, comedy, celebrity casting, recognizable brand assets, and carefully controlled emotional or purpose-led messaging. NPR described the overall field as emphasizing familiar Super Bowl themes including nostalgia, humor, celebrities, patriotism, and human-interest emotion. The Associated Press similarly reported that advertisers relied on celebrities, established advertising icons, nostalgia, artificial intelligence, and safer messaging.
Nostalgia remained a reliable shortcut
Hellmann’s demonstrated how a familiar cultural reference can reduce the amount of explanation an ad needs. Viewers already understood the scene from When Harry Met Sally…, allowing the commercial to spend its limited time modifying the reference for the brand.
Established assets outperformed borrowed attention
Budweiser’s Clydesdales, Pringles’ mustaches, and the distinctive visual devices in the Little Caesars spot all gave their brands something ownable. Celebrities can generate attention, but an ad is more valuable when viewers remember the celebrity and the advertiser together.
AI worked better when it served a human story
Google Pixel’s “Dream Job” was the strongest AI-centered example in the research because it demonstrated a recognizable use case. OpenAI also made its Super Bowl debut, making artificial intelligence a visible part of the night’s advertising conversation. The broader lesson is that technology claims become more persuasive when viewers can understand the person, problem, and benefit involved.
Shock and weirdness needed a clear payoff
Mountain Dew and Tubi illustrate two very different results from unusual creative. Mountain Dew’s oddity produced measurable social conversation and strong second-screen performance. Tubi’s interruption, by contrast, was criticized for leaving the product proposition unclear. The difference is not whether an ad is strange; it is whether the strangeness eventually pays off for the brand.
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How to interpret the rankings
There is no single objective ranking of Super Bowl commercials. Each major measurement system answers a different question:
- USA TODAY’s Ad Meter: Which commercials did participating viewers rate most highly? Budweiser won, while Tubi, Coffee mate, and Fetch occupied the bottom three positions among the 57 national spots measured.
- Ipsos Creative Excellence: Which ads showed signs of effectiveness across dimensions such as sales potential, brand equity, perception change, memorability, and social conversation? Its category winners included Budweiser, Nike, Google Pixel, Hellmann’s, WeatherTech, Little Caesars, Pringles, and Mountain Dew.
- EDO engagement measurement: Which commercials prompted immediate online behavior, including searches and visits to brand websites? T-Mobile led this ranking, with Ram’s “Goldilocks & the Three Trucks” also near the top.
These results should not be collapsed into one claim. A high level of immediate search activity does not prove purchase intent. A low Ad Meter score does not prove that an ad harmed sales. Social buzz does not automatically equal brand favorability. The metrics are most useful when read together.
Final ranking
- Budweiser, “First Delivery” — the best overall combination of audience response, emotional clarity, and brand ownership.
- Little Caesars, “Whoa!” — a compact product joke with strong visual memorability.
- Pringles, “Call of the Mustaches” — a simple, highly ownable brand premise.
- Nike, “So Win” — the strongest purpose-led and socially consequential execution.
- Google Pixel, “Dream Job” — the most effective human-centered AI demonstration.
- Hellmann’s, “When Sally Met Hellmann’s” — nostalgia that kept the product in the punchline.
- WeatherTech, “Whatever Comes Your Way” — a broad Super Bowl idea tied to a practical brand promise.
- Mountain Dew, “Kiss From a Lime” — perhaps the night’s most unforgettable and divisive stunt.
Worst overall: Tubi’s “The Z-Suite,” based on its last-place Ad Meter result and the critical response that it prioritized confusion over a clear reason to use the service.
Most obvious product-message mismatch: Coffee mate’s “Foam Diva” and “Tongue Party,” whose tongue imagery attracted attention without making the cold-foam proposition especially appetizing or clear.
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Most difficult to assess beyond the score: Fetch, which finished in the bottom three but lacks enough evidence in the available research for a confident creative diagnosis.
Frequently Asked Questions
What was the best Super Bowl commercial of 2025?
Budweiser’s “First Delivery” is the strongest overall choice. It won USA TODAY’s 2025 Ad Meter and was also recognized by Ipsos for its effective use of the Budweiser Clydesdales brand asset.
What was the worst Super Bowl commercial of 2025?
Tubi’s 15-second “The Z-Suite” is the clearest lowlight when audience ranking and critical reaction are combined. It finished last among 57 national commercials in USA TODAY’s Ad Meter and was criticized for confusing viewers instead of clearly communicating Tubi’s service.
Was Mountain Dew’s Seal commercial one of the best or worst ads?
It was polarizing rather than an unqualified success or failure. “Kiss From a Lime” performed strongly in social and second-screen measures, but some viewers found the animated Seal-as-seal concept distracting or unsettling. Its memorability was stronger than its product clarity.
Why do different Super Bowl commercial rankings disagree?
They measure different outcomes. USA TODAY’s Ad Meter captures audience evaluations, Ipsos evaluates creative effectiveness across several business-linked dimensions, and EDO tracks immediate online engagement such as searches and brand-site visits. None of those metrics alone proves sales impact.
The Bottom Line
Budweiser’s “First Delivery” was the best all-around Super Bowl commercial of 2025 because it connected a clear emotional story to an unmistakable brand asset and won both the USA TODAY audience vote and Ipsos’ brand-asset assessment. Tubi’s “The Z-Suite” was the clearest failure because its disruptive execution made the service harder to understand. The larger lesson from Super Bowl LIX is straightforward: unusual ideas can win attention, but the strongest commercials made the joke, emotion, celebrity, or technology serve the brand rather than replace it.
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