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Super Bowl LIX in context
The Kansas City Chiefs played the Philadelphia Eagles on February 9, 2025, at Caesars Superdome in New Orleans, Louisiana, according to iSpot’s Super Bowl event archive. Commercials shared the broadcast with a large slate of movie and television trailers, while brands also released digital-first videos aimed at viewers watching on YouTube and social platforms.
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Associated Press coverage by Dee-Ann Durbin and Mae Anderson described comedy and nostalgia as the dominant approaches, alongside celebrity pairings, women and girls in sport, health and unity messages, and pitches built around artificial intelligence. Those are reported creative patterns, not a census of every national, regional or online spot.
YouTube’s AdBlitz top ten
YouTube published its 2025 AdBlitz results on February 19. The ranking combined views, engagement, likes and shares measured at 12:00 a.m. Eastern Time on February 13. It is a measure of performance on YouTube, not a vote by all Super Bowl viewers or an objective quality ranking. Jeep’s “Owner’s Manual” took the top position.
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#1 Best Overall
| Order | Brand or studio | Spot or trailer | What it represents |
|---|---|---|---|
| 1 | Jeep | “Owner’s Manual,” with Harrison Ford | YouTube’s chart topper |
| 2 | Marvel Studios | Thunderbolts* Big Game trailer | Superhero-film anticipation |
| 3 | Pixel “Dream Job” | Technology storytelling | |
| 4 | Universal Studios | Jurassic World Rebirth official trailer | Digital trailer engagement; YouTube noted it did not air on television during the game |
| 5 | Disney | Lilo & Stitch, “Stitch Runs Loose At The Big Game” | Character-led family comedy |
| 6 | Michelob ULTRA | “The ULTRA Hustle” | Sports and celebrity humor |
| 7 | Bud Light | “Big Men on Cul-De-Sac” | Neighborhood comedy |
| 8 | Netflix | “You’re Not Ready | Next on Netflix 2025” | Digital-first entertainment promotion; YouTube noted it did not air on television during the game |
| 9 | Nike | “So Win” | Women’s sports and purpose-led branding |
| 10 | Stella Artois | “David & Dave: The Other David” | Celebrity and mistaken-identity comedy |
The inclusion of Netflix and Universal is important: a YouTube ranking can surface campaigns that generated online interest even when they were not broadcast in the game itself.
The ads that stood out for different reasons
Jeep’s “Owner’s Manual”
Harrison Ford gives Jeep’s top-ranked video a reflective, voice-led tone. Its first-place position means it won YouTube’s combined attention signals by the stated cutoff; it does not establish that it was the most effective commercial for sales or brand perception.
Nike’s “So Win”
Ipsos named Nike’s “So Win” its “Brand Purpose” winner and reported that it generated the highest volume of social mentions in the company’s Synthesio social-intelligence platform. Ipsos supplied no mention count, so the claim is a qualitative superlative rather than a published total.
Rank #2
Little Caesars’ “Whoa!” and Pringles’ “Call of the Mustaches”
Ipsos said both commercials landed in the top 1% of all Super Bowl ads tested using its CreativeISpark method. That designation applies to the ads’ measured performance in Ipsos testing; it does not mean they were the two highest-ranking commercials across every audience or metric.
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AP highlighted Budweiser’s story of a Clydesdale foal making its first delivery. The familiar horse imagery uses nostalgia and a simple narrative rather than a dense celebrity gag.
Hellmann’s reunion
Hellmann’s brought Meg Ryan and Billy Crystal back together, recalling When Harry Met Sally… AP identified the reunion as one of the night’s nostalgia-driven moments, using a recognizable cultural reference to make a mayonnaise message more entertaining.
Gordon Ramsay, Pete Davidson and HexClad
AP identified HexClad as the cookware advertiser in the Gordon Ramsay and Pete Davidson commercial. The reporting does not establish a specific cookware model, set, price or product test, so the spot is best treated as a celebrity-comedy example rather than a product recommendation.
What the major advertisers were trying to do
Anheuser-Busch’s five-brand presence
Anheuser-Busch said five brands appeared: Budweiser, Michelob ULTRA, Bud Light, Busch Light and Stella Artois. Its own February 6 account described an investment of five ads, three and a half minutes of national advertising and 30 seconds of regional advertising. Those figures describe the company’s campaign, not the entire Super Bowl advertising market.
Chief Commercial Officer Kyle Norrington framed the strategy this way: “A cultural moment like Super Bowl is when we truly show the world that no one can meet the moment like we can.” That is the advertiser’s stated ambition, not independent evidence of audience impact.
Rank #4
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PepsiCo’s portfolio approach
PepsiCo’s February 10 recap covered Doritos, Lay’s and Mountain Dew, explaining the creative thinking behind each campaign. The range shows how one parent company can use the same event for distinct brand voices: snack humor for Doritos, familiar food-and-family cues for Lay’s, and high-energy spectacle for Mountain Dew.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why the safest-looking ads still competed for attention
Marketing professor Tim Calkins of Northwestern University’s Kellogg School of Management captured the tension in AP’s coverage: “Everybody wants to be safe, but you also want to be interesting.” He added, “Safe advertising isn’t the advertising you notice or remember.” The 2025 lineup often resolved that tension through recognizable people, old television and film references, or an immediately legible joke rather than through controversial claims.
University of Virginia Darden professor Kimberly Whitler told AP that nostalgic references can broaden appeal across generations and connect products with positive cultural moments. That helps explain the visibility of reunions, legacy characters and familiar sports imagery alongside newer AI-themed concepts.
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A practical way to judge the “best” Super Bowl ads
- Platform response: Use YouTube’s views, engagement, likes and shares, with its February 13 cutoff, to identify what traveled online.
- Business effectiveness: Look for Ipsos measures covering sales, brand equity, changed perception and buzz. Its release names category winners, not one universal champion.
- Creative approach: Compare comedy, nostalgia, celebrity combinations, women’s sport, health, AI and unity as distinct strategies, not as a single score.
- Advertiser intent: Brand announcements explain campaign goals and investment, but they are not independent proof that consumers responded as intended.
Using those criteria produces different winners. Jeep led YouTube’s platform list; Nike led Ipsos’s Brand Purpose category and social-mention measure; Little Caesars and Pringles earned Ipsos’s top-1%-of-tested-ads result. None of those statements cancels out the others.
How much did Super Bowl advertising cost?
AP reported that some 30-second spots reached up to $8 million in 2025. That is a reported upper-end figure for certain placements, not a standard price paid by every advertiser. Campaign totals also vary because brands may buy regional time, create multiple ads, or release additional trailers and videos online.
Additional moments worth seeking out
Beyond YouTube’s ten, AP’s roundup mentioned commercials from WeatherTech, Coors Light, Mountain Dew, Ram Trucks, DoorDash, Nerds, Häagen-Dazs and Uber Eats. Anheuser-Busch’s other brand work included Busch Light, while PepsiCo’s portfolio added its Doritos, Lay’s and Mountain Dew executions. Together they show why no ten-item list can exhaust the game’s broadcast, regional and digital releases.
Video availability can change after the event, and studios or brands may replace uploads. When revisiting a spot, use the advertiser’s or studio’s verified channel and check that the upload is still accessible; the examples above are a representative selection, not an audit of every 2025 Super Bowl commercial or trailer.
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