Marketing Students Review Super Bowl Ads 2025
Monday, February 10, 2025
When it comes to the Super Bowl, it’s the commercials, not the game, that take center stage for some Carlson School students.
Master of Marketing students—Sophia Sailer, Pooja Singh, and Jay Sander—closely watched the ads from Super Bowl LIX to see which brands stood out and which missed the mark. They shared their insights about the commercials during the big game:
Overall Thoughts
“This year’s Super Bowl ads leaned heavily on humor, celebrity appearances, and nostalgia-driven references to capture audience attention,” said Singh. “Brands seemed eager to make viewers smile or feel a sense of recognition, but not all succeeded in making a lasting impact.”
“Most advertisements relied on emotional tactics, which if effective, showcased strong messages relating to a brand,” said Sailer. “Many of these commercials were serious, reflecting current events and themes from the past year.”
“Celebrities galore,” said Sander. “You had the usual suspects like Matthew McConaughey, Martha Stewart, and Pete Davidson but some surprising celebs turned up like Willem Dafoe, Michael Shannon, and Harrison Ford. The latter celebrity cameos made their corresponding ads more memorable and brands should consider broadening their horizons when it comes to finding spokespeople.”
The Highs
Instacart
“This ad leaned into the power of nostalgia and pop culture references, assembling an Avengers-like team of commercial mascots, from Mr. Clean to the Energizer Bunny,” said Singh. “While it wasn’t necessarily the most groundbreaking ad, it perfectly captured what makes a Super Bowl commercial effective—fun, fast-paced, and packed with Easter eggs that had viewers rewinding to catch every character.”
Jeep
“Many companies try to present themselves in an authentic, heartfelt light but usually it comes off as cheesy and, ironically, deceptive," said Sander. "Jeep didn’t have this problem because they got one of America’s most beloved and bona fide actors, Harrison Ford, to represent them. This ad masterfully blended tasteful patriotism and a reflection on life’s journey to make one of the most charming commercials of the night."
Dove
“'These Legs' is a short but nostalgic moment in a sea of celebrities,” said Sailer. “For parents, this short story is either a wonderful memory or a powerful premonition to what being or having a little girl is like.”
The Lows
Coffee Mate
“The exaggerated licking and singing felt awkward and had audiences questioning what they just watched rather than remembering the product,” said Singh. “Sometimes, weird works, but in this case, it just didn’t land.”
Dunkin’
“This high-production and high-budget commercial, featuring Ben Affleck, Casey Affleck, Jeremy Strong, Bill Belichick, and Druski was hard to navigate,” said Sailer. “The storyline was hazy and unfruitful.”
Tubi
“Cowboy hats made out of flesh… need I say more? This ad falls into a tragic middle-area of being gross but not memorable,” said Sander.