While the Chiefs and Eagles battled it out on the field during Super Bowl LIX, our favorite brands were duking it out during the commercial breaks to grab viewers' attention.
The 2025 Super Bowl saw brands investing unprecedented amounts in their advertising campaigns, with 30-second spots selling for $8 million each. These companies weren't just competing for immediate viewer engagement; they were vying for market share, brand recognition, and long-term consumer loyalty in an increasingly competitive marketplace.
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To understand the effectiveness of these substantial investments and what resonates with today's viewers, I conducted a survey of over 200 U.S. consumers. The study focused on their favorite advertisements from Super Bowl LIX across four major product categories, analyzing the elements that made certain commercials stand out in this premier advertising showcase.
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The Most Popular 2025 Super Bowl Ads, According to 200+ Viewers
Below, I’ll go over consumer favorites and takeaways that any marketer can leverage to fend off the biggest competition, even if you’re a small business video marketer.
Consumers' Favorite Food and Beverage Commercial Doritos - “Abduction”
Doritos demonstrated that simplicity can triumph over spectacle in advertising. Its standout commercial featured a relatable scenario with an unexpected twist: a homeowner engaging in a playful tug-of-war with extraterrestrial snack thieves attempting to abduct his bag.
While competitors in the food and beverage category opted for complex narratives and star-studded appearances, Doritos‘ straightforward yet imaginative and silly approach resonated strongly with viewers.
The ad’s clear message and humorous execution earned it top honors among 21% of survey respondents, proving that sometimes the most effective storytelling doesn't require elaborate plots or celebrity endorsements.
Consumers' Favorite Automobile Commercial
Jeep - “Owner's Manual” featuring Harrison Ford
Super Bowl viewers were captivated by Jeep's ad, which cleverly showcased its newest models in a subtle yet powerful way. With 34% of consumers citing this car ad as their favorite, the commercial didn’t necessarily focus on the cars themselves; instead, it highlighted a deeper message of relatability and unity.
By featuring the genuine and down-to-earth persona of one of Hollywood's most authentic actors, Jeep skillfully conveyed the essence of what it means to be “driven to be a hero.” The ad inspired audiences by emphasizing kindness and the importance of embracing differences, resonating with viewers on a personal level.
As Super Bowl advertising evolves, we see that success isn’t limited to humor alone. What's becoming increasingly clear is that advertisements that tap into emotions like optimism and unity are resonating deeply with viewers, particularly in our current climate of social and political polarization.
Consumers' Favorite Technology and eCommerce Commercial
ChatGPT - The Intelligence Age
Many people enjoyed the ChatGPT Super Bowl ad because it masterfully showcased the AI's diverse capabilities in a way that was both engaging and approachable. So much so that 20% of U.S. consumers thought it was their favorite tech ad of the evening.
Despite the challenge of capturing such a vast array of tasks in just 60 seconds, the advertisement employed visual metaphoric storytelling to introduce ChatGPT's capabilities to even those who aren't tech-savvy.
By breaking down the complexities of AI and presenting them in an accessible manner, the ad resonated with viewers who were curious about its real-world applications, crafting a memorable and impactful experience.
Consumers' Favorite Commercial Relating to Entertainment
Lilo & Stitch - Stitch Runs Loose At The Big Game
As a movie enthusiast and self-proclaimed lover of all things adorable, I was immediately drawn into the Lilo & Stitch live-action remake ad. Clearly, I wasn't alone in my enthusiasm as the commercial resonated strongly with viewers, with 33% of survey respondents ranking it as their favorite in the entertainment category.
I believe the advertisement‘s success stems from its remarkable ability to bridge generational gaps. For younger viewers, there’s the pure delight of watching Stitch — this mischievous alien character — interact with our “real world” in unexpected ways.
Meanwhile, for those of us who cherish memories of the 2002 original, seeing our old friend Stitch brought to life triggers a wonderful sense of nostalgia. This perfect blend of fresh wonder and fond memories makes the ad so universally appealing.
Takeaways for Video Marketers
The four ads above competed with dozens of other commercials aired during the big game. With such significant competition, what made them stand out? Here’s what consumers told me:
1. Simplicity can outperform complexity.
Marketers should focus on clear messaging and creative execution rather than overwhelming production elements. While ads like Dunkings 2 which featured many plot lines, celebrities, and jokes was well received, the top voted ads in our survey were straightforward and simple.
While you may be working with a much smaller budget than the brands above, you can still churn out humorous, quality ads with free tools like HubSpot's Clip Creator.
2. Multigenerational appeal is powerful.
There's value in creating content that resonates across age groups. By simultaneously engaging new viewers while triggering nostalgia in older audiences. Video marketers should consider how their content can create these dual layers of meaning and connection.
3. Give your content emotional range.
Half of the 2025 Super Bowl's most favored ads show that positive emotions like hope and unity can be equally effective, especially in divided times. Video marketers should consider diversifying their emotional approach beyond comedy.
Other notable mentions that make these Super Bowl ads, and ads in general, stand out to consumers include:
- Relatability and relevance of ads to their interests
- Originality and creativity
- Ads with a good message
Over to You
Consumers preferred ads from brands that used creativity, values, and entertainment to capture attention, and it paid off.
Yes, the Super Bowl is a costly event, but even without a million dollars, you can consider these themes and stay within your budget to create video content that caters to consumers and draws your audiences in.
Editor's note: This post was originally published in February 2022 and has been updated for comprehensiveness.
The State of Marketing in 2025
HubSpot's Annual Inbound Marketing Trends Report
- Top Marketing Channels
- AI in Marketing
- Managing Privacy
- The Future of Marketing
Download Free
All fields are required.
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