The Super Bowl is known for its highly anticipated commercials, and this year’s game was no exception. Advertising experts from Seattle-based agency DNA&Stone shared their thoughts on the best and worst ads of Super Bowl LIX. Michael “Chuk” Boychuk and Matt McCain, founders of DNA&Stone, have over 25 years of experience in the advertising industry.
One quarter remains in Super Bowl LIX.
????: #SBLIX on FOX
????: Tubi + NFL app pic.twitter.com/YGcxuDYtmY— NFL (@NFL) February 10, 2025
Boychuk has led the launch of Prime Day and four Super Bowl campaigns, including 2018’s top-ranked ad.
Thirty seconds of airtime during the #SuperBowl can be game changing for brands.
CMU professor Minkyung Kim told @BusinessInsider: "They are trying to maximize this opportunity more than ever."https://t.co/8PCP0YeBEX
— Carnegie Mellon University (@CarnegieMellon) February 9, 2025
According to Boychuk, despite the game between Kansas City and Philadelphia being a “yawn,” roughly 203 million US adults tuned in, with 40% watching specifically for the commercials. A 30-second spot cost brands a record-breaking $8 million this year.
If there’s one thing I love more than the actual game, it’s the commercials! https://t.co/xrvZJtt2tw
— John Legere (@JohnLegere) February 10, 2025
Super Bowl ad winners and losers
The winners, as ranked by DNA&Stone, included Dove’s serious message based on data, a pharmaceutical ad that bravely put the spotlight on breasts, and a delightfully weird tongue commercial. On the other hand, the snoozers featured three Homes.com spots that spent $24 million on unfunny humor, a jumpsuit ad that was overstuffed with dialogue, and a cringe-worthy joke that should have been left in the past.
In a separate ranking, Budweiser’s “First Delivery” ad featuring the Clydesdales was named the best Super Bowl commercial of 2025, marking the brand’s ninth win. Lay’s heartwarming spot finished a close second, while Tubi’s 15-second ad was the lowest-ranked among the 57 national commercials. Other notable ads included Disney+’s “What If,” Universal Pictures’ “How To Train Your Dragon | Big Game Spot,” and a spot from Bosch.
This year’s Super Bowl commercials relied heavily on celebrity appearances and complicated silliness, with little room for simple, effective storytelling. Despite the lack of creativity, the ads still managed to capture the attention of millions of viewers.
