By Cap Puckhaber, Founder of Black Diamond Marketing Solutions, Reno, Nevada
I’m Cap Puckhaber, a marketing professional, amateur investor, part-time blogger and outdoor enthusiast. Today we break down some of the hits and misses from Super Bowl ads.
The Super Bowl is more than just a football game—it’s a major event for advertisers to showcase their products to millions of viewers. Every year, brands pull out all the stops, creating memorable, funny, and sometimes emotional ads to capture attention. This year’s Super Bowl was no different, with companies like Bud Light, M&M’s, and Amazon leading the charge. But, as with any year, some ads really connected with the audience. Others, however, fell flat. Here’s a look at the most popular and least popular ads from Super Bowl 2025. We’ll explore what made them stand out.
The Most Popular Ads
- Bud Light: “The Return of the King” Bud Light made waves this year with a nostalgic, cinematic ad featuring the return of a beloved character: the King. The ad, titled “The Return of the King,” featured actor Bryan Cranston reprising his iconic role as the beer-loving monarch. Set in a medieval kingdom, Cranston’s King is seen returning from a long absence. He aims to reclaim his throne. The humor, mixed with the classic Bud Light charm, hit the mark with audiences. The ad resonated because of its use of humor and nostalgia. It also tapped into the long-running Bud Light brand image.What worked: Humor and a familiar face made the ad both memorable and fun. This generated positive reactions across social media. According to data from Ad Meter, Bud Light’s commercial was among the top-rated. Over 85% of viewers said they would recommend the ad to a friend.
- M&M’s: “Candy With a Purpose” In another emotional ad, M&M’s took a more heartfelt route this year. They featured an animated version of their classic candy characters coming to life. In the ad, they navigate the challenges of being “just candy” and strive to make a bigger impact in the world. The message was about inclusion and purpose. Furthermore, the candies came together to stand up for a cause—ending hunger. The commercial featured several famous voices, including Maya Rudolph and Tom Hanks.What worked: The ad was widely praised for its heartwarming message. Also, clever use of animated characters helped. Data from Nielsen’s brand engagement tracker showed M&M’s ad saw an uptick in positive brand sentiment. There was a 20% increase in consumer intent to purchase after viewing.
E-Commerce Ads
- Amazon: “The Future of Home” Amazon’s Super Bowl ad showcased its smart home devices in a futuristic, dystopian setting. The ad followed a family whose entire home was controlled by Amazon’s Alexa. It took convenience to a new level. However, things get a little out of hand when the system begins taking over too much of the family’s life. The ad featured a cameo by actor Jeff Goldblum. His quirky persona added a layer of humor.What worked: The combination of humor and futuristic tech resonated with viewers. The ad ranked highly in post-Super Bowl polls. Many praised its creative take on what the future of home automation could look like. Amazon’s ad also ranked as one of the top ads by brand recall. 78% of viewers remembered the commercial.
The Least Popular Ads
- PepsiCo: “The New Flavor” Pepsi’s attempt to introduce a new flavor didn’t quite hit the mark. The ad featured a quirky storyline about a mad scientist creating “the next big thing” in soda. It was overly complex and lacked the humor or emotional connection viewers expected. Despite featuring a well-known celebrity, the plot was confusing. It didn’t generate much excitement on social media.What went wrong: The ad was rated poorly by audiences on social media platforms. Many commented that it felt forced and too weird. According to research from YouGov, Pepsi’s ad scored in the lower 20th percentile for brand recall and engagement.
- Subway: “The Impossible Sandwich” Subway’s ad was all about their new plant-based sandwich. However, the commercial was criticized for feeling too product-focused without any clear narrative. Featuring actor John Cena, the ad showed him eating the sandwich in a variety of increasingly odd situations. While Cena’s presence did bring some star power, the execution was underwhelming. It didn’t do enough to drive engagement.What went wrong: The ad didn’t do a great job connecting with the audience on an emotional level. Viewers felt like it was too product-centric and failed to deliver a compelling message. It ranked in the bottom half of Super Bowl ad rankings, according to Brandwatch data.
The History of Super Bowl Ads and This Year’s Cost
Super Bowl commercials have become a cultural phenomenon, known for their big-budget, star-studded approaches to advertising. Since the first Super Bowl in 1967, advertisers have used the platform to reach the biggest audience of the year. Over time, these commercials have evolved from simple product promotions to mini-movies, often featuring humor, heart, and celebrity cameos.
In 2025, the cost of a 30-second ad during the Super Bowl reached a staggering $7 million. This hefty price tag reflects not only the vast number of viewers. Over 100 million watched the game. It also highlights the high stakes of capturing consumer attention in such a competitive space.
Final Thoughts
In conclusion, this year’s Super Bowl ads showcased a mix of creativity, nostalgia, and humor. Brands like Bud Light, M&M’s, and Amazon led the way. While some ads, like Pepsi and Subway’s, missed the mark, others stood out for their ability to engage audiences and spark conversation. As always, the Super Bowl remains the ultimate stage for brands to make a lasting impression—if they get it right.
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About the Author
Cap Puckhaber is a marketing strategist, finance writer, and outdoor enthusiast. He writes across CapPuckhaber.com, TheHikingAdventures.com, SimpleFinanceBlog.com, and BlackDiamondMarketingSolutions.com. Follow him for honest, real-world advice backed by 20+ years of experience.
If you want to connect with Cap Puckhaber and see more of his insights on marketing, check out his LinkedIn profile where he shares regular updates and professional tips.
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