Super Bowl LIX: Infillion’s Take On This Year’s Ads

In 2013, Beyoncé’s halftime show was so electrifying that it plunged the Superdome into darkness. Oreo’s now-legendary “You can still dunk in the dark” tweet set a new bar for real-time marketing and second-screen engagement that is now par for the course. Fast forward to 2025, and we’re experiencing the Super Bowl through our second screens and social media channels more than ever. While no lights went out this time, brands were still fighting for the brightest spotlight—on TV, social, and beyond.

Super Bowl 59 delivered on all fronts: a Kansas City Chiefs vs. Philadelphia Eagles rematch that saw the Eagles claim revenge and their second Super Bowl victory, a Kendrick Lamar + SZA halftime show and pre-show festivities infused with the sounds of New Orleans, and an advertising lineup that leaned heavily into AI, nostalgia, celebrity cameos, and in-stadium and at home second-screen engagement.

So, who won the ad game? Let’s break down the biggest trends from Super Bowl 2025’s commercials.

AI Takes Over Again

Super Bowl advertising has always been a reflection of cultural and economic shifts. In 2022, crypto brands dominated the conversation, most notably with FTX’s now-infamous Larry David ad. But while crypto ads leaned into hype, this year, AI ads took a more practical approach—showcasing real-world applications, addressing consumer skepticism, and demonstrating the value of human creativity.

One of the biggest players in the game, OpenAI, made its Super Bowl debut with an ad created entirely by humans.“We want the message to feel relevant to the audience that is watching the Super Bowl, which includes tens of millions of people who have no familiarity with AI,” said OpenAI CMO Kate Rouch in an interview with The Verge. “This is a celebration of human creativity and an extension of human creativity.”

Other major brands, including Google, Microsoft, Coca-Cola, and even Ms. Piggy, joined in on the AI conversation. GoDaddy turned to actor Walton Goggins, to show viewers how to use GoDaddy Airo to create a website for his business, Walton Goggins Goggle Glasses.

Most brands avoided using generative AI in their creative, likely a response to the backlash some brands have faced when they have done so lately. “Super Bowl advertisers are wisely avoiding using AI to develop their actual ads,” said Charles R. Taylor, Professor of Marketing at the Villanova School of Business, in an interview with MediaPost. “This is because of consumer sensitivity to the ‘dark side’ of AI and deepfakes, as well as potential privacy issues.”

At Infillion, we amplify AI-centric campaigns through human creativity—check out our Intel AI-driven shoppable engagement, which swept multiple honors at the IAC Awards last year.

Celebrities Fought For Attention

With the world feeling increasingly chaotic, brands doubled down on nostalgia marketing and celebrity cameos to create memorable attention-grabbing moments.

This year’s ad lineup was packed with too many Hollywood A-listers and pop culture icons to count. Here are a few of our favorites:

• Hellmann’s turned to Meg Ryan and Billy Crystal to recreate an iconic When Harry Met Sally scene for “When Sally Met Hellmann’s.”
• Dunkin’ Donuts brought Ben Affleck, Casey Affleck and Jeremy Strong together in a sequel to last year’s spot Dunkings 2.
• Instacart featured every single food mascot imaginable—from the Kool-Aid Man to The Jolly Green Giant—for its “We’re Here” campaign.

Whether it was reviving beloved characters, rebooting classic jingles, or tapping into sports history, brands used nostalgia and star power to grab viewers’ attention in the present.

Purpose-Driven Messaging Reigned Supreme

Super Bowl 59 saw a surge in purpose-driven and faith-based advertising:

• Patriots owner Robert Kraft’s Foundation to Combat Antisemitism enlisted Tom Brady and Snoop Dogg for its second Super Bowl ad.
• The “He Gets Us” campaign returned for its third consecutive year, leaning into themes of greatness and biblical teachings.

Many brands also championed women’s sports and empowerment:

• Nike’s ad featured top female athletes, including Caitlin Clark and Sha’Carri Richardson.
• The NFL promoted female flag football leagues, encouraging more young girls to join the sport.
• Dove continued its #KeepHerConfident campaign, advocating for girls in sports.

Purpose-based messages, whether they’re rooted in faith or social justice (or both), can be difficult to tell with even the catchiest slogan. At Infillion, we help amplify positive messaging through interactive storytelling – check out what we built for Nike’s International Women’s Day campaign.

Second-Screen & In-Stadium Engagement Took Center Stage

With 80% of sports fans saying they use a second screen while watching live sports, the most successful brands extended their campaigns beyond the TV spot.

• QR codes were baked into multiple ads, encouraging fans to engage digitally and powered donations to good causes – especially around LA Fire relief and NOLA Strong.
• Yahoo’s spot featured a prompt to email Bill Murray, creating a fun, interactive brand moment.
• AngelSoft introduced a bathroom break halftime show countdown, playing off a real Super Bowl dilemma at home.

One of the biggest surprises? Rocket Mortgage’s “Country Road” spot, which integrated the stadium audience into the ad itself.

When the broadcast returned to the game, over 65,000 fans at Caesars Superdome spontaneously broke into a live rendition of John Denver’s anthem that closed the ad—turning an ad into a real-time, in-stadium audience experience.

Final Takeaway: Who Really Won Super Bowl 2025?

Sure, the Eagles lifted the Lombardi Trophy, but the brands that truly won were the ones that understood that the modern Super Bowl experience isn’t just about one ad—it’s about an ecosystem of engagement.

From AI-powered storytelling to in-stadium creativity and a multi-platform approach that goes beyond the game, Super Bowl 59 proved once again that the best campaigns don’t just air on TV—they live across screens, social feeds, and real-world experiences.

Maximizing Your Super Bowl Investment with Infillion

A Super Bowl ad doesn’t end when the game does. Infillion’s Super Bowl Digital Extension Package allows brands to continue the conversation with audiences long after the final whistle:

📈 Post-Super Bowl Amplification – Retarget audiences who engaged with your ad, ensuring your brand stays top of mind even after game day.

🎥 Interactive Video Experiences – Use rich media, opt-in storytelling, and gamified ads to maximize engagement across mobile, CTV, and premium streaming.

💡 TrueX Engagement Advertising – Guarantee audience interactions with opt-in experiences that drive real brand exploration.

🏟️ Immersive Stadium Experiences – Engage the live crowd with in-venue, high-impact advertising across America’s largest live sports network.

Ready to extend your Super Bowl impact? Infillion can help make your ad investment last beyond game day. Let’s talk.