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The Super Bowl has long been considered the ultimate stage for brands to showcase their most creative (and expensive) ad campaigns of the year. While it might not be the most-watched live sporting event globally, barely cracking the top 10 in fact, the sheer spectacle, combined with the undeniable importance of the U.S. market, cements its status as the most marketable event on the calendar.
As the Philadelphia Eagles got their revenge on the Kansas City Chiefs, brands were breaking records off the field, shelling out a jaw-dropping $8 million for a single 30-second ad slot. This year, themes of nostalgia, humour, empowerment, and innovation dominated, with a parade of A-list celebrities strategically enlisted to capture attention far beyond the estimated 120 million global viewers.
So, which brands cut through the noise and made the biggest impact? Here’s our take on the standout campaigns from Super Bowl LIX.
Nostalgia: Hellmann’s strikes gold again
Hellmann’s delivered again at Super Bowl LIX, having already hit the mark with their memorable “Mayo Cat” ad from last year. This time, they perfectly blended humour and nostalgia with a nod to the 1989 cult classic When Harry Met Sally.
MMeg Ryan and Billy Crystal returned to the Katz’s Deli to recreate the iconic "I'll have what she's having" scene with a twist. Named “When Sally met Hellmann’s”, the ad struck nostalgic gold with the Gen X and Millennial audience, while Sydney Sweeney’s appearance gave it that additional Gen Z appeal to really hit a wide range of audiences.
Humour: WeatherTech’s Grannies Gone Wild
WeatherTech has been a Super Bowl staple for over a decade, but this year’s Golden Girls meets Born to Be Wild spot was an unexpected standout.
Directed by Joseph Kahn, best known for creating several Taylor Swift music videos, the ad featured a group of fearless grandmothers tearing up the town in their cars, reinforcing WeatherTech’s position as an all-American brand. The quirky, high-energy humour made it one of the most memorable ads of the night.
Empowerment: Nike challenges outdate narratives
When it comes to branding, Nike was the undisputed MVP of the Super Bowl, earning more screen time than any other brand during the game. But beyond visibility, their So Win. campaign made a real impact.
With a $16 million, 60-second spot, Nike challenged outdated narratives about women in sports. Featuring powerhouse athletes like gymnast Jordan Chiles, track sprinter Sha’Carri Richardson, soccer star Sophia Smith, and tennis phenom Aryna Sabalenka, the ad drove home a clear message: women in sports have no limits. A bold, well-executed campaign that felt culturally significant.
Innovation: Google’s AI Goes Emotional
No Super Bowl would be complete without a nod to the hottest trend in tech right now, AI. Google’s Dream Job campaign took a heartfelt approach, centring on a father using Gemini Live to help him apply for a job and, later, navigate fatherhood.
By focusing on AI’s role in everyday life rather than its technological complexity, Google successfully humanised its AI platform. This strategy made the ad feel less about the software and more about the people it serves. A smart move in an era where AI can sometimes feel intimidating or impersonal.
