The Super Bowl isn’t just about touchdowns—it’s a stage where brands bring their A-game with the most creative, emotional, and downright unforgettable commercials of the year. From nostalgic throwbacks to celebrity-packed spectacles, Super Bowl 2025 delivered a lineup of ads that entertained, surprised, and sparked conversations.

At Entropik, we put these commercials to the test using our consumer research platform, Decode, to analyze real audience reactions—measuring engagement, attention, and overall impact. Which brands scored big with consumers? And which ads fumbled? Let’s dive into the data-driven insights behind this year’s most talked-about Super Bowl commercials.

Super Bowl 2025: The Ads That Made Us Laugh, Cry, and Cheer

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1. Michelob ULTRA

The Michelob Ultra Super Bowl 2025 ad, “You Can’t Out-Hustle a Hustler,” features Willem Dafoe as a wise bartender watching intense sports matchups unfold. Athletes like WNBA star Sabrina Ionescu, NFL legend Randy Moss, and Olympic shot putter Ryan Crouser face off in unexpected ways, all while Catherine O’Hara adds her signature flair. The ad highlights the spirit of competition, hustle, and skill—perfectly aligning with Michelob Ultra’s branding of performance and enjoyment. With slick cinematography and a playful tone, the commercial keeps viewers engaged while reinforcing the brand’s energetic, sporty identity.

Decode's analysis showed that the ad evoked a fascinating range of positive emotions, from delight to a sense of wonder. The report below further highlights its strong performance in capturing audience attention and engagement.

2. Coors Light

Coors Light’s “Case of the Mondays” Super Bowl 2025 ad humorously captures the post-game sluggishness many feel. Starring Timothy Simons, the ad follows him struggling to deliver a simple line on a sitcom set, fumbling multiple takes and getting distracted. The director pulls him aside, asking if he has a “case of the Mondays.” Simons denies it, but the director hands him a Coors Light and replaces him with another actor who nails the line instantly. Simons concedes, “That guy’s really good.” The campaign extended beyond the ad, featuring a limited-edition “Mondays Light” beer case, exclusive merch, and viral moments like the Chill Face Roller.

A complex mix of happiness, intrigue, and a touch of warmth characterized viewer reactions to the ad, according to Decode's analysis. The ad also performed well in terms of audience attention and engagement, as detailed below.

3. Taco Bell

In the Taco Bell 2025 Big Game Teaser, Doja Cat adds a playful twist by trying to sneak into the spotlight alongside real Taco Bell fans. As fans eagerly anticipate their moment on screen, Doja Cat hilariously photobombs, attempting to steal their thunder. With her signature humor and quirky antics, Doja’s unexpected cameo leaves viewers laughing, setting the stage for the full Super Bowl ad. This teaser builds anticipation, teasing the fun-filled moments Taco Bell fans can expect when they take center stage in the campaign.

Decode's analysis captured the ad's complex emotional impact, revealing a spectrum of positive feelings, including joy and surprise, in viewer responses. The report below provides more information on its impressive attention and engagement scores.

4. Hellman’s 

In Hellmann’s 2025 Super Bowl ad, nostalgia meets humor as Meg Ryan and Billy Crystal reunite to recreate the iconic diner scene from When Harry Met Sally—but with a delicious twist. This time, the focus is a turkey sandwich, made perfect with a dramatic squeeze of Hellmann’s mayo. The entire deli reacts, setting up Sydney Sweeney to deliver the legendary line, “I’ll have what she’s having.” Shot at Katz’s Deli, the ad celebrates the film’s 35th anniversary while highlighting Hellmann’s role in elevating sandwiches. With rom-com nostalgia, celebrity cameos, and comedic timing, this ad becomes a Super Bowl standout.

The ad triggered a complex emotional cocktail of joy, amusement, and a touch of nostalgia, as Decode's analysis reveals. Its performance in attention and engagement was also notable, as detailed below.

5. Doritos

In Doritos' 2025 Super Bowl ad, NFL Focus Groups, stars Patrick Mahomes, Chris Jones, Creed Humphrey, and Xavier Worthy, along with their mascot KC Wolf, participate in a comical focus group to choose the brand's next Super Bowl spot. As they watch and critique various Doritos commercials, they engage in playful debates, while KC Wolf amusingly distracts himself with doodles. The ad promotes the Crash the Super Bowl contest, where fans can vote for their favorite ad to air during Super Bowl LIX. The winning commercial, “Abduction,” features a humorous alien encounter over a bag of Doritos.

Decode's analysis showed that the ad evoked a fascinating range of positive emotions, from delight to a sense of wonder. The report below further highlights its strong performance in capturing audience attention and engagement.

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6. Bud Light

Bud Light’s 2025 Super Bowl ad, Big Men on Cul-de-Sac, brings humor and relatability to the forefront. The spot features a group of large, tough-looking men gathered in a suburban cul-de-sac, enjoying Bud Light’s “Easy to Drink, Easy to Enjoy” message. As they share beers, their intimidating presence is hilariously contrasted by their laid-back, friendly vibe, showing that real strength lies in enjoying life’s simple pleasures. With a playful twist, the ad reinforces Bud Light’s approachable, easygoing nature, making it a standout during the Super Bowl with its mix of humor, charm, and refreshing simplicity.

Decode's analysis demonstrates the complex emotional landscape evoked by the ad, spanning from delight and amusement to a feeling of warmth. The report below further illustrates its success in capturing attention and driving engagement.

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7. NerdWallet

NerdWallet’s 2025 Super Bowl teaser ad, Did You Say Something?, introduces the quirky character of Beluga, a seemingly quiet, yet clever figure who communicates through unexpected moments of silence. In the teaser, Beluga subtly steals the show as viewers are left wondering if they missed something important. The ad sets the stage for the full commercial, highlighting NerdWallet’s focus on providing smart financial advice in a fun and engaging way. With humor and a touch of mystery, the teaser promises a refreshing twist on financial literacy during the Super Bowl, leaving fans excited for more.

The ad's emotional impact was multifaceted, eliciting joy, surprise, and a sense of connection, as shown by Decode's analysis. Its performance in attention and engagement is further detailed in the report below.

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8. Uber Eats

In Uber Eats' 2025 Super Bowl ad, Matthew McConaughey humorously channels legendary Chicago Bears coach Mike Ditka. The teaser shows McConaughey, dressed in Ditka's signature attire, practicing the iconic "Da Bears" chant in front of a mirror. This comedic portrayal sets the stage for the full commercial, which aired during Super Bowl LIX on February 9, 2025. The ad features McConaughey, along with celebrities like Martha Stewart, Charli XCX, Kevin Bacon, and Greta Gerwig, exploring a humorous conspiracy theory about football's true purpose: to sell food. The commercial's playful approach and star-studded cast contributed to its popularity during Super Bowl LIX.

Decode's analysis showed that the ad evoked a fascinating duality of emotions: happiness and contempt. The report below further highlights its strong performance in capturing audience attention and engagement.

9. Bosch

In Bosch's 2025 Super Bowl ad, Pickle Jar, Antonio Banderas and "Macho Man" Randy Savage team up to tackle a stubborn pickle jar. Banderas effortlessly opens the jar, prompting Savage to thank him and call him a "real friend." Banderas responds, "Don't thank me; thank Bosch for putting us in the same Big Game commercial together." This humorous interaction highlights Bosch's innovative products and sets the stage for their full Super Bowl commercial. 

The ad elicited a mix of strong emotions, including joy and surprise, a complex reaction that Decode was able to capture. Beyond the emotional impact, the spot also scored impressively in terms of audience attention and engagement, as detailed in the report below.

10. FCAS 

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The "No Reason to Hate" Super Bowl LIX ad, funded by Robert Kraft's Foundation to Combat Antisemitism, features Tom Brady and Snoop Dogg highlighting the absurdity of baseless hate. Through exaggerated statements, they expose the irrationality of prejudice, concluding with the message: "The reasons for hate are as stupid as they sound." While aiming to promote unity, the ad faced criticism for not explicitly addressing rising antisemitism. Some found the casting and tone shift forced, but the foundation defends its broader anti-hate mission. The ad encourages viewers to reflect on prejudice and embrace empathy.

Decode's analysis revealed a complex emotional response to the ad, eliciting both happiness and contempt. The spot also scored highly in audience attention and engagement, as detailed in the report below.

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Key Highlights:

• Super Bowl 2025 Ads Captivate Audiences – This year’s commercials delivered a mix of humor, nostalgia, and star-studded moments, making for an unforgettable lineup.

• Decode’s AI-Powered Insights – Using facial coding, eye tracking, and voice analysis, Decode measured real-time audience reactions, uncovering key engagement drivers.

• Top Performers in Attention & Engagement – Brands like Michelob Ultra, Coors Light, Taco Bell, Hellmann’s, and Doritos stood out with strong emotional connections and high engagement.

• Celebrity Power & Comedy Shine – Ads from Bud Light, Uber Eats, and Bosch leveraged humor and A-list personalities to hold viewers’ attention.

• Cause-Driven Ads Spark Mixed Reactions – The "No Reason to Hate" campaign generated both positive and skeptical responses, highli¯ghting the complexities of purpose-driven messaging.

• What We Learned – Emotionally charged storytelling and interactive elements boosted engagement, while ads with forced messaging or misalignment with audience expectations struggled to connect.

Super Bowl 2025 delivered a spectacle not just on the field, but also through its star-studded, nostalgia-driven ads that kept audiences hooked. Using AI-powered insights, Decode uncovered what truly resonated—humor, emotional storytelling, and interactive elements. Brands like Michelob Ultra, Doritos, and Taco Bell excelled in engagement, while Bud Light and Uber Eats used celebrity charm to hold attention. However, cause-driven ads, like "No Reason to Hate," sparked mixed reactions, proving that purpose-led messaging must align with audience expectations.

The biggest takeaway? Authenticity, entertainment, and emotional connection remain the ultimate playmakers in advertising.

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