The Super Bowl isn’t just the biggest night in football—it’s the pinnacle of advertising innovation. With millions of eyes glued to the screen, brands compete to deliver commercials that entertain, inspire, and, most importantly, stick in consumers’ minds. But what makes these ads so powerful isn’t just their big-budget production value; it’s their lasting influence on advertising trends for years to come.
Why Super Bowl Ads Set the Tone for Marketing Trends
Super Bowl commercials often act as a crystal ball, giving marketers insight into the themes, humor styles, and cultural references that will dominate advertising for the next year (or longer). Whether it’s a heartwarming storytelling approach, nostalgic callbacks, or meme-worthy humor, these ads create ripple effects across digital and traditional marketing strategies.
Brands that pay attention to these commercials aren’t just watching for entertainment—they’re getting a front-row seat to the tactics that resonate most with consumers.
Recycled Greatness: When Ads Stick Around for Years
Some Super Bowl commercials don’t just make an impact on game night—they live on, shaping pop culture and being repurposed by brands and audiences alike. A few prime examples:
E-Trade’s Talking Baby (2008-2022) – First launched in 2008, the talking baby became an instant hit, making its return multiple times over the years due to its lasting appeal.
Budweiser’s “Whassup?” (1999-Present) – A simple, catchy phrase that turned into a cultural phenomenon, appearing in TV shows, memes, and even reappearing in ad campaigns decades later.
Old Spice’s “The Man Your Man Could Smell Like” (2010-Present) – This commercial didn’t just boost sales—it set the tone for an entire wave of absurdist, internet-friendly marketing.
These ads prove that when a commercial resonates, it doesn’t fade into history—it evolves. Some are directly re-aired or recreated, while others serve as inspiration for future campaigns.
Memes and Virality: The Lifespan of a Super Bowl Ad
One of the most interesting aspects of modern Super Bowl ads is how quickly they become part of meme culture. With social media amplifying their reach, commercials that strike the right tone often get reimagined as GIFs, TikTok trends, and viral jokes—sometimes for years.
For example:
“Puppy Monkey Baby” (Mountain Dew, 2016) – A bizarre yet unforgettable ad that still gets referenced in internet culture today.
“Dilly Dilly” (Bud Light, 2017) – A phrase that became more than just an ad—it was adopted into everyday conversation, sports chants, and countless marketing spin-offs.
Businesses that can tap into these trends—whether through social media engagement, reactive content, or playful nods in their own advertising—can benefit from the longevity of Super Bowl ad culture.
The 2025 Super Bowl
This year’s Super Bowl showcased a variety of commercials that not only entertained but also set the stage for upcoming advertising trends. Here are some standout examples:
Ben Affleck reprised his role in a seven-minute commercial titled “DunKings 2,” featuring a coffee-themed battle at Java Jam. The ad included appearances by Casey Affleck, Jeremy Strong, and former Patriots coach Bill Belichick, blending humor with star power to create a memorable narrative.
2. Michelob ULTRA’s Pickleball Hustle
Catherine O’Hara and Willem Dafoe teamed up in a Michelob ULTRA commercial where they portrayed seasoned pickleball hustlers. The ad combined humor and the rising popularity of pickleball to engage viewers.
Dove’s commercial focused on body confidence among young female athletes, addressing societal pressures and promoting self-esteem. This ad resonated with audiences by tackling important social issues.
4. Jeep’s All-American Appeal with Harrison Ford
At 82, Harrison Ford made a notable appearance in a two-minute Jeep ad, highlighting his all-American appeal. Directed by James Mangold, the commercial marked a shift for Ford, who had previously avoided advertising, and emphasized Jeep’s iconic status.
5. Häagen-Dazs’ “Not So Fast, Not So Furious”
Häagen-Dazs debuted its first Super Bowl ad featuring Vin Diesel, Michelle Rodriguez, and Ludacris. The commercial reunited the “Fast & Furious” stars in a lighthearted narrative, blending action with humor to promote the brand.
These commercials exemplify how brands leverage the Super Bowl platform to create impactful narratives that resonate with audiences, often influencing advertising trends for the year ahead.
What Businesses Can Learn from the Super Bowl Ad Playbook
Super Bowl commercials may have multi-million dollar budgets, but their impact isn’t limited to big brands. Small and mid-sized businesses can take notes and apply similar strategies in their own marketing:
- Create Emotionally Engaging Content – The most memorable ads make people laugh, cry, or feel nostalgic. Find ways to connect emotionally with your audience in your own campaigns.
- Leverage Nostalgia & Pop Culture – Many of the best Super Bowl ads borrow from past trends, TV shows, or music. Businesses can do the same by incorporating recognizable references into their branding.
- Prioritize Shareability – Ads that become memes, GIFs, or TikTok trends don’t just happen by accident. Craft content that’s easily shareable, whether it’s through humor, catchy slogans, or engaging visuals.
- Stay Culturally Relevant – Super Bowl ads often reflect current events, social movements, and pop culture moments. Businesses that stay attuned to what’s trending can incorporate these elements into their marketing to stay fresh and relatable.
The Takeaway
Super Bowl commercials aren’t just expensive ad placements; they’re marketing masterclasses that shape consumer behavior and influence advertising trends for years. Whether it’s the humor, the storytelling, or the sheer creativity, these ads show businesses of all sizes how to capture attention, create lasting impressions, and even ride the wave of viral success.
As we head into 2025, brands should keep an eye on this year’s Super Bowl commercials—not just for entertainment but for strategic inspiration. Who knows? The next great marketing trend might be unfolding right before our eyes.
