Words by MKTG Creative Director, Ross Allen

Patriotic themes, celebrity endorsements, and comedy have long been the hook for brands seeking to capitalise on the Super Bowl’s cultural moment. However, this year seemed different as almost every ad felt supercharged with patriotism (Jeep aligning with American Freedom and Budweiser leaning into traditions). In recent years, brands in Australia have broadly shied away from overly patriotic ads, but in the States, this trend is clearly reversing. Perhaps brands saw an opportunity (or felt an obligation) to emphasise resilience and national pride in light of the current heightened political and social divisions. Perhaps not – that’s a can of worms to be opened another time.

Celebrities were everywhere too. They were carefully selected to reinforce these patriotic themes, but they were also used more than usual to cut through, with some brands shoving as many as they could into their ad campaigns. Some superstars even appeared across multiple brands - Matthew McConaughey and Chris Hemsworth being two that seemed to pop up everywhere. It was hard to take it all in.

Patriotism, celebrity appeal, imagination, bold cinematography, and humour all have their roles in capturing the attention of a global captive audience that brands pay an inordinate amount of money to access. But where are the brands that used the opportunity to connect on an emotional level through creative storytelling designed to address societal issues? Well, they were there… you just had to look really close this year.

Dove’s ad titled ‘These Legs: A Dove Big Game Film’ was the standout winner here.

YouTube: These Legs: A Dove Big Game Film | #KeepHerConfident

No celebrities, no Star-Spangled Banner, just a powerful message that transcends all audiences, grounded in the insight that 45% of girls drop out of sports due to low body confidence by age 14. The ingredients of the ad were all honest and authentic, from the simple vision of the young girl running (and hearing her energetic breathing).

The re-imagined version of Bruce Springstein’s “Born to Run” by H.E.R for the music (perhaps a very subtle americana nod there) coupled with the simple messages, and not a product in sight, made for an ad that was in stark contrast to the rest of the ad pool this year.

Science Mom’s spot titled ‘ByTheTime’ was another that went under the radar with a powerful message.

YouTube: ByTheTime

Another stripped back and simple execution that encourages every parent to think about the impact of climate change through the eyes of their own kids. The line, “our window to act on climate change is like watching them grow up. Blink and you’ll miss it”, is particularly poignant. Much like the Dove ad, we are forced to think about how we act on a societal issue. Sadly, this was only broadcast in California but was still seen by millions.

It's also worth noting that other brands did pull away from celebrity and tell deeper, more emotional stories. The Google Pixel ad titled ‘Dream Job’ was fantastic.

YouTube: Dream Job | Google Pixel SB Commercial 2025

Every parent can relate to this narrative. Couple that with the millions of parents watching the Super Bowl (with their kids) makes this an ad that arguably resonates more than those flooded with celebrities.

Super Bowl ads are meant to be fun, and they are designed to engage. We’re not saying that every ad should be designed to make you cry or join a revolution, but it’s refreshing to still see some using the biggest advertising stage for good, even if they do get somewhat drowned out by star power.