Best of the Super Bowl: LBB Americas’ Favourite Big Game Ads of 2025
The LBB Americas editorial team has been absorbing all of the Super Bowl work over the last few weeks, and after Sunday's game, the team went back through it all to determine which campaigns were their personal favourites.
You can do this too with our Collection of all the Super Bowl ads from 2025 - with clickable credits - here.
A reminder; this isn't necessarily the quote-unquote 'best' work from the Big Game this year - that's a metric we'll leave to the awards shows over the next 12 months - but rather, a list of the spots that tickled our personal fancy in between the riveting football action on Sunday. We hope you enjoy our selections.
The LBB Americas editorial team: Addison Capper, Abi Lightfoot, Adam Bennett, April Summer, Ben Conway, Jordan Won Neufeldt and Lucy Briggs.
Dunkin’ - ‘DunKings 2’
Chosen by Ben Conway, Americas reporter
Dunkin' returned to Super Bowl LIX with a sequel to 'DunKings' - and it's the seven-minute version, 'DunKings 2: The Movie' that's felt the most blockbuster out of the Big Game ads this year.
It's a star-studded affair, as we've come to expect, with director Ben Affleck being joined by his brother Casey, Jeremy Strong, Kevin Smith, internet personality Druski, and football coach Bill Belichick. But it's the way the quick-witted characters interact that makes this my favourite.
It's a film in which Oscar nominee Jeremy Strong emerges from a coffee grounds cold plunge, like Dune's Baron Harkonnen, as part of his method-acting process to become Bostonian folk hero, Paul Revere. Need I say more? The actor's line reads during his revolutionary proclamation at the end of the film (see: "Atop my trusty steed, brown BEAUTY!") should earn him a few more nominations.
It's a masterclass in absurdity and having a laugh at the celebrities' expense - all wrapped up with tight dialogue and flawless commitment from the cast. I can't wait for 'DunKings 3'.
Nike - 'So Win'
Chosen by Addison Capper, managing editor, Americas
I know that the headline above reads 'favourite' Big Game ads, but I've chosen this spot for a different reason than just liking it a bit more than others. It's more about the significance and weight of a brand like Nike, one of the world's all-time great advertisers, returning to the Super Bowl for the first time in almost three decades.
That doesn't mean the work doesn't stand up. It does. It puts female athletes front and centre amidst a celebration of masculine athleticism in a way that it feels only Nike - along with long-time agency partners Wieden+Kennedy Portland and Somesuch director Kim Gehrig - could.
What's more, after a concerning downturn in revenue over the last year, Nike has been placing a greater focus on emotional storytelling rather than purely performance marketing under the direction of new CMO Nicole Hubbard Graham. Seeing that play out on the biggest stage is exactly why I've loved covering this industry for the past 12+ years.
Michelob Ultra - 'The ULTRA Hussle'
Chosen by April Summers, North America features lead
This ad had to be my pick of the year because Catharine O’Hara AND Willem Dafoe? I mean, I can’t think of two more beloved actors to play the unexpected antagonists in a 'Challengers'-esque Super Bowl spot.
And then there’s the numerous cameos from a slew of sports stars such as NFL legend Randy Moss and WNBA Champion Sabrina Ionescu which was bound to titillate fans.
And we can’t overlook the idyllic backdrop of country clubs and beach-front vistas, scored by a pitch-perfect vacation soundtrack. And peppered between the stunning high-voltage action shots are the perfect close-up, slo-mo pours of those sweet sweet suds.
An all-round highly effective commercial if you ask me, and it certainly makes you long for a Michelob Ultra. Which is exactly what happens when every single team involved really understands the brief, delivers their best work, and has fun doing it. And how could you not? Catharine O’Hara AND Willem Dafoe?!
Mountain Dew - 'Kiss From a Lime'
Chosen by Adam Bennett, features editor, Americas
Great flavours transport you. Distinctive tastes come with their own sense of place, like a sip of a Piña Colada placing you on a beautiful beachfront, the bite of a hotdog sparking nostalgic memories of sitting in the bleachers, or a glug of Mountain Dew bringing to mind a marine mammal with the face of an iconic ‘90s superstar. No? Just us?
Apparently not, as this fever-dream-inspired effort from Goodby Silverstein & Partners (and directed by Hungryman’s Taika Waititi) shows. If you find yourself thinking that too many modern ads ‘play it safe’, or that there are ‘too few new ideas’ flying around tentpole moments like the Super Bowl, this ad is a welcome riposte. Plus, it’s the second consecutive Big Game where Mountain Dew has ran a spot (following the introduction of the ‘Mountain Dude’ mascot last year, who reappears here) - so our fingers are crossed that we’re witnessing the emergence of a new off-the-wall Super Bowl tradition from the iconic luminous carbonated drink.
Uber Eats - ‘Century of Cravings’
Chosen by Abi Lightfoot, members reporter, Americas
What I really love about this year’s Super Bowl spot from Uber Eats is its ability to take a ludicrous conspiracy, (that football was invented to make us hungry), inject it into a century’s worth of history and make it kind of, believable? Honestly, if you’d shown me this ad before I learnt anything about the Super Bowl, I might have been convinced it was true.
Matthew McConaughey’s standout performance as he guides viewers on a whistlestop tour through 100 years of American football heritage delivers a healthy dose of football-related puns, player references and, of course, celebrity appearances. Created by agency Special U.S, and directed by Jim Jenkins through O Positive, the team has crafted an immersive, believable world that lasts beyond the duration of the spot and intermingles with historical and modern culture, a real feat that deserves its own round of applause.
Coors Light - ‘Slow Monday’
Chosen by Lucy Briggs, content manager
During such a major cultural moment like the Super Bowl, there can be a sense of anarchy or an over-the-top element embedded into the ads surrounding the event. But to me, the adorable Coors Light sloth perfectly captures Coors Light’s 'chilling is a lifestyle' theme this year. I have a slight preference for comedic spots and with the variety in scenarios throughout the dynamic campaign, I can’t help but laugh. For me, the candid and relatable angle of this campaign stands out against the fast-paced nature of the Super Bowl. Directed by MJZ's Matthijs van Heijningen and created with Mischief @ No Fixed Address, the spot showcases a laid-back approach, which is not commonly portrayed during the Big Game.
NFL - ‘NFL Flag 50’
Chosen by Jordan Won Neufeldt, Canada reporter
With a quick apology to the Canadian advertising scene (I watched the Big Game with my American friends), this ad has to be my favourite of the bunch this year. I mean, what’s not to love? You’ve got some great references to films of the ‘80s, and then Scorpions’ ‘Rock You Like a Hurricane’ comes on and really gets your blood pumping, all while flag star Ki'Lolo Westerlund absolutely kicks some ass and embarrasses a guy named Chad (sorry to all the people named Chad out there).
Really, the addition of NFL legends like Pat McAfee and Marshawn Lynch is just the cherry on top. Creative agency 72andSunny Los Angeles and director Peter Berg got the memo, and know who the real hero – or heroes – of the spot are. Above all else, it’s designed to celebrate some of the best female flag players from around the world, emphasising the difference sport can make, and the importance of having it be accessible to all. Case in point, as a Canadian, I never even knew that there was an ongoing push to make flag football a varsity sport in all 50 states. But now, I’m amped up, can’t get the guitar solo out of my head, and desperately want to see this initiative come to fruition. That’s what effective marketing looks like!
