The WARC Podcast Analyzing 2025’s Super Bowl Ads
Feb 13, 2025
Becca Peel, Head of Advisory at Contagious, and Vanessa Chin, Senior VP of Marketing at System1, dive into the standout ads from this year's Super Bowl. They discuss the evolving role of humor and celebrity endorsements, emphasizing their impact on brand identity. The duo highlights Instacart's family-focused messaging and Nike's comeback journey. They also stress the need for brands to maintain consistency throughout the year, rather than just capitalizing on major events for marketing. Their insights reveal the emotional connections that resonate in advertising.
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Higher Emotional Response
- Super Bowl ads typically score around a two-star average on System1's emotional response scale.
- This year's Super Bowl was the first time the average reached three stars.
Nike's Super Clio Win
- The Nike "So Win" ad, focused on female empowerment, won the Super Clio award.
- Ironically, this ad didn't rank high in any public surveys, highlighting a disconnect between industry experts and the general audience.
Use Distinctive Brand Assets
- Leverage distinctive brand assets (fluent devices) for better recognition.
- Doritos' "Crash the Super Bowl" and Budweiser's Clydesdales are strong examples of effective asset use.