As marketers, brand strategists, and creatives, we couldn’t take our eyes off the screen during Super Bowl LIX’s commercial breaks. From stand-out ads to unexpected campaign rollouts, there was plenty to analyze—and plenty to debate. Here’s our take on the biggest hits (and misses) from this year’s Super Bowl ad lineup.

Humor Took Center Stage

Comedy dominated Super Bowl LIX ads, with 85% of commercials incorporating humor—up from 71% in 2023. Advertisers leaned into lighthearted, entertaining storytelling to capture attention and create viral moments. But this comedic wave came with an interesting shift: fewer celebrities. Only 54% of ads featured famous faces this year, compared to 77% in 2023. Information reported from BusinessWire.com.

This raises a key question: Are audiences growing tired of traditional celebrity endorsements? The success of the Poppi ad, which featured influencers rather than Hollywood stars, suggests that brands are recognizing the power of relatability. Influencers may now hold more sway with audiences seeking authenticity.

The Power of Nostalgia

Several brands tapped into nostalgia to build instant emotional connections. Rather than relying on celebrity endorsements, they leaned on beloved mascots, classic movie moments, and iconic brand imagery:

• Instacart’s “We’re Here” ad featured familiar faces like Chester Cheetah, Mr. Clean, the Pillsbury Doughboy, the Kool-Aid Man, and the Energizer Bunny, proving that brand recognition can be just as impactful as an A-list celebrity.
• Hellmann’s reunited Meg Ryan and Billy Crystal for a nod to When Harry Met Sally, with a cameo from Sidney Sweeney to appeal to younger audiences.
• Budweiser’s “First Delivery” brought back its legendary Clydesdales, reminding viewers of the brand’s long-standing legacy.

Leaning on nostalgic characters not only made for more cost-effective ads but also reinforced brand identity in a way that felt familiar and engaging to viewers.

The “Wow” Factor & Creative Storytelling

Some brands went beyond humor and nostalgia, embracing bold, creative storytelling that left a lasting impact:

• Mountain Dew’s “Kiss From a Lime” featured Seal (yes, the singer) transformed into an actual seal, alongside Becky G, blending humor and surprise in a memorable way.
• Tubi’s “Cowboy Head” ad took a surreal approach, following a boy born with a fleshy cowboy hat as part of his head—a visual metaphor for personal identity and unique viewing preferences.
• Pfizer’s “Knock Out” delivered an emotional gut punch, telling the powerful story of a young boy’s battle against cancer, highlighting resilience and determination.

These brands focused on storytelling that stood out, leaving viewers with something to remember long after the game ended.

AI’s Growing Influence (But Not How You’d Expect)

AI was a major theme in this year’s Super Bowl ads, with companies like OpenAI, Meta, Google, and GoDaddy showcasing their AI capabilities. However, the biggest surprise came from OpenAI itself—its ChatGPT commercial didn’t use AI at all.

Despite having cutting-edge tools like its AI video generator, Sora, OpenAI opted for a fully human-produced animation. As TechRadar noted:

“While you might assume that OpenAI would have used one of its own tools, like its AI video generator, Sora, to create its Super Bowl ad, the animation was, as mentioned, produced entirely by real people.”

Meanwhile, Skechers took a more direct AI approach with its Martha Stewart ad. Everything seemed normal—until she suddenly started breakdancing. The exaggerated, AI-generated moves immediately tipped off viewers, referencing last year’s Olympic breakdancing debut. While the spot grabbed attention, it left us wondering: Did it actually sell the product?

Final Thoughts

This year’s Super Bowl ads reflected a shifting landscape in advertising: Humor is more dominant than ever, nostalgia continues to be a winning strategy, and the role of celebrities in ads is evolving. AI is making its presence known, but its use in advertising is still being fine-tuned.

As marketers, we’ll be watching how these trends evolve throughout the year. Will brands continue to move away from celebrity endorsements in favor of influencers? Will humor remain the dominant tone in a time when consumers crave entertainment? And will AI play a bigger role in ad production—or will human creativity continue to lead the way?

What were your favorite (or least favorite) Super Bowl ads this year? Let’s talk in the comments!