With an estimated 120 million viewers tuning in globally, the Super Bowl is the ultimate stage for advertisers to grab attention.
A well-executed ad can go viral, dominate headlines, and spark cultural conversations that last long after the stadium clears.
But that kind of influence comes at a price. This year, a 30-second ad slot neared the $8 million mark. The most successful Super Bowl ads don’t just entertain viewers as they refill their drinks and grab a snack, they set the creative benchmark for the year ahead – like Tubi’s 2023 campaign, which went on to win five Cannes Lions.
Which brands rose to the occasion in 2025? And which influencer dominated our television screens and social media feeds thanks to her NFL connections…
Gut-friendly soda brand Poppi didn’t just show up at the Super Bowl, it created a cultural moment during the lead-up by partnering with some of America’s most loved influencers.
Poppi knows its audience, and after seeing great success from its current Influencer Marketing strategy, top creators were prioritized over mainstream celebrities for the Super Bowl. Pre-game, the brand delivered hot pink Poppi vending machines to influencers and NFL WAGs (wives and girlfriends) of players so that they could serve soda at their game day parties.
TikTokker and Podcaster Jake Shane wasn’t just a receiver of the Poppi vending machine, he was featured in the brand's television ad during the Big Game. He posted his reaction to appearing in the ad to his TikTok as soon as the ad aired, and this was the perfect reminder of why collaborating with influencers brings relatability to your brand. Although Jake doesn’t fall into the WAG category, Jake is a long-term supporter of the brand, and is well known for his interest in pop culture and the buzz around global events like the Super Bowl.
Not only can you see Jake’s genuine gratitude and excitement about featuring in one of his favorite brands' commercials, but his audience showed up with support and congratulations in the comment section.
One of Poppi’s biggest champions is Alix Earle, who alongside being a mega-influencer and an investor in the brand, has also become an NFL wag, thanks to her boyfriend, Miami Dolphins player, Braxton Berrios. Last summer, she was the focus of Poppi’s Coachella activation – “Coachearlea” – and for the Super Bowl, she was the face of Poppi’s campaign, helping to fuel its cultural relevance.
Poppi’s 60-second commercial reached 29.1 million households, making it the most-watched ad of the night, according to Samba TV. The campaign drove a 250% surge in engagement and impressions on Poppi’s Instagram and boosted its TikTok following by 70%. Meanwhile, Google searches for "Alix Earle" spiked +1150% immediately after the ad aired. Influencers drive impact.
Google Trends graph showing increased search for “Alix Earle” during the Super Bowl.
Poppi wasn’t the only brand that chose Alix Earle to feature in its Super Bowl campaign. She also featured in Hellmann’s “When Harry Met Sally” themed campaign and Carl’s Jr.’s post-game burger promotion ad.
Her behind-the-scenes TikTok vlog documenting her Super Bowl experience has already racked up millions of views, adding to the five other game-day videos she posted, each averaging around 2 million views.
So what is her appeal when it comes to the Super Bowl? Her love for going out and having fun, and the desire for fast food to aid the hangover? Or her NFL player Braxton Berrios? Both. And beyond that, Alix has a massive Gen Z following and cross-audience appeal making her a dream collaborator for brands looking to bridge sports, lifestyle, and pop culture.
On a more serious side of sport, for the first time in 27 years, Nike made its grand return to the Super Bowl stage with a female-led 60-second ad titled "So Win." This ad paid tribute to monumental women athletes who shatter barriers and redefine sporting stereotypes.
Nike’s CMO, Nicole Hubbard, highlights the timing of this moment, noting the rise of women’s sports across nearly every major league, making this the perfect time for Nike to return to the Super Bowl.
On why Nike chose to advertise during this year’s Super Bowl, Nicole Hubbard spoke to Ad Age about the brand’s commitment to showing up in both “the biggest sport moments and the smallest sport moments.” She adds that in today’s world, there are “very few shared cultural moments anymore,” making an event as massive as the Super Bowl an essential platform for inspiring athletes everywhere.
Novartis made a bold statement with its female-focused commercial aimed at raising awareness about breast cancer screening. The ad, featuring actress Hailee Steinfeld and comedian Wanda Sykes, was part of the "Your Attention, Please" campaign.
It sought to encourage women to understand their breast cancer risks, prioritize screenings, and take proactive steps toward early detection, highlighting the fact that about 50% of women are not getting their yearly mammograms, despite early detection being crucial for survival.
This campaign is another example of the step back from “traditional” Super Bowl ads, which have long been dominated by themes of beer, snacks, and tech gadgets. The presence of a serious health message, particularly one focused on women's health, disrupts the stereotype that the Super Bowl is a male-centric event – after all, almost half of Super Bowl viewers are women!
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