“Let’s give breasts the attention they deserve.” If that statement got your attention, that’s exactly what Novartis intended to do with its provocative Super Bowl commercial focused on breast cancer awareness. Featuring striking visuals of cheerleaders, models, mothers, and actresses, the 60-second ad underscores a powerful message: while breasts receive endless attention in media and pop culture, more than 6 million women watching the game might face a breast cancer diagnosis. The commercial then pivots to important information on early detection and awareness, challenging us all to take breast health seriously and inspires action in the fight against breast cancer. And that’s what Super Bowl ads are all about: bold moves that spark conversation, drive change, boost sales, and create exposure.
The Super Bowl: A Stage for the Biggest Ads
The Super Bowl is not only home to one of the biggest games of the year, but also the biggest advertisements. With over 127 million viewers tuning in this year, brands compete for the rare opportunity to capture the attention of a massive audience. From commercials featuring A-list celebrities to highly anticipated movie trailers, Super Bowl ads have become ingrained in pop culture, generating buzz weeks before kick-off and long after the game is over.
But what makes these ads so effective and how much does it cost to secure just 30-seconds of airtime in 2025? Is it worth the investment? At $8 million per slot, a significant increase from last year’s $7 million, Super Bowl commercials remain a gold standard in marketing. In this blog, KGL takes a closer look at this year’s standout ads, the return on investment they deliver, and alternative strategies that brands can use to stay in the spotlight.
Our Superlatives- Standout Commercials from Super Bowl LIX
Game-Changer Award: Nike’s Bold Return
In true Nike fashion, they don’t “Just Do It” — they do it big. For their first Super Bowl ad in 27 years, Nike made a powerful statement by featuring an all-women cast of powerhouse athletes. Narrated by Grammy-winning artist Doechii, the 60-second commercial is a tribute to women’s sports, spotlighting stars like Sha’Carri Richardson, Caitlin Clark, A’ja Wilson, Jordan Chiles, Sabrina Ionescu, and Sophia Wilson. With the rallying call “So Win,” the ad challenges us to push boundaries and redefine success by rewriting the rules and championing the unstoppable power of women in sports.
Biggest Bite Award : Doritos’ “Crash the Super Bowl”
The iconic Doritos “Crash the Super Bowl” contest made a triumphant return this year, reviving a fan-favorite marketing campaign. This online competition invited consumers to create their own Doritos commercial and saw over 36,000 entries between 2006 and 2016. With the winning entry airing during the game and receiving a bonus prize of up to $1 million, this initiative showcased the power of user-generated content. By putting creativity in fans’ hands, Doritos fostered deep brand loyalty while gaining authentic ad content, making consumers feel like part of the brand.
Pull on Your Heart Strings Award – Google’s “Dream Job”
This year, Google’s “Dream Job” commercial took viewers on an inspiring journey, blending technology with storytelling. The ad followed a father preparing for a job interview, using Google’s AI assistant, Gemini, on the Pixel to run a mock interview. As he practiced answering questions, glimpses of his life as a father played, showcasing the lessons, challenges, and love that impacted him. The commercial perfectly balanced tugging at heartstrings while seamlessly demonstrating the impact of Google’s AI and showed just how powerful storytelling can be in connecting with audiences.
Honorable mentions: Taco Bell’s “For the Fans”, Liquid Death “Safe for Work”
Measuring the Impact: Is the Investment Worth It?
Super Bowl ads deliver staggering exposure, but at a high price. According to Kantar research in 2021, these commercials bring an average return of $4.60 for every dollar spent, with some brands seeing double-digit returns. Yet, the financial stakes are enormous, especially when high-profile talent and production values come into play. With 127.7 million viewers, the exposure is undeniable—but so is the risk.
Beyond the 30-Second Spot: Alternative Strategies
Investing in a Super Bowl commercial is a significant financial commitment, and for many brands, the cost is simply out of reach. Fortunately, there are several alternatives to capitalize on the Super Bowl’s popularity without shelling out millions of dollars.
- Engage in Social Media Campaigns
During the game, Chipotle dropped 50,000 free entree codes via X and Instagram. The following day, its “Extra Sunday” promotion gave Chipotle Rewards members a free guac and queso—a nod to football fans’ desire to have the day after the Super Bowl off from work. This dual digital strategy proves that real-time, interactive engagement can keep a brand in the spotlight without relying solely on a 30-second commercial.
- Utilize the Second Screen
While the biggest game of the year dominates TV screens, don’t underestimate the power of the second screen, right in viewers’ hands. A staggering 79% of viewers check their phones during the game, engaging with online reactions, celebrity sightings, the halftime show, and more. Recognizing this, Twix ran a “Second Screen Staredown” game, where participants who stared at their phone’s camera had an opportunity to win two gold bars worth approximately $170,000 USD. As attention shifts between screens, brands that embrace interactivity can score big with their audiences.
- Get Creative
Unconventional marketing tactics can generate major buzz. Take Poppi for example, a prebiotic soda brand that made waves ahead of the Super Bowl by delivering temporary branded vending machines to influencers. This creative activation created a shareable experience that encouraged organic social media exposure.
Super Bowl commercials continue to be one of the most impactful marketing investments, offering brands unparalleled exposure to a massive audience. With airtime costing $8 million in 2025, the stakes are higher than ever. While some brands see strong returns from these high-profile spots, others are exploring alternative strategies like social media engagement, second-screen experiences, and creative activations to capture attention without spending millions. Whether through traditional commercials or innovative campaigns, the Super Bowl continues to challenge brands to stand out and leave a lasting impression.
