Every year, the Super Bowl gathers the most creative minds in advertising and brand management. At Kido, we’ve curated a playlist of this year’s standout commercials. Below, we analyze two of our favorites and share a compilation of the most remarkable spots. Check it out and let us know your favorite!
This year, we saw a strong focus on celebrity-driven ads, emotional narratives, and themes of resilience, diversity, and anti-bullying. Notably, some iconic brands were missing from the lineup. Back when I taught marketing at a university, I used Super Bowl ads as a hands-on case study. We broke down what made them work; whether humor, emotional pull, or cultural relevance. It was a powerful way to see branding and consumer psychology in action.
Note: Ad timing strategy stood out this year, with most spots falling into three key durations: 0:31, 1:01 and 2:01.
Now, let’s dive into this year’s best Super Bowl ads! 🚀
Nike “So Win.” – A Masterclass in Storytelling, Emotion, and Brand Power
Nike has done it again. “So Win.” isn’t just a Super Bowl commercial—it’s a manifesto, a rallying cry, and a testament to the unbreakable spirit of athletes who refuse to be confined by outdated narratives.
From the very first frame, the cinematic execution is nothing short of masterful. The dynamic cuts, close-ups of raw determination, and wide shots capturing the sheer scale of competition immerse us in the relentless pursuit of greatness. It’s not just a sports ad; it’s a visceral experience that pulls the audience into the heartbeat of elite competition.
The color grading plays a crucial role in setting the tone. With deep contrasts and a raw, almost documentary-like texture, it enhances the authenticity of the story. It’s not polished perfection; it’s gritty, real, and powerful—just like the journey of every athlete featured.
The music choice? Genius. Led Zeppelin’s “Whole Lotta Love” injects an electrifying energy into the commercial. The unmistakable guitar riff is an anthem of rebellion and resilience, perfectly mirroring the message: defy expectations, break barriers, and rewrite history.
The voiceover script is razor-sharp—a direct challenge to the limiting beliefs that female athletes have been told their entire lives: “You can’t do it.” “You can’t win.”
But Nike flips the script with an unshakable response: “So do it anyway. So Win.”
This isn’t just a slogan; it’s a battle cry. And the athletes: They don’t just compete; they dominate.
And then comes the final moment of branding brilliance. The screen fades, the words “You can’t win. So Win.”linger, and finally, the Nike Swoosh appears. Not as a mere logo, but as an icon of defiance, resilience, and victory.
Nike doesn’t just sell sportswear—it sells a mindset. And in “So Win.”, they deliver it with precision, emotion, and cultural impact.
Stella Artois’ Super Bowl Strategy: The Power of the Teaser vs. The Big Reveal
Stella Artois played a smart and strategic game in its approach to Super Bowl advertising with “David & Dave: The Other David.” Instead of relying solely on the game-day spot, the brand built massive anticipation through an exceptionally well-executed teaser strategy—a move that paid off in a big way.
The Teaser: Generating Hype & Massive Views
Before the Super Bowl, Stella Artois released “David & Dave: The Big News,” a teaser featuring David Beckham, hinting at a big revelation. This short and intriguing preview skyrocketed in views, amassing over 33 million views—an astonishing reach for a beer commercial.
Why was the teaser so successful?
- Mystery & Intrigue: The teaser hinted at a major surprise without giving away the full storyline.
- Star Power: Featuring David Beckham, one of the most recognizable global icons, naturally drove engagement.
- Social Media Amplification: The teaser created buzz across platforms, making people speculate and anticipate the full reveal.
The Super Bowl Spot: The Full Story Unfolds
During the Super Bowl, the full commercial aired—revealing the “big news”: Beckham’s supposed twin, played by none other than Matt Damon. The final spot, “David & Dave: The Other David,” delivered a mix of humor, celebrity charisma, and Stella Artois’ signature sophistication.
Yet, despite the bigger production value and comedic payoff, the full commercial garnered fewer views—around 4 million, a fraction of the teaser’s reach.
Why did the full ad get fewer views?
- The “Surprise Factor” Was Gone: Once people knew the twist, curiosity declined.
- Teasers Go Viral Faster: Shorter, suspense-driven content thrives in today’s attention economy.
- Super Bowl Viewership Absorbed the Impact: Many saw the ad live during the game, reducing the urgency to watch it online later.
Takeaway: A Case Study in Modern Advertising
The real winner here? The teaser strategy. Stella Artois masterfully used digital-first engagement to drive massive awareness before the Super Bowl, ensuring that its brand was already top-of-mind by the time the big game rolled around.
What can brands learn from this?
- Pre-Super Bowl content can be just as (or more) effective than the actual ad.
- Curiosity-driven teasers create buzz, conversations, and anticipation.
- A well-crafted campaign extends beyond game day—it’s a full digital experience.
In a Super Bowl packed with big-budget commercials, Stella Artois stood out by playing the long game. And in today’s attention economy, that’s how you win.
🔥 Full Kido curated playlist:
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Check it out and let us know your favorite!