The Super Bowl is not only the sporting event of the year, but also the place where brands showcase their most colorful advertising campaigns. However, as with any game, not everyone can be a winner. While some commercials capture viewers’ attention, others remain in the shadows and elicit mixed reactions. After looking at the best Super Bowl 2025 commercials, it’s time to turn our attention to the ones that didn’t live up to expectations.
Bud Light: Uninspired and Fearless
Since the boycott in 2023, the Bud Light brand has emphasized its “target” audience. However, as Adweek brand editor Rebecca Stewart notes, the campaign, featuring comedian Shane Gillis, musician Post Malone and quarterback Peyton Manning, has clearly failed to impress. Their attempt to save a “lame” party with beer and meat seemed overly cautious and breathless. While sister company Budweiser’s ads returned to tried-and-true tropes with animals and jokes that made viewers nostalgic, Bud Light’s ad campaign left no lasting impression.
Coffee-Mate: Weirdness for the sake of weirdness
Sometimes weirdness in advertising can be an effective tool to attract attention, but in the case of Coffee-Mate, it led more to disgust. Adweek creative editor Brittany Kiefer noted that the attempt to be weird in this ad was a failure. Even having Shania Twayne in the commercial didn’t save the situation. TV journalist Salé Blanafor also expressed doubts about the celebrity’s involvement, noting that she probably shouldn’t have been a part of this ad project.
Foundation to Combat Antisemitism: A Weak Realization of an Important Theme
An advertisement aimed at combating anti-Semitism could have made a powerful statement, but its execution leaves much to be desired. Against the backdrop of Snoop Dogg and Tom Brady screaming at each other, the message gets lost, and the lack of specificity in the call to not hate others makes it too generalized. As many have noticed, the ad doesn’t mention anti-Semitism at all, further diluting its message.
Hellmann’s: Mayonnaise starring but uninspired
Mayonnaise is a product that’s hard to make interesting, but it’s advertising that’s supposed to make us think otherwise. Unfortunately, Hellmann’s ads failed to do that. As Adweek graduate editor Eva Keyes pointed out, the brand not only failed to surprise, but copied an iconic scene from When Harry Met Sally. Adding Sidney Sweeney to the role didn’t save the day, and the ad itself looked dated and unimpressive.
Hims & Hers: A Conflicting Message
The Hims & Hers ad has become one of the most talked about, but not always positive. Some Adweek staffers appreciated the brand’s message, which tried to convey the message of telemedicine and the importance of health care. However, others expressed displeasure, especially because of the irony of a company criticizing the U.S. health care system but selling drugs made in the U.S. Multiple creatives also criticized the ad for lacking depth and being overly commercialized.
Totals
The Super Bowl is not only a chance for brands to make a name for themselves, but also a test of their mettle. Some companies were able to capture the attention of viewers, while others were among the “losers”. The important lesson for advertisers is that creativity, sincerity and accuracy of the message remain the key factors of success.