2025 Super Bowl Ads That Took Over Social Media: A Breakdown
If there’s one thing we know about the Super Bowl (besides nachos and last-minute bets), it’s that the commercials are just as much of a spectacle as the game itself. This year, a few brands managed to dominate the social media conversation - some for the right reasons, and others... well, not so much. Let’s dive into what worked, what flopped, and what we can learn from it all.
Nike’s “So Win” Ad: A Slam Dunk for Engagement
Nike did what Nike does best - hyped up the underdogs, the trailblazers, and the game-changers. Their “So Win” campaign wasn’t just a sportswear promo; it was a full-on empowerment movement for women in sports. Featuring athletes like Caitlin Clark and Sha’Carri Richardson, the ad was all about breaking barriers and proving doubters wrong. The result? Over 66 million views on Instagram in a single day, making it Nike’s most-watched video ever.
Why It Worked:
It wasn’t just a commercial; it was a moment. Viewers didn’t just watch it - they felt it.
The message was bigger than the brand. People love a brand that stands for something real.
The storytelling was personal. It tapped into struggles and triumphs that resonated deeply with audiences.
Key Takeaway: Want to go viral? Make your audience feel something. It’s not about selling - it’s about connecting.
Poppi’s Influencer Vending Machine: When a Trend Backfires
Poppi, the prebiotic soda brand, had a strategy: send out high-end vending machines stocked with their product to influencers. Sounds cool, right? Not to the internet. People dragged the campaign for being “out of touch,” arguing that these machines would’ve made more sense in public places like college campuses or community centers instead of influencer homes. The backlash was big enough that the brand had to jump on TikTok to explain themselves.
Why It Flopped:
It felt exclusive rather than inclusive. People love seeing influencers try new things, but they also want a piece of the action.
It missed a crucial step: asking, ‘How will the average customer feel about this?’
The response was reactive, not proactive. When brands have to explain their campaign after the fact, it usually means something went wrong.
Key Takeaway: Influencer marketing can be a goldmine, but if it feels too disconnected from real customers, it can turn into a PR headache.
Kanye West’s Controversial Ad: When Shock Value Goes Too Far
Then there was Kanye West. He ran a low-budget 15-second Super Bowl ad that seemed harmless - until viewers realized that after the ad aired, his website started selling swastika-branded T-shirts. The internet (and Shopify) quickly shut it down, but the damage was done. What could’ve been a simple, attention-grabbing move turned into a full-blown scandal.
Why It Crashed and Burned:
It broke trust - Even people who enjoy Kanye’s unpredictability weren’t on board with this one.
It was deceptive - The ad itself didn’t indicate what was coming next, which made it feel manipulative.
The backlash was swift and severe - People don’t play around when it comes to offensive content.
Key Takeaway: Controversy can get you noticed, but not all press is good press. There’s a fine line between being bold and being reckless.
Budweiser’s “First Delivery” Ad: Nostalgia Never Fails
On the other end of the spectrum, Budweiser stuck to what they do best: feel-good storytelling. Their “First Delivery” ad, featuring a heartwarming journey of a classic Budweiser delivery, ranked top 10 in emotional engagement. No gimmicks, no controversy - just solid, sentimental marketing.
Why It Worked:
It was familiar - Budweiser knows its audience and delivers what they love.
It felt like home - People love nostalgia, especially during big cultural moments like the Super Bowl.
It was simple - No complicated narratives, just a feel-good moment that resonated.
Key Takeaway: If it ain’t broke, don’t fix it. Sometimes, the classics still win.
Final Thoughts: What We Can Learn from This Year’s Super Bowl Ads
If this year’s Super Bowl commercials taught us anything, it’s this:
Emotional storytelling wins. People want to connect, not just consume.
Inclusivity matters. If your campaign feels too exclusive, it can backfire.
Controversy is a gamble. Some risks pay off, but crossing the line can tank your brand’s reputation.
Nostalgia and simplicity still work. Not everything has to be groundbreaking - sometimes, tried-and-true formulas are the way to go.
At the end of the day, the brands that win on social media are the ones that understand their audience and make them feel seen. And that’s the real MVP move.
Which ad was your favorite (or least favorite) this year? Drop your thoughts in the comments!