Bad Bunny, Becky G, Seal, Ludacris and more musical stars appeared in ads during the big game.
Bad Bunny
RITZ
Super Bowl 2025 is in the books. On Sunday (Feb. 9), the Philadelphia Eagles soared to Vince Lombardi Trophy glory, beating the Kansas City Chiefs in a game at New Orleans’ Caesars Superdome that wrapped with a 40-22 score.
Five-time Billboard Hot 100 chart-topper Kendrick Lamar headlined the Apple Music Super Bowl LIX Halftime Show, delivering his 2024-defining anthem “Not Like Us,” his Black Panther hit “All the Stars” alongside SZA and numerous other cuts from his imposing catalog. Although there were surprise appearances from Samuel L. Jackson and Serena Williams, it was a hip-hop-heavy performance, with Lamar’s tight, intricate flow and distinctive phrasing the focal point of the 13-minute affair.
But the Super Bowl is about a lot more than football and music. For a sizable segment of viewers, the commercials are just as important as the game itself (if not more so). As has become an annual American tradition, dozens of major brands rolled out brand new (or recently debuted) advertisements during the Fox broadcast.
With Super Bowl spots costing advertisers about eight million for 30 seconds, brands tend to put their best foot forward during a broadcast that pulls in tens of millions of viewers. And this year was no different, with A-list celebrities (Matthew McConaughey, Ben Affleck), beloved pieces of pop culture IP (When Harry Met Sally, the Muppets) and comedy legends (Eugene Levy, Wanda Sykes) cropping up in ads for everything from cars to coffee to condiments.
Here are Billboard’s 10 best TV commercials at Super Bowl LIX.
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Pringles
Notable mustaches in sports and television combined forces in Pringles’ Super Bowl spot, which featured facial hair from Nick Offerman, Clippers player James Harden and Kansas City Chiefs coach Andy Reid flitting through the air on a potato chip recon mission. The clip included a retooled take on the Adam West Batman theme, which was a nice, kitschy touch. Watch here.
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Little Caesars
The 2025 Super Bowl featured flying eyebrows AND flying mustaches thanks to Little Caesars and Pringles, respectively, and while both were solid, the edge goes to the pizza slingers thanks to Eugene Levy’s indelible delivery and facial expressions (not to mention the bit with the caterpillars chanting “we’re not worthy” upon encountering his agile, airborne eyebrows). “What a hair-raising coincidence,” tweeted the Little Caesars X account after both ads aired. Watch here.
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Hellman’s
The mayonnaise giant brought When Harry Met Sally stars Billy Crystal and Meg Ryan back together in Manhattans’ Katz’s Deli to recreate the iconic scene in the beloved romcom where Ryan’s character fakes an orgasm in public. “I can’t believe they let us back in this place,” Crystal notes before Ryan reenacts that explosive scene with the same commitment. Sydney Sweeney swings by to deliver the oft-quoted punchline: “I’ll have what she’s having.” Watch here.
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Booking.com
It’s never a bad time to see the Muppets, and Booking.com was wise to tap Jim Henson’s always-welcome creations for a commercial that featured Kermit the Frog strumming his banjo, Gonzo the Great in a rocket pack, Missy Piggy demanding a boutique hotel and Statler and Waldorf declaring they “hate everything” (an understandable sentiment in 2025). Watch here.
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Novartis
Super Bowl commercials have been breast-obsessed for decades, but an ad from Novartis put the focus on women’s chests in a different light thanks to a novel bait-and-switch approach. “Let’s give breasts the attention they deserve most,” says Hailee Steinfeld in a clip that directed people to YourAttentionPlease.com, a site that helps women get information about breast cancer screenings. The clip also featured Wanda Sykes, who is a breast cancer survivor. Watch here.
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Häagen-Dazs
The Fast & Furious franchise got chill and creamy for a Häagen-Dazs ad that found Vin Diesel and Michelle Rodriguez cruising down a coastal highway at a reasonable speed while enjoying an ice cream bar as the Smokey Robinson-penned song “Cruisin’” plays. “Hey, what happened to fast life?” Ludacris (who has not been gifted with an ice cream bar) demands from a Jeep. “Are y’all kidding me?” Watch here.
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Mountain Dew Baja Blast
Seal reimagines his 1995 Hot 100 No. 1 “Kiss From a Rose” as “Kiss From a Lime” in a frankly bizarre Super Bowl ad that finds the singer’s face superimposed onto the body of a CGI seal. “The more I think of it, it’s strange I’m a seal/ My flippers can’t hold Mountain Dew/ It slips right on through, what a shame,” he bemoans in a commercial that also features Becky G, who calls it “the weirdest thing I’ve ever seen.” Can’t argue with her on that one. Watch here.
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UberEats
Matthew McConaughey spins a centuries-spanning conspiracy theory for writer/director Greta Gerwig about how football was created just to sell more food in a clever ad for UberEats, which features guest appearances from Martha Stewart (a culinary expert if there is one), Charli XCX (holding an apple, naturally) and Kevin Bacon (because, you know, bacon). Watch here.
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Ritz
“These are our people,” says Aubrey Plaza as she strolls through a no-smiles-allowed lodge dedicated to the salty deliciousness of a Ritz cracker. “Our salty brethren,” Michael Shannon agrees. After arguing about which one of them is surlier (“I’m the human version of Monday” she quips), Shannon yells at Bad Bunny, who – following the beat of his own drum as always – insists on cracking a wide grin in the lodge. For good measure, Benito does a few magic tricks, including yanking a Ritz cracker from behind Plaza’s ear as if he were an uncle hamming it up at an eight-year-old’s birthday party. Watch here.
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Dunkin’
After making their debut during last year’s big game, the Ben Affleck-led DunKings returned to this year’s Super Bowl for DunKings 2: The Movie. While the 2024 ad focused on the DunKings as a boy band, this one gave us a “JavaJam: Battle of the Coffee Brand Bands.” Why? “Everyone is insulting each other, that’s how you get successful,” explains Affleck in his most Bostonian Boston accent. With cameos from Casey Affleck, Bill Belichick, Druski, NKOTB’s Donnie Wahlberg, Jeremy Strong (as Paul Revere) and a frickin’ Jay and Silent Bob reunion, it was another memorable hit from the coffee giant. Watch here.
