As an advertising executive, I’ve seen my fair share of Super Bowl commercials—some brilliant, some forgettable. But every year, a few campaigns rise above the noise and capture the public’s imagination.
Who stood out this year?
In 2025, Rocket Mortgage, Liquid Death, and Mountain Dew delivered three of the most effective, talked-about, and strategically brilliant ads of the night. Their success was no accident. These brands understood the assignment: engage the audience, create cultural conversation, and most importantly, make an impact. What made these three ads stand out? They all shared three core elements—humor, celebrity power, and innovative storytelling.
Rocket Mortgage: Owning the Moment
Rocket Mortgage once again proved why they are a powerhouse in Super Bowl advertising. Their 2025 spot, “Own the Dream,” combined heart, humor, and a powerful live component that connected with millions. The ad featured a diverse cast of families, each expressing their homeownership aspirations through a stadium-wide singalong. What made it so effective was its ability to tap into a universal sentiment—security, belonging, and the dream of owning a home. But the real genius? Integrating a live event that made every viewer feel part of the moment. This wasn’t just a commercial; it was a shared experience that resonated beyond the 30-second runtime.
Liquid Death: The Ultimate Disruptor
Liquid Death has never played by the rules, and their Super Bowl spot, “It’s Safe for Work,” was no exception. The ad humorously depicted office workers enthusiastically drinking Liquid Death’s flavored water on the job, flipping traditional workplace expectations on their head. The campaign was brilliantly subversive—it played into the brand’s rebellious nature while simultaneously normalizing its core product in a setting where traditional beverages dominate. Liquid Death didn’t just sell a drink; they sold an attitude. The spot’s edgy humor and clever juxtaposition made it one of the night’s most memorable.
Mountain Dew: A Musical Masterpiece
Mountain Dew’s “Kiss From a Lime” was pure marketing magic. Featuring Seal—transformed into an actual seal—performing a reimagined version of his classic song “Kiss From a Rose,” the ad was a surreal, high-energy blend of nostalgia, humor, and creativity. Aided by a cameo from Becky G, the spot effortlessly appealed to multiple generations. The absurdity of the concept—paired with flawless execution—made it an instant viral hit. The campaign tapped into the power of unexpected celebrity transformations and humor, a formula that consistently wins big on Super Bowl Sunday.
The Golden Thread: Humor, Celebrities, and Storytelling
What made these three campaigns the best of Super Bowl 2025? A masterful blend of humor, celebrity appeal, and storytelling.
- Humor: Each brand leveraged humor in a unique way—Rocket Mortgage with a heartwarming, self-aware singalong, Liquid Death with rebellious office satire, and Mountain Dew with an absurd yet delightful musical number.
- Celebrity Power: These ads used star power strategically—not just for recognition, but to enhance their creative concepts. Whether it was Seal’s over-the-top transformation, Becky G’s crossover appeal, or Rocket Mortgage’s inclusive ensemble cast, these ads turned celebrity appearances into storytelling gold.
- Storytelling Excellence: The best commercials don’t just sell a product; they tell a compelling story. Each of these brands built a narrative that resonated with viewers, making their messages stick long after the game ended.
