The Super Bowl is the one night advertising becomes the main event. With the largest audience and the highest stakes in the industry, brands bring their boldest, funniest, and most ambitious work. This collection gathers standout Super Bowl spots worth studying - for the craft, the casting, the comedic timing, and the sheer scale of production. Reference for anyone working on a big-stage, mass-audience brief.
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Don't Judge Too Quickly
- Ameriquest · DDB Los Angeles · 2005
Ameriquest Mortgage needed to humanize the rigid mortgage lending process and position itself as an empathetic partner that looks past superficial financial setbacks. The campaign taps into the cultural truth that innocent everyday actions can easily be misconstrued when viewed out of context. Throu
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Born The Hard Way
- Budweiser · Anomaly · 2017
The story of Adolphus Busch leaving Germany and grinding his way across America - abused, soaked, told to go back where he came from - until he reaches a St Louis bar and meets Eberhard Anheuser. The insight is that the most all-American beer in the country was founded by an immigrant who was not we
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Where's the Beef
- Wendy's · Dancer Fitzgerald Sample · 1984
Three elderly women inspect a competitor's burger: an enormous fluffy bun, which lifts to reveal a patty the size of a coin. Clara Peller looks up and demands to know where the beef is. The insight is that the Big Mac and the Whopper were sold on the bun - the architecture, the theatre, the height -
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Take 5
- Reese's · Anomaly · 2020
A woman eats a Reese's Take 5 in an office where nobody has heard of it, and answers their ignorance with a barrage of dad-joke incredulity: where have you been, under a rock? born yesterday? raised by wolves? head in the sand? from another planet? The insight is that Take 5 had existed since 2004 a
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The Heist
- PORSCHE · Cramer-Krasselt · 2020
A silent Taycan is stolen from the Porsche Museum in Stuttgart, and every classic in the collection - the 911s, the racers, the heritage cars - comes off its plinth to chase it through Germany. The insight is that Porsche's first electric car had to be legitimised by the brand's own history rather t
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Gonna Need More Tide
- Tide · saatchi & saatchi · 2013
Tide "Gonna Need More Tide". A Tide spot playing on big, dramatic messes needing more Tide.
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Happy Grad
- Chevrolet · Goodby, Silverstein & Partners · 2012
Chevrolet aimed to drive cultural buzz and appeal to a younger demographic during Super Bowl XLVI by airing the winning spot from its crowdsourced "Route 66" filmmaker contest. The creative taps into the comedic tension of mismatched expectations, focusing on a college graduate who mistakes a neighb
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Hellmann’s Super Bowl 2022 Mayo Tackles Food Waste
- Hellmann's · wunderman thompson · 2022
Built as an homage to Reebok's 'Office Linebacker', this Super Bowl spot sends real NFL linebacker Jerod Mayo crashing through kitchens to flatten anyone about to bin leftovers, telling them to turn the old potatoes into potato salad instead - before Pete Davidson protests that his mum is already on
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Build Your Own Super Bowl Commercial
- Uber Eats · internal creative team · 2026
Uber Eats shot far more Super Bowl footage than it aired - 36-plus hours of unused scenes and dozens of celebrity cameos - then opened the offcuts inside its own app, letting users assemble their own version of the commercial from the parts, yielding over a thousand possible cuts. The insight is tha
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#ExpectMore $200 Million
- Samsung · 72andSunny · 2014
To steal market share from Apple, this campaign directly challenged the perception of the iPhone as the default premium smartphone. It was built on the insight that many consumers felt Apple's pace of innovation had slowed, leaving them wanting more. The creative idea, #ExpectMore, reframed the conv
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#ExpectMore Photobomber
- Samsung · 72andSunny · 2014
This campaign confronted Apple's iPhone dominance by tapping into a latent frustration: that loyal users were settling for a phone with feature gaps. The #ExpectMore platform directly challenged consumers to demand more, reframing the Galaxy S5 as the superior choice. The "Photobomber" execution ser
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Leave Nothing
- Nike · wieden+kennedy · 2008
Two American football players run at each other in slow motion under a swelling orchestral score, and the film cuts to black before the collision, on the line: leave nothing. The insight is that the appeal of the sport is not the outcome but the willingness to spend everything on one moment. The str
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Baby Shankapotomus
- E*TRADE · Grey New York · 2011
The "E*TRADE Baby" campaign was built to solve the problem that financial investing feels intimidatingly complex for the average person. It tapped the insight that people feel out of their depth with finance, delivering the simple creative idea: "E*TRADE is so easy, a baby can do it." This specific
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Unfiltered 30
- Snickers · bbdo new york · 2015
An evolution of "You're not you when you're hungry": hunger does not turn you into a celebrity, it strips away your social filter, so inappropriate things slip out of your mouth. In the spot two couples on a board-game night misread a woman's offer to "do a little swap," and the room tips into excru
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During and After the Game
- SKYN Condoms · sid lee · 2024
Extreme close-ups hold faces with eyes shut, mouths open and breath caught, reading unmistakably as the throes of sex - then the reveal lands: these are football fans watching the tournament. The insight is that a match is one of the few public arenas where people surrender the same unguarded antici
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Big Game Spot
- Disney+ · internal agency · 2023
To combat streaming fatigue and assert its subscription value, Disney+ sought to remind audiences of the unmatched cultural scale of its library. The strategy taps into the insight that iconic cinematic dialogue transcends entertainment to become a shared language we use to express real-world emotio
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The Boy and the Bot
- Teleflora · the wonderful agency · 2024
Teleflora sought to defend the emotional value of physical, hand-arranged Mother's Day gifts in an increasingly automated world. The campaign taps into the cultural anxiety surrounding AI and robotics, asserting that technological convenience can never replace genuine emotional warmth. The narrative
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Stitch Runs Loose At The Big Game
- Disney · internal agency · 2025
Rather than run a trailer for the live-action Lilo & Stitch, Disney aired a spot in which Stitch simply invades the Super Bowl - loose on the field, outrunning and shrugging off security, an announcer left saying 'that thing is indestructible'. The insight is that the original film's marketing worke
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Cowboy Head
- Tubi · Mischief @ No Fixed Address · 2025
A boy whose head is, literally, a fleshy cowboy hat spends his life mocked by people whose heads are vampires, pirates and fantasy - until Westerns come back around. The insight is that streaming has fragmented taste to the point where everybody is now the weird one about something, and the platform
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Own the Dream
- Rocket · highdive · 2025
A 60-second film set to a reimagined 'Take Me Home, Country Roads' - kids in sprinklers, veterans coming back, ordinary Americans returning to the places that hold them - and then, when the broadcast cut back to the game, 65,000 people in the Caesars Superdome sang the song live. The insight is that
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Safe For Work Big Game
- Liquid Death · party land · 2024
A bombastic nineties-style beer jingle plays over surgeons, referees and bus drivers all drinking heavily on the job, chanting drink on the job - and the punchline is that Liquid Death is water, so it genuinely is safe for work. The insight is that the brand's entire equity is that it looks like alc
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DunKings 2
- Dunkin' · agency s-l · 2024
Ben Affleck, stung by looking bored at the Grammys, forms a boy band with Matt Damon and Tom Brady in Dunkin' tracksuits and performs to a mortified J.Lo. The insight is that Affleck's genuine, thoroughly documented Dunkin' habit is a piece of Boston folklore the internet has been making memes about
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Dream Job
- Google Pixel · arts & letters creative co. · 2025
A Super Bowl LIX film in which a father rehearses for a job interview with Gemini Live on his Pixel, and the AI, pressing him to name his strengths, draws him toward the years he spent raising his daughter until he can see them as qualifications rather than a gap. The insight is that the hardest par
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Whatever Comes Your Way
- WeatherTech · O'Keefe Reinhard & Paul · 2025
WeatherTech sought to elevate its custom-fit vehicle protection products from utilitarian car accessories to an essential safeguard for proud vehicle owners. The campaign taps into the tension between the desire to keep a vehicle pristine and the chaotic, messy reality of everyday life, such as mudd
Super Bowl spots are a useful case study in high-stakes creative: enormous budgets, massive audiences, and no room for anything vague or forgettable. What works tends to be either very funny, very moving, or genuinely surprising. The campaigns that fail are usually the ones that tried to be all three. Use this collection to study how the best ones committed to a single clear idea and executed it without compromise.