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In a nation marked by collective anxiety, this year’s Super Bowl advertisers are offering viewers a much-needed emotional reprieve through commercials that emphasize compassion, humor, and nostalgia.
Amid falling consumer confidence and social unrest, brands are crafting messages that encourage Americans to take care of themselves and others. Ring showcases how neighbors can use doorbell cameras to locate lost pets, while Budweiser features its iconic Clydesdale horse protecting a bald eagle chick from the rain. Health-focused spots include Novartis promoting a prostate cancer blood test and Toyota reminding viewers about seatbelt safety.
The spirit of Mister Rogers makes multiple appearances in this year’s lineup. Lady Gaga performs his classic “Won’t You Be My Neighbor?” in an emotional advertisement for Rocket Companies, while the National Football League uses “You Are Special” to highlight its youth sports initiatives.
“There is a collective trauma. Everybody is stressed out. It doesn’t matter who you are, it’s something that’s impacting everyone,” explains Vann Graves, executive director of Virginia Commonwealth University’s Brandcenter. He notes that Super Bowl commercials provide a rare moment of shared experience and levity for viewers.
Humor features prominently across many ads. Sabrina Carpenter attempts to construct the perfect man using Pringles, while Benson Boone and Ben Stiller perform acrobatic disco routines for Instacart. Andy Samberg transforms into “Meal Diamond,” enthusiastically applying Hellmann’s mayonnaise to Elle Fanning’s sandwiches. In a particularly cheeky spot, Coca-Cola’s traditional polar bear mascots are shown sharing a Pepsi, parodying last year’s viral kiss cam moment.
Food delivery services are competing for attention through star power. George Clooney appears for Grubhub promoting free delivery on orders over $50. Uber Eats recruits Matthew McConaughey to convince Bradley Cooper and Parker Posey that football exists primarily to make people hungry. Meanwhile, 50 Cent trolls Sean “Diddy” Combs in DoorDash’s commercial.
Artificial intelligence dominates a significant portion of this year’s advertising landscape. Oakley Meta promotes its AI-enabled glasses in action-packed commercials featuring Spike Lee and Marshawn Lynch. Wix debuts its AI-powered website design tool, Wix Harmony. Svedka Vodka even employed Silverside AI to help create its ad featuring dancing robots.
However, AI-themed commercials aren’t without controversy. Amazon’s ad starring Chris Hemsworth that pokes fun at AI anxieties comes just days after the company laid off 16,000 corporate workers, some potentially replaced by artificial intelligence. “I suspect this is meant to be funny, but it might reinforce some people’s very real concerns about AI,” observes Tim Calkins, marketing professor at Northwestern University.
Health consciousness represents another major advertising theme. While traditional snack foods like Ritz crackers and Lay’s potato chips maintain their presence, pharmaceutical companies and healthcare providers are increasingly visible. Octavia Spencer and Sofia Vergara urge kidney disease testing in a Boehringer Ingelheim spot, while Mike Tyson discusses his sister’s obesity-related death in an ad promoting unprocessed foods.
Weight loss medications have also entered the Super Bowl arena. Novo Nordisk promotes its new Wegovy pills in a star-studded commercial featuring Kenan Thompson and DJ Khaled, among others. Telehealth company Ro features Serena Williams pitching its GLP-1 medications, while Hims & Hers emphasizes democratizing healthcare access.
Nostalgia serves as another emotional touchpoint. T-Mobile features the Backstreet Boys performing their 1999 hit “I Want It That Way,” while Volkswagen’s commercial is set to House of Pain’s 1992 classic “Jump Around.” Xfinity reunites the original “Jurassic Park” stars Sam Neill, Laura Dern, and Jeff Goldblum in a humorous reimagining of the 1993 film.
The premium price of Super Bowl advertising continues to climb, with spots averaging $8 million per 30-second unit this year, and some premium placements exceeding $10 million—an all-time record. The investment reflects the unparalleled reach of the event, which attracted 127.7 million U.S. viewers across television and streaming platforms in 2025.
Cornell University marketing professor Jura Liaukonyte explains that companies pay this premium to reach a unified audience that’s increasingly fragmented across various media platforms. NBC Sports executive Peter Lazarus has dubbed February “legendary February” due to the convergence of the Super Bowl, Olympics, and NBA All-Star Game.
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10 Comments
The Mister Rogers references are a nice touch, tapping into nostalgia and a sense of kindness. It’ll be curious to see if that resonates with viewers looking for an uplifting message.
Absolutely, the Mister Rogers theme seems well-suited for this year’s ads. A dose of positivity and neighborly spirit could go a long way.
The idea of neighbors using doorbell cameras to help locate lost pets is a clever and uplifting concept. It’s nice to see brands highlighting community-minded solutions.
That’s a really nice example of how technology can bring people together in a positive way. Simple but effective.
I’m surprised to see so many health-focused ads, like the one for the prostate cancer blood test. Kudos to the brands for using their platform to promote important medical awareness.
Yes, it’s great to see companies leveraging their Super Bowl ad slots for public health messages. That kind of exposure could really make a difference.
While the usual humor and big-budget spectacle will always have a place, these more heartfelt, caring ads seem like a smart strategic move given the current climate.
Agreed, the brands seem to have struck a good balance between lighthearted fun and thoughtful, relevant messaging this year.
Interesting to see brands take a more compassionate tone in their Super Bowl ads this year. Seems like they’re trying to connect with viewers on an emotional level during these challenging times.
I agree, the focus on health, safety, and community is a welcome change from the usual humor and spectacle.