Best and Worst Ads of the 2025 Super Bowl? Top Creatives and Execs Share Their Picks!
In the advertising world, Super Bowl Sunday is about anything but football. Or even Taylor Swift or Kendrick Lamar. It’s about the commercials! Ad agency pros and creatives from throughout Chicago and across the country chatted with Screen about highlights and lowlights from the epic event.
Click here to enjoy all of our exclusive individual chats with these esteemed panelists. And here is a quick sampler platter…
SCREEN: What was your favorite spot of the Super Bowl?
Group Creative Director Brooke Anderson: Nike “So Win”. Nike’s return to the game was as epic as expected. Powerful closeups of some of the biggest names in women’s sports with VO by Doechii, this one did what Nike does best: clever wordplay, inspiring visuals, all leading up to an end line that lands the whole thing and has you saying “damn, I wish I did that”…
Highdive Executive Creative Director Patrick Burke: I loved NFL “Flag 50”. It was funny and entertaining while also delivering a great message. Click here for all of Patrick’s picks and pans!
The Cre8tors Founder Dani Jackson Smith: I really loved Knock Out by Pfizer! It was energizing, impactful and the lead actor had me when he jumped out of that hospital bed, ready to rumble to the sounds of LL. We all have had family or friends battling cancer so it is personal. Click here for all of Dani’s picks!
Cutters Studios Editor Chris Moore: From a pure message standpoint, one stood out for me, Nike’s “So Win”. The spot was beautifully shot (I’m a sucker for black & white film) and the message was powerful and direct with Zeppelin’s iconic power chord in the background getting us even more fired up. Click here for all of Chris’ picks, plus the Super Bowl spot he edited!
Director Justin Casselle: Reese’s “Don’t Eat Lava” was my favorite spot of the night! It was so original, fresh, and funny. It was clear the creative team and the director really believed in the humor and the simplicity of this spot. Click here for all of Justin’s picks!
Pinnacle Advertising Creative Director Mike Priebe: Stella Artois. “Other David”. Matt Damon was a perfect use of a cameo celebrity and delivered his one-liners perfectly. You could tell he was having fun. A clever, unpretentious spot – with a tease that the story may continue. Perfect casting on the parents also…
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
Laughlin Constable Executive VP of Production Vincent Geraghty: Understanding the hard work and effort that goes into creating and producing a Super Bowl ad makes it difficult to comment on what ones seemed to fall short. However, MSC Cruises spot with Orlando Bloom and Drew Barrymore felt expensive, but it missed the messaging mark for me. I love weird, but the Coffee Mate “Tongue” felt really odd, maybe that’s OK? Click here for our full interview with Vincent!
Colle McVoy ECD Gil Muiños: Totino’s “Chazmo” – It wasn’t my least favorite, but it was the one that I thought could’ve been more. Click here to see Gil’s picks!
SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?
Quriosity Executive Producer Mark Conley: I felt there was NOT enough DEI commercial campaigns this year. I know this has a lot to do with the latest election and I don’t think this can be blamed on the NFL as they did their part with “I am somebody”. I really felt like the advertisers lagged on staying involved. Everyday I read where companies are removing DEI efforts from their policies and signatures are being mandated to remove pronouns, etc. This isn’t the platform for a serious political debate, but we are supposed to be moving forward as a society, not backwards. Click here for our full chat with Mark!
Optimus Editor Tim Cahill: I really dislike the spoilers and spoiler culture we have created for clicks and visibility. I think as an industry we are doing a disservice to the general appeal, the spots lose their “pop” or impact, deadening an authentic reaction. Click here for all of Tim’s Super Bowl commentary!
Cinematographer Christopher Rejano: I think that there is still room for more Asian/Pacific Island representation in commercials. I also think that while it’s great that there are so many celebrity appearances it’s always nice to see a working actor not of celebrity status in a successful ad. Click here for all of Christopher’s Super Bowl commentary!
BarkleyOKRP Exec Creative Director Ben Pfutzenreuter: What’s happening right now at the top end of our industry illustrates there’s plenty of room for great creative that delivers quality impressions, memory, and behavior from consumers. I’m inspired. Click here for more from Ben!
Thank you to all of our panelists for chiming in on this year’s Super Bowl slate! Check back here at SCREEN for more insight and interviews from advertising creatives across the country. You can also click right here to subscribe to our weekly email newsletter.
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