With Super Bowl ads costing around a whopping $7 million for a 30-second spot this year, viewers can expect some memorable commercials while watching the Chiefs and the Eagles face-off.
Super Bowl ads tend to be either a reflection on American societal trends or emerging industries looking to build momentum. Here's a look at a few trends in 2025's Super Bowl ads and some notable no-shows.
Taking the pulse
Though snacks and fast food will still feature prominently, health issues will take up valuable air time this year.
Swiss pharma company Novartis will run an ad focusing on breast cancer awareness. Dove will feature an ad highlighting young girls' low body confidence and how it leads to dropping out of sports. And non-alcoholic beverages like Poppi and Liquid Death will run spots alongside the usual wave of beer ads.
Meanwhile, direct-to-consumer (DTC) pharma company Hims & Hers will run its first Super Bowl ad. While the provocative ad touts the company's GLP-1 weight-loss medication, a low-cost competitor to name brands Ozempic and Wegovy, it also highlights cultural frustration with the US healthcare system at large.
"Something's broken, and it's not our bodies," the ad says. "It's the system."
Hims & Hers' ad is striking, as it comes only two months after the murder of UnitedHealthcare CEO Brian Thompson, allegedly by a man outraged over the state of US healthcare.
Big Tech at the big game
Once fledgling industries like cryptocurrency or online gambling platforms benefited from Super Bowl ads to raise awareness and profile. This year, Big Tech returns to the big game to give AI and futuristic tech the same treatment.
Google has a suite of Super Bowl ads this year, showcasing how small business owners use its AI tech to find customers. (One of these ads has already been reportedly caught giving incorrect information about cheese.) Additionally, ChatGPT creator OpenAI will reportedly serve up its first spot during the game. GoDaddy and Booking.com will also run ads showcasing new AI features this year.
Meta will return to the game this year, but not to hype its social media platform. Instead, It’l'll show off its AR Ray-Ban Meta glasses with the help of celebrities like Chris Hemsworth and Kris Jenner.
Notable no-shows
Who declines to run Super Bowl ads can be as interesting as who shells out.
Last year, Temu stormed the Super Bowl by running five ads both during and after the game. But this year, the discount retailer is notably absent. Temu, which is owned by a Chinese ecommerce giant, might be hoping for a lower profile as President Donald Trump's tariffs take shape.
Another high-profile absence from this year's ad offerings is the automotive industry; only Stellantis-owned brands Jeep and Ram will make an appearance. Kia, which has advertised in 14 of the last 15 Super Bowls, will sit this one out.
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