In 2024, Uber Eats started a conspiracy theory with Matthew McConaughey positing that football was only invented to sell food to the hungry masses. For Super Bowl 59, Uber brought that conspiracy to an even bigger stage, further spreading the rumor with a star-studded cast including Martha Stewart, Charli XCX, Kevin Bacon, and Greta Gerwig.
The epic campaign featured a time-traveling journey through football’s history and behind-the-scenes content that was just as entertaining as the main commercial. Proving the concept has staying power, Uber has continued the campaign into this year with new star Bradley Cooper. – Brittaney Kiefer.
4. Nike | “So Win” by Wieden+Kennedy Portland
After nearly 30 years away from the Super Bowl, Nike returned with a bang. “So Win” put women athletes front and center on a male-dominated field.
Developed by Wieden+Kennedy Portland, the black-and-white film starred WNBA champions Caitlin Clark and A’ja Wilson. U.S. soccer star and Olympic gold medalist Sophia Smith Wilson, Olympic sprinter Sha’Carri Richardson, and WNBA player Sabrina Ionescu also featured. Directed by Kim Gehrig and set to Led Zeppelin’s rousing anthem “Whole Lotta Love,” the spot addressed the misconceptions faced by women at the top of their game, before highlighting their incredible successes.
The conclusion: “You can’t win, so win.” A powerful message in the glare of the Big Game’s testosterone-heavy spotlight. – Rebecca Stewart
3. Gap | “Katseye – Fall 2025” by Invisible Dynamics
Gap has been on a comeback tour, reviving its classic dance ads from the 1990s and early 2000s with a new generation of stars. Perhaps its most popular stop on that tour has been its Fall campaign starring global girl group Katseye, who wear low-rise denim and perform a remix of Kelis’ 2003 hit song “Milkshake.” The ad was a viral hit. Interestingly, it also came just weeks after American Eagle’s rival denim campaign with Sydney Sweeney, which sparked backlash. Gap showed how to actually make a denim ad that resonates with Gen Z. – Brittaney Kiefer
2. Apple TV | “The Cube” by Kamp Grizzly
