2023: Tubi “Interface Interruption” by Mischief @ No Fixed Address
Super Bowl 2023 viewers were left scratching their heads when the broadcast was suddenly interrupted by what appeared to be someone scrolling through their Tubi menu. It turned out not to be a technical error but rather a promo for the streaming service. Earlier in the game, Tubi also aired a spot in which aggressive bunnies pulled people down a proverbial rabbit hole. But it was its “gotcha” moment that stole the show during the Big Game.
2024: CeraVe “Michael CeraVe” by Ogilvy
For a few weeks in early 2024, actor Michael Cera exhibited strange behavior. He carted around bags of CeraVe, signed bottles of the product in a Brooklyn pharmacy, and stormed out of a podcast interview after being asked about his ties to the L’Oréal brand, leading some to speculate that he was building a side hustle as a skincare guru. Finally, during a Super Bowl ad break, the truth was revealed: Cera’s performance was an elaborate prank for CeraVe’s Big Game debut. By building intrigue, getting hundreds of influencers in on the joke, and capturing the public’s attention weeks before the actual game, CeraVe and Ogilvy executed a campaign that redefined the rules of the Super Bowl marketing playbook.
2025: Nike “So Win” by Wieden+Kennedy Portland
After nearly three decades away from the Super Bowl, Nike made a bold return with a spot that put women athletes front and center in a traditionally male-dominated arena. The stark black-and-white film featured star athletes including Caitlin Clark, A’ja Wilson, Sophia Smith Wilson, Sha’Carri Richardson, and Sabrina Ionescu, who confronted the doubts faced by elite women competitors before flipping the script to celebrate their dominance. It closed with a simple challenge: “You can’t win, so win”—a defiant message delivered on the biggest, most testosterone-soaked stage in sports.
