The Evolution of Super Bowl Ads: Then vs. Now

Each year, millions of Americans tune into the Super Bowl, not just for the game but for the highly anticipated commercials. As an advertising agency, we are naturally drawn to these moments—after all, this is the biggest stage for creative marketing. However, this year, we noticed something interesting: Many people have commented that there wasn’t a single, standout ad that truly captivated them.

This raises a compelling question—how have Super Bowl ads changed over the years, and why do they seem to be struggling to create the same lasting impact as they did 25 years ago?

A Changing Audience, A Changing Approach

The Super Bowl audience of 25 years ago was vastly different from today’s. In the late 1990s and early 2000s, TV was king. The Super Bowl was a rare, communal TV event where nearly every household was locked in for four hours, with commercials being an integral part of the experience. Advertisers focused on simple but memorable storytelling, brand-building, and humor. Companies knew they had a captive audience and took their time crafting ads that people would talk about for weeks.

Fast forward to today, and the landscape has shifted dramatically. We are living in a digital-first world, where attention spans are shorter, audiences are fragmented, and social media dominates how we engage with content. Instead of commercials being a primary focus, many viewers are second-screening—checking their phones, scrolling social media, or watching the ads later on YouTube rather than experiencing them live. Because of this, Super Bowl commercials have had to adapt. Brands now lean into nostalgia, emotional storytelling, and interactive experiences to break through the noise.

The Standout Ads of Super Bowl LVIII

While no single ad seemed to achieve universal acclaim, there were several that stood out in different ways:

• Budweiser’s Clydesdale Commercial – Budweiser leaned into its long history of Super Bowl dominance by bringing back the iconic Clydesdales. This nostalgic approach tapped into viewers’ emotional connections with the brand, reinforcing its status as an American classic.
• Jeep & Harrison Ford – Jeep played into its rugged, adventurous brand image with Harrison Ford, an icon of adventure himself. The combination of star power and nostalgia helped make this ad one of the more talked-about spots of the night.
• Uber Eats & the NFL Food Conspiracy – A well-crafted mix of humor and celebrity endorsements, Uber Eats’ ad about NFL players forgetting food-related facts entertained audiences with its playful absurdity.
• Meta’s Quest 3 & Chris Hemsworth – The auction world had a moment in this one! Meta creatively used humor, technology, and a bizarre yet engaging storyline where a legendary banner was auctioned off—only to be accidentally eaten by Chris Hemsworth. This ad stood out to us not just because of the auction tie-in but because it effectively showcased the Meta Quest 3’s potential in a fun and unexpected way.
• HeGetsUs.com – This faith-based campaign took an emotional approach, aiming to connect with audiences on a deeper level. With powerful imagery and messaging, the ad cut through the commercial noise with a message of compassion and understanding.
• Pfizer’s “Knock Out” Commercial – In a world still grappling with health challenges, Pfizer took a bold approach, blending dramatic visuals with an inspirational message about scientific breakthroughs. The ad stood out for its cinematic quality and high-stakes storytelling.

Why This Matters to Blue River Digital

At Blue River Digital, we are passionate about understanding the ever-changing landscape of advertising. Super Bowl commercials are more than just high-budget entertainment; they set the tone for trends, audience expectations, and marketing strategies across industries. As we help our clients navigate digital marketing, branding, and storytelling, it’s essential to analyze how these ads succeed (or fail) in engaging audiences. The insights from Super Bowl ads influence the way we craft campaigns that capture attention, evoke emotions, and ultimately drive results for businesses of all sizes.

The Future of Super Bowl Advertising

Super Bowl ads today must work harder to earn attention. With a more distracted and segmented audience, advertisers are no longer just creating 30- or 60-second TV spots—they are designing entire campaigns that extend beyond the game itself. Many brands release teaser trailers, interact with fans on social media, and craft follow-up content to keep the conversation going.

Additionally, nostalgia has become a significant tool in modern advertising. As seen with Budweiser and Jeep, brands are relying on past successes to tap into emotional connections, rather than risking entirely new and untested creative directions. Meanwhile, companies like Meta are leveraging innovation and humor to reach younger, tech-savvy audiences.

Ultimately, the evolution of Super Bowl ads mirrors the evolution of our culture. The way we consume content has changed, and advertisers must continue to adapt. While this year’s ads may not have had a universally agreed-upon “best commercial,” they still reflect the shifting landscape of media consumption and brand storytelling in 2025.