The NFL will again advertise in the Super Bowl with an effort made alongside creative partner 72andSunny, the agency which has produced the league’s big game ads since 2019, according to AdWeek. For the 2024 game, the NFL ran an ad entitled “Born to Play” that told the story of a young boy from Ghana who fell in love with football.

Anheuser-Busch InBev brand Stella Artois will advertise during the big game, a spokesperson confirmed to Marketing Dive. The brand last advertised during the Super Bowl in 2019 with a spot that featured actress Sarah Jessica Parker. 

Mountain Dew is returning to the Super Bowl for a second consecutive year, according to details shared with Marketing Dive. The effort, which is being handled by Goodby, Silverstein & Partners, will mark the seventh time the PepsiCo marketer has advertised during the big game. Last year, the brand ran a 30-second spot that promoted its Baja Blast beverage and starred actress Aubrey Plaza. 

Personal finance company NerdWallet will make its Super Bowl debut with a 30-second spot, a spokesperson confirmed to Marketing Dive. The effort will be handled by Deutsch and will run in the third quarter. Mediahub handled the media buy.

While this will be its first big game commercial, NerdWallet in the past has advertised during each of the NFL’s conference championship games over the last three years and has official partnerships with teams across the NCAA, NBA and MLS. 

“This decision builds on our success connecting with sports fans over the last several years, while giving NerdWallet a jumping off point to participate in the larger cultural conversation in a more meaningful way,” said Alison McCoy, vice president of brand marketing at NerdWallet, in a press statement.

Kellanova chip brand Pringles will return to the Super Bowl with a 30-second spot airing at the end of the second quarter, per details shared with Marketing Dive. The effort is the eighth consecutive big game ad from the brand but the first from new creative agency FCB New York. Press materials tease the humor and entertainment Pringles is known for while promising “a creative direction unlike anything fans have ever seen from the brand before.” Last year, the brand ran a 30-second spot that featured Chris Pratt being cast as Pringles mascot Mr. P in a movie.

General Mills’ Totino’s Pizza Rolls will make its Super Bowl debut with a national ad buy, per details shared with Marketing Dive. The move marks the first time parent General Mills has advertised in the Super Bowl in over a decade. Totino’s will work with agencies including Edelman, UM and Dentsu Creative for the effort. 

The brand, which bills itself as the first in the frozen pizza category to advertise during the big game, will also be bringing back its “Hang Time” Spanish-language ad for the game airing on Fox Deportes and Telemundo Deportes.

Reese's will return to the big game for the second year in a row, per a press release. The Hershey Company brand's ad during Super Bowl LVIII received top marks from Kantar, System 1 and the Kellogg School of Management.

“The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese's Caramel Big Cups. For 2025, we knew we had to go bigger and bolder,” said Ryan Riess, vice president of brand strategy and creative development at The Hershey Company.

Agency Erich & Kallman created a 30-second spot that is said to feature the brand's “signature wit” and a few surprises.

Ritz, the cracker brand owned by Mondelēz International, will air its first-ever Super Bowl ad, a spokesperson confirmed to Marketing Dive. The 30-second spot, which is being handled by The Martin Agency, will be directed by Jake Szymanski and produced by Gifted Youth and PXP.  The campaign will also include paid media, social amplification, retail and PR. 

The marketer’s appearance in the big game will mark the second year in a row that a Mondelēz International snack brand will appear during the ad break. For 2024’s game, sister brand Oreo advertised with a 30-second spot starring Kris Jenner. 

Taco Bell is returning to the Super Bowl after a three-year hiatus. The effort will be centered around fans of the chain and is expected to leverage footage captured from its Live Más Drive-Thru Cams, a camera experience that will travel to select Taco Bell locations nationwide in December. 

Taco Bell’s commercial will be produced in partnership with Biite and a fully integrated campaign includes work from Edelman, Spark Foundry, The Syndicate, Deeplocal and Cycle / Laundry Service. The brand’s last Super Bowl ad was in 2022 and starred Doja Cat.

Jeep will return to the big game in 2025, the Stellantis brand confirmed. Jeep’s Head of North America Robert Broderdorf made the announcement during a Nov. 21 presentation at the LA Auto Show during which he detailed plans for the brand’s future, including bolstering its marketing efforts. The brand ran an ad in the 2023 game that featured the Jeep 4xe and musically inclined animals but sat out alongside other Stellantis brands in 2024.

Instacart will advertise in the Super Bowl for the first time with an ad accompanied by a multi-channel campaign, a spokesperson confirmed to Marketing Dive. Creative for the effort will be led by the brand’s CMO Laura Jones along with Instacart’s internal Creative Studio team and agency partner TBWA\Chiat\Day. 

The move to advertise during the big game is reflective of the brand's evolving marketing strategy under Jones, who joined the team three years ago. 

“We recognize sports have the power to captivate audiences and drive brand awareness, and the Super Bowl gives us the ultimate platform to harness the unparalleled reach and cultural impact of the Big Game to introduce even more people to Instacart,” said Jones in a statement.

Unilever beauty brand Dove will advertise in the Super Bowl with a 30-second ad, the company confirmed to Marketing Dive. The ad, which will air during the fourth quarter, is being created in partnership with WPP’s Ogilvy and will address the issue of young girls dropping out of sports due to low body confidence. 

The commercial will highlight Dove’s Body Confident Sport program, which was launched in October 2023 and offers a set of scientifically proven coaching tools to help build body confidence in girls aged 11-17 years old. Dove advertised in the 2024 game with a spot entitled “Hard Knocks,” which was set to a version of “It’s the Hard Knock Life” and featured young girls taking the falls and hits that happen in athletics.

Hellmann’s will return to the Super Bowl for the fifth consecutive year with a 30-second ad created by agency VML, according to a company statement. The announcement follows a number of marketing stunts by the Unilever-owned brand around football season this year, including its partnership with quarterback Will Levis for a mayo-inspired fragrance and the introduction of new brand mascot Manny Mayo. 

GoDaddy, the internet domain registration company, is returning to Super Bowl advertising, according to a company blog post. The brand, which last advertised in the game eight years ago, will use the opportunity to promote GoDaddy Airo, its artificial intelligence (AI) solution that assists small business owners in growing their online presence. 

In the post announcing GoDaddy’s Super Bowl plans, CEO Aman Bhutani noted that the company is different today than it was during its often-proactive Super Bowl run from 2005 to 2017, adding that its evolution has meant a deepened focus on small businesses. GoDaddy Airo launched in late 2023 and has helped customers drive up to 29% more booking revenue and 4.7-times more engagements with AI-generated social posts, per the blog post.

Nerds is returning to the Super Bowl following a positive consumer response to its ad in the 2024 game, a spokesperson confirmed to Marketing Dive. The Ferrara-owned marketer will support its latest ad with a multichannel campaign spanning paid media, retail, PR, digital, social media and more.

Nerds advertised in the Super Bowl for the first time during the 2024 game with a spot that focused on its Gummy Clusters product. Since the game, Nerds’ household penetration has grown by 3.3 points, per details shared with Marketing Dive. 

Rocket Companies, the owner of Rocket Mortgage, will return to the Super Bowl, a spokesperson confirmed to Marketing Dive. New creative agency of record Mirimar will lead the effort. Rocket’s last Super Bowl appearance was in 2022 for Rocket Mortgage and featured actress Anna Kendrick. 

Molson Coors brand Coors Light will return to the Super Bowl for the third year in a row, according to a press release. The spot will offer a new take on the “Choose Chill” platform, according to Molson Coors’ CMO Sofia Colucci. 

“From our college football team alliances to partnerships with some of the chillest players on and off the field, Coors Light and football belong together,” the exec said in a statement. “Next year, expect to see more mountain-cold refreshment and more chill from Coors Light in the Big Game.” 

Coors Light advertised in the 2024 game with a 30-second spot that featured the return of the Coors Light Chill Train, a silver bullet train concept first introduced in 2005. As part of the effort, consumers could book a seat online to be virtually placed on the beer train and appear in a slo-mo version of the spot that became available online on game day.

Nestlé’s Coffee Mate will make its Super Bowl debut to introduce its new Coffee Mate Cold Foam product, per details shared with Marketing Dive. The ad is being created with Wieden+Kennedy, while Weber Shandwick and GroupM will handle PR and media buys, respectively.  

“With 1 in 5 coffee drinkers craving whipped topping on their beverages, and cold coffee on the rise, we couldn’t think of a better way to introduce our most experimental product yet,” said Daniel Jhung, president of Nestlé USA’s beverage division, in a statement. 

Frito-Lay’s Doritos is bringing back its “Crash the Super Bowl” contest for its latest big game appearance. The contest challenges fans to come up with a superior ad than the brand could on its own for the chance to see their 30-second concepts brought to life. Those who win will also receive a $1 million prize and a trip to the game. “Crash the Super Bowl” originally debuted in 2006 and ran until 2016. 

Froneri-owned Häagen-Dazs will make its Super Bowl debut for the 2025 game with a national ad, according to a company announcement. The campaign will be led by new creative agency partner Nice&frank with assists from Spark Foundry and The Door. The effort follows the success of the brand’s “That’s Dazs” campaign, per release details. 

Skechers was the first brand to secure its spot as an advertiser for the 2025 Super Bowl, according to a press release. The move, announced in May, will mark the 12th appearance by the sneaker brand at the event. Last year, the brand’s spot featured actor Mr. T and Tony Romo and played off the fact that there is no “T” in Skechers.