Reese’s | Don’t Eat Lava
Branded Memorability: 85 (+11 vs. 2024)
Reese’s Super Bowl ad had it all, showcasing Reese’s new product in a way that was not only highly memorable but also synonymous with what people know and expect of the brand. For Reese’s that’s fun, out-there, and highly explosive physical humor—all elements dialed to the max in “Don’t Eat Lava”, ensuring the ad could’ve only ever been for Reese’s.
“Love it, it was funny different and makes me want to go buy some right now.”
Doritos | Abduction
Branded Memorability: 78 (-5 vs. 2024)
After nearly a decade Doritos reinstated their “Crash the Super Bowl” contest, with 2025 delivering something truly out of this world. Fighting an extraterrestrial over the distinctly packaged chips ensured the brand remained at the forefront throughout. Although sparking some slight annoyance, that the ad communicated the product’s irresistible taste was undeniable. Blending humor and energy to captivate audiences in a distinctly on-brand way, it’s a not too shabby effort for a competition winner!
“I like how it has a silly and unique tone with the aliens wanting the Doritos too.”
Pringles | The Call of the Mustaches
Branded Memorability: 70 (-1 vs. 2024)
Changing tact from the warmth and happiness elicited in last year’s “Mr. P” spot, Pringles this year delivered an equally effective ad, albeit engaging people in an entirely different way. By leveraging some of America’s most iconic mustaches, the approach worked to equally enrapture viewers as it did annoy them, ensuring all eyes were fixated on not only the story but also Pringles’ unique branding device—the mighty mustache.
“The mustaches were funny and weird. I don't know if I liked it or not, but it was funny.”
Totino’s | Chazmo Finally Goes Home
Branded Memorability: 65 (New in 2025)
Another newcomer to the Super Bowl festivities, Totino’s introduced fall campaign character Chazmo the Alien to a much broader audience. While the protagonist’s untimely demise proved a divisive element among viewers, people nevertheless found the approach (along with the recognizable fathers) highly attention grabbing. Brand linkage was also reasonable thanks to the ad’s consistencies with previous campaigns.
“It was a messed-up ad to kill the Totino’s guy.”
Lay’s | The Little Farmer
Branded Memorability: 65 (-4 vs. 2022)
Lay’s 2025 Super Bowl ad featured the heart-warming story of a young girl growing a potato on her family farm, with the slow pace and rustic soundtrack helping reinforce the desired sentimentality. Although the emotional story was well received and fit well with expectations of the brand (with little narrative twists and turns to sustain engagement), the approach ultimately didn’t stand out and disrupt the status quo.
“It was a little bit hard to tell at first that it was a Lay’s commercial, but that little girl was so endearing.”
Ritz | Salty Club
Branded Memorability: 64 (New in 2025)
Joining the Super Bowl party this year, Ritz’s chose actors best known for their salty demeanor (Aubrey Plaza & Michale Shannon) in order to pitch the salty goodness of their signature cracker. The cameo performance of “Bad Bunny” helped spark engagement (for both positive and negative reasons), while the excellent use of assets emphasizing both the biscuit and red and yellow colors ensured people couldn’t forget Ritz was behind the ad.
“I liked that Ritz was shown throughout the ad, but the message was sort of bland.”
Nerds | Wonderful World of Nerds
Branded Memorability: 63 (-8 vs. 2024)
In a category known for its in-your-face sugar rush ads, Nerd’s mellow shift was sweet but ultimately struggled to satisfy. While celebrity appearances do hold sway, this year’s more pleasant tone—backed by Shaboozey’s “What a Wonderful World”—just wasn’t enough to help the candy brand stand out competitively. The rainbow colors and fun animated characters also felt a touch generic (Skittles, anyone?).
“I liked the New Orleans setting, the music, but didn't clue in what the product was until the end.”
Oikos | Surprising Strength
Branded Memorability: 63 (-11 vs. 2024)
After the success of last year’s “Hold My Oikos”, rinse and repeat was the directive for 2025. However, “Surprising Strength”—featuring British actor Juno Temple and footballer Myles Garrett—ultimately wasn’t strong enough to reap the same rewards as the affable Martin Lawrence last year. Although following nearly the exact same narrative structure, (balancing the use of celebrities while championing the yoghurt as the hero), the ad didn’t land the same punch.
“Trying to say that she could carry him after eating the yogurt was slightly lame.”
Haagen-Dazs | Not So Fast, Not So Furious
Branded Memorability: 62 (New in 2025)
Haagen-Dazs aimed to convey its “slow down and savor” positioning by featuring high octane action star Vin Diesel for their first-ever Super Bowl advert. While the addition of a string of Fast & Furious characters certainly helped create the desired cut-through and emotional engagement, the selection of celebrities (and overall theme) ultimately jarred with people’s expectations of the brand.
“I did not like the actors. This product does not fit them.”
Hellmann’s | When Sally Met Hellmann’s
Branded Memorability: 60 (-13 vs. 2024)
After Mayo Cat proved one of 2024’s most talked about Super Bowl ads, Hellmann’s 2025 homage to “When Harry Met Sally” struggled to deliver the same positivity. In short, the ad created significant annoyance—notably spiking during Meg Ryan’s character’s boisterous performance. What’s more, with the move away from the brand’s existing positioning (how the brand “levels up leftovers”), people’s recollection of Hellmann’s as the creative hero was diminished.
“I think this ad was inappropriate for a condiment.”
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