As of early Monday morning, 10 February, there are only two main topics of conversation: the game between the Kansas City Chiefs and the Philadelphia Eagles or, on the other side of the coin, everything that happened during the intermission of that game, but they all have a common link: Super Bowl 2025.
American football fans will tell you that what really matters is what happens on the field, but those of us who look a little further ahead know that what really makes history is what happens in half-time. Those of us of a certain age remember what happened with Janet Jackson and Justin Timberlake or continue to dance to the Latin revolution that was Jennifer Lopez and Shakira’s performance in 2020, but do we remember the outcome of those games?
If one thing is clear to us, it is that the general conversation is about the in-between and that’s where it’s all about: advertising.
Once again this year, the Super Bowl is one of the events that attracts the most viewers, this year it has surpassed 120 million viewers worldwide, which is a golden opportunity for brands. That is why a 30-second spot in this intermission usually reaches a price only suitable for very few advertisers. According to CBS, the average for 2025 was 8 million dollars, nearly a million more than the previous year. This is why brands choose to opt for ads that really capture the attention of viewers and allow them to generate brand recall. These have been some of the most prominent:
Beckham and Matt Damon together
Stella Artois beer surprised viewers with a creative advert: the Beckham family meets in a bar and David discovers he has a twin brother. This is none other than the well-known Matt Damon, who joins the plot in a humorous way, leaving viewers completely surprised.
Stitch sneaks onto the pitch
Another of the leading brands has been Disney who, to sponsor the new Lilo & Stitch film, have let the little blue extraterrestrial sneak onto the pitch and generate a fun chase.
Ben Affleck’s boyband by Dunkin’Donuts
For this type of events, brands bet on world-renowned figures to help them improve, even more, the conversation about the ad. This is the case of the famous candy brand Dunkin’Donuts, which has culminated its campaign started at the Grammy Awards. If in the prestigious music awards it was looking for members for its band DunKings, in the Super Bowl it has tried to recruit his brother Cassey Affleck and the also actor Jeremy Strong, surprising all the viewers.
Once again, this world-class event has lived up to expectations and it seems that, year after year, it seeks to surpass itself, so we can only wait for the next Super Bowl to find out what novelties will surprise us and if, as expected, it will continue to break the record of the ad price.
For those of you who still consider that the important thing is the game, we confirm that the Eagles won 40-22 over the Chiefs.