Super Bowl advertising often serves as an early indicator of the creative trends and bold concepts that marketers can anticipate throughout the coming year. In 2025, the impact of social media dynamics, use of humor and immersive experiences, rise of new brands and integration of AI will take center stage.
We spoke with Nicole Greene, VP, Analyst, in the Gartner Marketing practice to explore some of the advertising trends emerging in the lead-up to the Super Bowl and their broader implications.
Journalists who would like to speak with Nicole regarding this topic can contact Elizabeth.Bishop@Gartner.com. Members of the media can reference this material in articles with proper attribution to Gartner.
Q: Last year we saw a shift towards humor and nostalgia in advertising. Will we see a similar push this year? In terms of new brand entrants, what should we expect to see here?
A: Nostalgia will play a significant role in this year's Super Bowl advertising as brands continue to leverage its emotional connection with a wide range of audiences. Familiar faces, celebrities, retro themes, and iconic music are likely to make appearances, tapping into viewers' fond memories and creating a sense of comfort and familiarity.
Given the current global climate, brands are also expected to lean into humor and light-heartedness, offering an escape from the challenges of the world. This approach aligns with the Super Bowl's role as a moment of release and entertainment, where sports provide an unpredictable and engaging experience. Brands that effectively combine nostalgia with humor are likely to resonate well with viewers, creating memorable and impactful ads.
We will also see emerging brands using the Super Bowl as a launchpad for greater visibility by creating memorable ads that tap into themes like nostalgia and broad appeal, such as new entrant Haagen-Daz's focus on universally loved ice cream. Leveraging AI, like Instacart's ChatGPT plug-in for personalized shopping experiences, can also set them apart.
For those without the budget for TV spots, social media and interactive extensions offer cost-effective alternatives. Interactive or shoppable ads can engage viewers by turning second screens into extensions of the game. Additionally, utilizing technologies like facial mapping and audio cloning can help brands reach diverse audiences by delivering content in native languages, especially when featuring celebrities and influencers. By embracing these strategies, new brands can create a multi-platform presence that resonates with audiences.
Q: AI will continue to play a crucial role in shaping creative content and enhancing viewer engagement this year. How can brands utilize AI and innovative ad formats to engage Gen Z viewers during the Super Bowl, and how can they ensure transparency and trust in their AI applications?
A: AI is set to take center stage in this year's Super Bowl advertising. Brands can engage the highly influential Gen Z demographic during the game by utilizing AI to create personalized ad experiences and real-time interactions.
AI can be used to generate dynamic content that adapts to viewer preferences, enhancing engagement. Innovative ad formats, such as interactive or shoppable ads, can be harnessed to capture Gen Z's attention, encouraging them to participate actively rather than passively watch.
Gen Z is also increasingly drawn to diverse aesthetics that celebrate and showcase multifaceted femininity for entertainment purposes. With the rise in female viewership in the NFL, thanks in part to Taylor Swift, brands are likely to focus more on appealing to their female audiences.
To ensure transparency and trust, brands should clearly disclose their use of AI in creating these experiences, as Gen Z values authenticity and transparency. By extending the Super Bowl experience to social media platforms, brands can provide behind-the-scenes content and leverage influencer partnerships to reach Gen Z effectively, aligning with their values of sustainability and inclusivity while maintaining trust through open communication about AI applications.
Q: How are brands adapting their marketing strategies to maintain engagement across multiple social media platforms during the Super Bowl?
A: While there are questions about TikTok’s future, brands will likely continue to utilize the platform during the Super Bowl. They are also expected to increase efforts to drive engagement across other channels like Instagram, YouTube, and Snapchat. Additionally, some brands are exploring dedicated advertising hubs to maintain visibility and engagement, ensuring they reach audiences across various platforms regardless of potential disruptions.
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