Super Bowl 2025: Brands Bet Big on Star Power and Rising Ad Costs
Danone's Oikos Returns with Juno Temple and Myles Garrett
For the sixth consecutive year, Danone’s high-protein yogurt brand Oikos is set to air a Super Bowl commercial, reinforcing its brand message of strength and endurance. The 2025 campaign features British actress Juno Temple, known for Ted Lasso and Fargo, alongside NFL star Myles Garrett, in a spot directed by Wayne McClammy.
Temple expressed her excitement about starring in the ad, saying, “I seriously can’t believe I’m in a Big Game ad. This campaign is bold and unexpected, celebrating the message that strength can come from the most surprising places.”
Victoria Badiola, VP of Greek & Functional Nutrition at Danone North America, emphasized the broader appeal of protein consumption, stating, “The Big Game is a career-defining moment for athletes, but strength matters for everyone. Pairing Juno Temple and Myles Garrett while showcasing surprising strength is a fun way to bring our brand ethos to life.”
Nestlé’s Coffee mate Makes Its Super Bowl Debut
Meanwhile, Nestlé USA is making history with its first-ever Super Bowl ad for Coffee mate, promoting its new Cold Foam Creamer. The commercial features country music star Shania Twain, whose unmistakable vocals accompany the spot, highlighting the indulgence of Nestlé’s latest coffee innovation.
Häagen-Dazs Slows Things Down with Vin Diesel and Ludacris
In contrast to the fast-paced action typically associated with Super Bowl ads, General Mills’ Häagen-Dazs is taking a different approach—celebrating the art of slow enjoyment. The ice cream brand has enlisted Fast & Furious stars Vin Diesel and Michelle Rodriguez, along with a cameo from rapper Ludacris, to emphasize that its premium ice cream is best savored leisurely.
Super Bowl Ad Costs Reach Record Highs
The escalating price of Super Bowl advertising continues to reflect the game’s increasing commercial appeal. During an investor call, Fox confirmed that all advertising slots for Super Bowl 2025 have been sold out, with 30-second spots reaching a record $8 million—a significant jump from previous years.
Industry analysts attribute the rising costs to surging viewership figures, which hit 123.7 million in 2024, up from 115 million in 2023. With these figures, brands see the Super Bowl as an unparalleled opportunity to maximize exposure and drive sales.
A Battle for Consumer Attention
With brands pouring millions into securing prime-time Super Bowl placements, 2025’s commercial lineup promises to be one of the most star-studded yet. Whether through humor, nostalgia, or an appeal to personal strength, advertisers are once again proving that the Super Bowl isn’t just about football—it’s about capturing the biggest audience of the year in the most impactful way possible.
