What Do Aliens, Lava & Mayo Have in Common? A Super Bowl Ad Win.
Did you know 42% of people watch the Super Bowl just for the ads? Honestly, fair enough.
This year, nearly 50 brands went all in, but only a few truly stole the show. Rumour has it some of the ad spots cost a whopping $8m for 30 seconds. So the pressure was high!
Full disclosure: I’ve never watched the Super Bowl. I know. But I do like to watch the half time show (I mean, Kendrick Lemar everybody) and the ads after it.
Here are three ads that made the biggest impact (and gave us something to talk about besides football):
1. HexClad’s ‘Unidentified Frying Object’
HexClad became the first cookware brand to land a Super Bowl ad, and they didn’t hold back. Imagine: Gordon Ramsay cooking for an alien at Area 51 using “top-secret alien cooking technology” (aka HexClad pans). The big reveal? The alien is Pete Davidson. Because of course it is.
Why it worked: A killer mix of celebrity power, sci-fi weirdness, and a fresh take on cookware branding. Plus, Ramsay yelling at an extraterrestrial? Sure.
2. Reese’s ‘Lava Big Cups’
Reese’s went full absurdist with their ad, claiming their new Chocolate Lava Big Cups have left people so confused, they’re now voluntarily running toward erupting volcanoes. The narrator offers a safer alternative: “Don’t eat lava. Eat chocolate lava.” Simple. Genius.
Why it worked: No big-name celebs, just pure chaotic energy and a clear product focus. Sometimes, all you need is a solid punchline and a little molten chocolate.
3. Hellmann’s ‘When Sally Met Hellmann’s’
Nostalgia marketing? Say no more. Hellmann’s brought back Billy Crystal and Meg Ryan to recreate that deli scene from When Harry Met Sally — but with mayo. Just when you think it’s purely a millennial throwback, Sydney Sweeney swoops in with the iconic line: “I’ll have what she’s having.”
Why it worked: A perfect blend of nostalgia and cultural relevance. And let’s be real — mayo hasn’t been this exciting since, well… ever.
The Winning Formula?
Humour. Nostalgia. Celebrities.
Super Bowl brands that nailed at least one of these scored big with audiences (more than that team anyway…)
Leaving it here:
I would love to know your Super Bowl highlights, leave a comment and let me know!
