Super Bowl 59 didn’t just deliver an unforgettable game—it also gave us a lineup of commercials that will be talked about for months. With brands paying up to $8 million for just 30 seconds of airtime, advertisers pulled out all the stops, bringing in A-list celebrities, jaw-dropping visuals, and laugh-out-loud moments to win over audiences. From Matthew McConaughey taking us through the history of football (and hunger) for Uber Eats, to Willem Dafoe and Catherine O’Hara proving their pickleball prowess for Michelob Ultra, the night was packed with surprises.
Here’s a look at the Super Bowl 59 ads that stole the show.
Nike: “So, Win” – A Tribute to Women’s Sports
Nike made its grand return to the Super Bowl after nearly three decades, celebrating the rise of women’s sports. The ad featured stars like Caitlin Clark, A’ja Wilson, and Sha’Carri Richardson, with a powerful message: "You can’t be so ambitious. You can’t stand out. You can’t win. So, win." At a time when women’s sports are gaining more attention and fandom, Nike tapped into a movement, not just a moment—solidifying its status as a brand that champions athletes who defy expectations.
Pfizer: “Don’t Call It a Comeback”
Pfizer took a different approach, delivering an emotional punch with a young cancer survivor triumphantly ringing the bell to LL Cool J’s Mama Said Knock You Out. The unexpected song choice turned an already powerful moment into something truly unforgettable. It was an ad that didn’t just celebrate resilience—it embodied it.
Uber Eats: Football, Food, and Matthew McConaughey
Uber Eats enlisted Matthew McConaughey as an eccentric storyteller pitching a film about the deep-rooted connection between football and food. Director Greta Gerwig skeptically listened as McConaughey spun a tale featuring cameos from Charli XCX, Kevin Bacon, and Martha Stewart. The mix of highbrow (Gerwig) and pop culture (Stewart and Bacon) created a playful, self-aware ad that was both funny and on-brand.
Dunkin’: Ben, Casey, and Method Acting
Dunkin’ continued its partnership with Ben Affleck but added Succession star Jeremy Strong, known for his intense method acting. Rising from a vat of steaming coffee grounds, Strong whispered, “I’m just trying to find the character,” much to the confusion of Affleck and his brother Casey. The ad was a nod to pop culture’s obsession with Strong’s acting methods, making it a fun, self-referential win.
Angel Soft: The Most Expensive Bathroom Break in History
Angel Soft leaned into humor with a 30-second countdown reminding viewers that this was their "perfect time" to run to the restroom. A tiny, animated angel pleaded, "Why are you still here?" just before halftime—a playful acknowledgment of how tricky it is to find a commercial break worth missing. It was a smart, self-aware moment that used relatability and humor to make toilet paper memorable.
Michelob Ultra: Pickleball Pros vs. Legends
Willem Dafoe and Catherine O’Hara—an unlikely pickleball duo—took on NFL legend Randy Moss, Olympic gold medalist Ryan Crouser, and WNBA star Sabrina Ionescu in The Ultra Hustle. The ad played on the surprising intensity of pickleball culture, blending celebrity absurdity with genuine competition. Michelob Ultra successfully positioned itself as the beer of casual but competitive athletes, reinforcing its long-standing association with sports.
Uber: “When Harry Met Sally… Again”
Uber took a nostalgic turn with a clever homage to When Harry Met Sally, featuring Meg Ryan and Billy Crystal reuniting in a diner. The ad playfully revisited the film’s famous “I’ll have what she’s having” scene—this time with a modern twist, as Ryan dramatically ordered Uber Eats delivery instead of a meal from the diner. The spot was a perfect mix of nostalgia, humor, and brand relevance, proving that some classics never go out of style.
Why They Worked
The best Super Bowl ads don’t just entertain—they create cultural moments. Whether by embracing humor (Angel Soft), tapping into cultural momentum (Nike), or subverting expectations (Pfizer), these brands understood that Super Bowl commercials need to be more than just ads. They need to be experiences.
As advertisers continue to push boundaries, one thing remains clear: the Super Bowl isn’t just the biggest night in football—it’s the biggest night in advertising.
