By: Lauren Stansburry
Whether you're a die-hard football fan or just there for the vibes, Super Bowl commercials are an iconic tradition. With 127 million viewers tuning in this year, brands had the ultimate stage to make an impact. Sixty-seven ads aired, ranging from 15 seconds to a whopping 143 seconds, with the average spot lasting 46.13 seconds. With a price tag of $8 million for a 30-second slot, brands had to be strategic in their messaging and engaging their audience.
This year's standout was a one-minute PSA for breast cancer awareness, featuring comedian Wanda Sykes. What started as a lighthearted ad quickly pivoted to a serious message, urging women to get screened. With over six million women watching, the campaign effectively leveraged the Super Bowl’s massive audience to raise awareness and drive action. Directed to YourAttentionPlease.com, a Novartis-sponsored screening resource, the ad’s goal was clear: save lives through increased screenings.
From a public relations perspective, the campaign was a masterclass in cause marketing. By combining humor with a life-saving message, it avoided PSA fatigue and kept viewers engaged. Partnering with Sykes, a breast cancer survivor, added credibility and authenticity, making the call to action more impactful. This clever use of humor and urgency made the ad one of the most memorable and meaningful of the night.
For the first time since 1998, Nike returned to the Super Bowl with a one-minute ad, "You Can’t Stop Us," that shattered expectations. The ad spotlighted female athletes pushing the limits of what society says they "can’t" do, featuring icons like Jordan Chiles, Caitlin Clark, A'ja Wilson, and Sha'Carri Richardson. With a powerful voiceover from rapper Doechii, the ad’s message was one of defiance and perseverance:
“You can’t be demanding. You can’t be relentless. You can’t put yourself first. So, put yourself first.”
From a public relations standpoint, this campaign is a strategic move for Nike, a brand that has faced criticism for its treatment of female athletes. From maternity policies that penalized pregnant athletes to underrepresentation in marketing, Nike’s past actions have sparked controversy. However, this ad signals a potential shift, positioning Nike as a brand that celebrates and empowers women in sports.
Nike strategically placed the ad just before halftime, the most engaging moment of the game, reaching 28.1 million households and making it the most-viewed ad of the night. This timing maximized exposure, proving that inspirational messaging and cultural relevance can make for an unforgettable campaign.
In 2025, the NFL continued its push for flag football, airing a two-minute commercial advocating for the sport to become a varsity offering in all 50 states. Featuring stars like Marshawn Lynch and Justin Jefferson, the ad used humor and a high school movie trope to highlight the journey of young women joining the sport.
This campaign is a strategic PR move for the NFL, building on its efforts to diversify its audience. With flag football officially confirmed as part of the 2028 Olympics, the sport is set to gain more global attention. This inclusion not only increases its international visibility but also has the potential to influence the sport on a broader scale. By promoting grassroots flag football, the NFL is aligning itself with youth engagement and inclusivity—key factors for fostering long-term brand loyalty and expanding its global footprint.
Super Bowl commercials aren’t just about selling products—they’re about storytelling with purpose. This year’s most talked-about ads, like the breast cancer PSA, Nike’s campaign, and the NFL’s flag football promotion, used their multimillion-dollar airtime to spark important conversations around health, gender equity, and inclusivity.
From a public relations perspective, these ads embodied key principles: audience targeting, message clarity, and strategic partnerships. By connecting with viewers on an emotional level, brands and organizations made their Super Bowl spots more than just entertainment—they made them memorable moments that contributed to cultural change.
In today’s world, consumers demand authenticity and social responsibility. The brands and organizations that successfully blend powerful messaging with smart PR strategies will continue to lead the conversation long after the game is over.