The Top 25 Super Bowl Ads of 2025—And How You Can Reach Their Audiences (For Millions Less)
The Super Bowl isn’t just the biggest night in sports—it’s the biggest night in advertising. With a record-breaking 127.7 million viewers tuning in, brands dropped over $8 million per 30-second spot to reach this massive audience. But here’s the thing: they weren’t just throwing ads into the void. Every Super Bowl advertiser made strategic bets on who their customers were—sports fans, luxury shoppers, snack lovers, tech enthusiasts, or fitness junkies. And they spent millions to find, engage, and convert them.
The best brands aren’t just buying ads—they’re buying access to the right audience. And now, so can you. What if you could target the exact same audiences—without spending millions on a Super Bowl ad? That’s where Skydeo comes in. Just sign up for Skydeo Audience Manager (SAM) for free and instantly access 30,000+ predictive audience segments that match the customers Super Bowl ads were built for.
So, let’s break down the top 25 Super Bowl ads of 2025, who they targeted, and the predictive Skydeo audience segments you can use to reach the same audiences today—without dropping Super Bowl-sized millions.
1. Budweiser | “First Delivery”
Budweiser goes back to its roots with a heartfelt Clydesdale ad. A young foal dreams of joining the iconic Budweiser team, overcoming obstacles to make its first beer delivery, symbolizing tradition and resilience.
Target Audience:
Traditional beer drinkers, nostalgia lovers, and Super Bowl ad enthusiasts.
Skydeo Segments:
- In Market > Food & Beverages > Alcohol > Budweiser Brand
- ShoppingGraph > CPG Food and Beverage > Beer & Malt Based Beverages > Budweiser Brands
- Interest > Food & Drink > Alcohol > Beer
- HousholdGraph > Sports Fans > American Football Fans
2. Lay’s – “The Little Farmer”
A young farmer grows his first potato, taking it on an epic adventure before it becomes a bag of Lay’s. A warm, feel-good ad with a dash of humor.
Target Audience
Family-oriented consumers, snack lovers, and rural lifestyle audiences.
Skydeo Segments
- ShoppingGraph > CPG > Brand > Lay’s
- ShoppingGraph > GPG > Salty Snacks
- ShoppingGraph > CPG Food & Beverage > On-The-Go Snackers
3. Michelob Ultra – “The ULTRA Hustle”
A high-energy, star-studded ad featuring athletes pushing their limits, highlighting Michelob Ultra as the beer for those who hustle hard and play harder.
Target Audience:
Fitness enthusiasts, young professionals, and active social drinkers.
Skydeo Segments:
- In Market > Food & Beverages > Alcohol > Michelob Brand
- ShoppingGraph > CPG Food & Beverage > Beer and Malt Based Beverages > Michelob Brand > Michelob Ultra
- Interest > Health & Wellness > Health & Fitness
- Social Media Engagement > Wellness > Fitness Model Influencers
- Transactional > Health & Wellness > Gym & Fitness > Gym Customers
- ContextualGraph > Healthy Living
4. Stella Artois – “David and Dave”
David Beckham and Dave Grohl team up in a hilarious bar setting to debate who the real “David” is—over a Stella Artois, of course.
Target Audience:
Luxury beer drinkers, celebrity fans, and high-income urban professionals.
Skydeo Segments:
- ShoppingGraph > CPG Food and Beverage > Beer And Malt Based Beverages Category > Stella Artois Brand
- Social Media Engagement > Food & Drink > Beer Connoisseurs
- Interest > Food & Drink > Alcohol > Beer
5. NFL – “Somebody”
A moving ad showcasing NFL players mentoring kids through Big Brothers Big Sisters, Special Olympics, and community initiatives.
Target Audience:
Families, sports fans, and community-focused individuals.
Skydeo Segments:
- Affluent Audiences > Affluent Donors > Donors & Philanthropists
- Affluent Audiences > Affluent Donors > Children’s Causes
- Charitable Donors > Community-Based Charitable Organizations
- ConditionGraph > Caregivers > Caregiver Donors
6. NFL – “Flag 50”
A nostalgic, fast-paced ad celebrating 50 years of flag football, featuring top athletes and youth players across the U.S.
Target Audience:
Youth sports families, football enthusiasts, and sports educators.
Skydeo Segments:
- Interests > Sports > American Football
- HouseholdGraph > Youth Sports Enthusiasts
- ShoppingGraph > Purchases > Sports Merchandise & Activewear
- Sports > Football Fans > Highly Likely
7. Bud Light – “Big Men on Cul-De-Sac”
Post Malone, Peyton Manning, and Shane Gillis star in a hilarious spoof on suburban dads reliving their “glory days” over Bud Lights.
Target Audience:
Beer drinkers, comedy lovers, and suburban dads.
Skydeo Segments:
- Demographics > Housing Attributes > Ownership > Homeowners
- Demographics > Household Composition > Parents > Dads
- Interest > Food & Drink > Domestic Beer Enthusiasts
- Householdgraph > Ad Exposure > Bud Light
8. Uber Eats – “Century of Cravings”
A comedic look at how food cravings have evolved over 100 years, featuring historical figures ordering food via Uber Eats.
Target Audience:
Food delivery users, history buffs, and digital convenience seekers.
Skydeo Segments:
- Interest > Food & Drink > Uber Eats Dining Enthusiasts
- In Market > Food & Beverages > Food Delivery
- ShoppingGraph > Convenience & Grocery > Food Delivery > Online Meal Delivery
- ShoppingGraph > Convenience & Grocery > Food Delivery > Frequency > Heavy
- ShoppingGraph > Convenience & Grocery > Food Delivery > Spend > Heavy Spenders
9. Hellmann’s – “When Sally Met Hellmann’s”
Meg Ryan and Billy Crystal reunite to spoof their iconic “When Harry Met Sally” diner scene—this time over a Hellmann’s mayo sandwich.
Target Audience:
Nostalgia lovers, food enthusiasts, and rom-com fans.
Skydeo Segments:
- ShoppingGraph > Food and Beverage > Mayonnaise Category > Best Foods/Hellman’s Brands
- ShoppingGraph > Food and Beverage > Mayonnaise Category >
- ShoppingGraph > CPG > Product Type > Condiments
- Interests > Entertainment > TV/Movies > Classic Movies
10. Pfizer – “Knock Out”
A young cancer survivor’s journey is likened to a boxing match, with Pfizer highlighting its advancements in cancer treatment.
Target Audience:
Healthcare advocates, cancer survivors, and medical professionals.
Skydeo Segments:
- Charitable Donors > Cancer Cause Donors
- ConditionGraph > Disease Propensity by Type > Cancer
- Affluent Audiences > Affluent Donors > Children’s Causes
- Affluent Audiences > Affluent Donors > DOnors & Philanthropists
11. Doritos – “Abduction (For the Bold)”
An adventurous individual gets abducted by aliens and introduces them to the bold flavors of Doritos, leading to an intergalactic dance party.
Target Audience:
Young adults, snack enthusiasts, and fans of humorous sci-fi themes.
Skydeo Segments:
- ShoppingGraph > Food & Beverage > Salty Snacks > Doritos Brands
- ShoppingGraph > Food & Beverage > Salty Snacks > Cheese Snacks
- ContextualGraph > Hobbies & Interests > Sci-fi and Fantasy
- Demographics > Age > Millennials
12. Jeep – “Owner’s Manual”
Harrison Ford embarks on an off-road adventure, discovering that life’s best experiences come without an owner’s manual.
Target Audience:
Outdoor enthusiasts, adventure seekers, and Jeep loyalists.
Skydeo Segments:
- Auto > Automotive Owners by Make > Jeep
- In Market > Automobile > Make/Model > Jeep
- Interest > Nature and Outdoor Enthusiasts
- Persona > Small-town Lifestyle > Outdoor Enthusiast
- PlacesGraph > Natura & Outdoors > National Parks
13. Instacart – “We’re Here”
Instacart showcases its vast network of shoppers ready to deliver groceries and essentials, emphasizing convenience and reliability.
Target Audience:
Busy professionals, families, and individuals seeking convenient shopping solutions.
Skydeo Segments:
- AccountsGraph > Internet > Instacart
- In Market > Food & Beverages > Food Delivery
- In Market > Food & Beverages > Food Delivery > Frequency > Heavy
- In Market > Food & Beverages > Food Delivery > Spend > Heavy Spenders
- Transactional > Convenience & Grocery > Food Delivery > Online Grocery Delivery
14. Google – “Dream Job”
Google highlights individuals using its tools to land their dream jobs, showcasing features like job search, resume building, and interview preparation.
Target Audience:
Job seekers, career changers, and professionals aiming for career advancement.
Skydeo Segments:
- B2B > Job Seekers
- In Market > Lifestyle & Interests > Online Education
- ContextualGraph > Careers > Job Search
- ContextualGraph > Careers > Career Planning
- B2B > Employee Attributes > Working from home > Remote Workers Interested in Career Improvement
15. Dove – “These Legs”
Dove celebrates the strength and beauty of women’s legs, sharing stories of empowerment and self-acceptance.
Target Audience:
Women of all ages, body positivity advocates, and health-conscious individuals.
Skydeo Segments:
- ShoppingGraph > CPG Health & Beauty > Underarm Deodorant > Dove Brands
- ShoppingGraph > Household Supplies > Bar & Liquid Soap > Dove Brands
- Interest > Health & Wellness > Women’s Health & Fitness Enthusiasts
- ContextualGraph > Healthy Living
- Affluent Audiences > Gender > Affluent Women
- Interest > Beauty > Skincare
16. Novartis – “Your Attention, Please”
Novartis addresses the challenges of living with ADHD, highlighting the importance of understanding and treatment options.
Target Audience:
Individuals with ADHD, parents, educators, and healthcare professionals.
Skydeo Segments:
- Affluent Audiences > Affluent Donors > Health-related Causes
- Charitable Donors > Healthcare Organization Donors
- Health & Wellness > Mental Health Awareness
- Demographics > Occupation > Teacher
17. Foundation to Combat Antisemitism – “No Reason to Hate”
A powerful message promoting understanding and combating antisemitism, encouraging viewers to stand against hate.
Target Audience:
Social justice advocates, educators, and individuals committed to diversity and inclusion.
Skydeo Segments:
- Charitable Donors > Religious Cause Donors
- Political Pinpoints > High Dollar Donors > Influential Donors
- Skydeo > Charitable Donors > Likely Donors > Charitable Contributors in Last 12-months
- Skydeo > Charitable Donors > Likely Donors > Community-Based Charitable Organizations
18. Coors Light – “Slow Monday”
A humorous depiction of sloths enjoying a relaxed Monday after the Super Bowl, promoting Coors Light as the perfect beer for unwinding.
Target Audience:
Young adults, beer enthusiasts, and individuals seeking relaxation.
Skydeo Segments:
- HouseholdGraph > Ad Exposure > Coors Light
- ShoppingGraph > CPG Food and Beverage > Beer and Malt Based Beverages > Coors Brands > Coors Light
- In Market > Food & Beverage > Alcohol > Beer
- Interest > Food & Drink > Beer Brand Switchers
19. RAM Trucks – “Goldilocks and the Three Trucks”
A modern twist on the classic tale, Goldilocks test-drives three RAM trucks, finding one that’s “just right” for her needs.
Target Audience:
Truck enthusiasts, families, and individuals in the market for reliable vehicles.
Skydeo Segments:
- Auto > Automotive Owners by Make > Dodge Ram
- Auto > Automotive Owners by Make > Dodge Ram 150
- ContextualGraph > Automotive > Auto Body Styles > Pickup Trucks
- Interest > Nature and Outdoor Enthusiasts
- Persona > Small-town Lifestyle > Outdoor Enthusiast
20. WeatherTech – “Whatever Comes Your Way”
WeatherTech showcases its durable products protecting vehicles from various elements, emphasizing quality and American manufacturing.
Target Audience:
Vehicle owners, DIY enthusiasts, and supporters of American-made products.
Skydeo Segments:
- In Market > Automotive > New Cars
- Automotive > New Car Owners
- In Market > Lifestyle & Interests > DIY/Do-it-Yourselfers
- Interest > Hobbies & Interests > DIY/Do-it-Yourselfers
21. Pringles – “Call of the Mustaches”
A fun ad where people from all walks of life don Pringles’ signature mustache, celebrating the brand’s iconic look and flavor variety.
Target Audience:
Snack lovers, brand loyalists, and individuals with a sense of humor.
Skydeo Segments:
- ShoppingGraph > CPG > Brand > Pringles
- ShoppingGraph > CPG Food & Beverage > Salty Snacks > Pringles Brands
- ShoppingGraph > GPG > Salty Snacks
- ShoppingGraph > CPG Food & Beverage > On-The-Go Snackers
- CPG Consumers > Snack Food Lovers
22. Little Caesars – “Whoa!”
A comedic take on the surprise and delight customers feel when discovering Little Caesars’ new menu offerings.
Target Audience:
Pizza lovers, families, and value-conscious consumers.
Skydeo Segments:
-
- PlacesGraph > Little Caesars Pizza
- HousholdGraph > Ad Exposure > Little Caesars
- Interest > Food & Drink Locations > Quick Serve (QSR) > Little Caesars
- Transactional > Restaurants > Genres > Pizza Restaurant Customers
- Household > Home & Family > Party Planners
23. Rocket – “Own The Dream”
Rocket Mortgage helps a young couple visualize their dream home through an interactive, cinematic experience, showing how their mortgage solutions turn dreams into reality.
Target Audience:
First-time homebuyers, young families, and aspiring homeowners.
Skydeo Segments:
- Home & Real Estate > First Time Home Buyers
- Finance > Bank & Mortgage > Home Loan Intenders > Highly Likely
- Finance > Bank & Mortgage > Lending Consumers > Likely
24. Mountain Dew – “Kiss from a Lime”
A hilarious spoof on Seal’s “Kiss from a Rose,” featuring a lime serenading a Mountain Dew bottle as fans get hyped for the return of Baja Blast.
Target Audience:
Gen Z, soda lovers, and pop culture fans.
Skydeo Segments:
- ShoppingGraph > CPG > Brand > Mountain Dew
- ShoppingGraph > CPG Food & Beverage > Soft Drinks
- ShoppingGraph > CPG Food & Beverage > Soft Drinks > Pepsi Brands
- Demographics . Generation & Life Stage > Millennials / Generation Y
25. Booking.com – “Get Your Stay Ridiculously Right”
Tina Fey and a cast of quirky travelers demonstrate the ease of finding the perfect stay, from luxury resorts to budget-friendly getaways, all with Booking.com.
Target Audience:
Travel enthusiasts, frequent flyers, and budget-conscious vacationers.
Skydeo Segments:
- Travel > Booking Platform > Booking.com
- Affluent Audiences > Luxury Travelers
- Interest > Travel > Beach Vacations
- Interest > Travel > Luxury Travel Researchers
- Social Media Engagement > Travel > Travel Site Influencer
- Transactional > Travel > Airlines > Frequency > Moderate Frequency
Want to reach the same audiences as this year’s top Super Bowl advertisers without the Super Bowl price tag?
There you have it, this year’s top 25 Super Bowl ads weren’t just entertaining—they were masterclasses in audience targeting. From Budweiser’s timeless nostalgia with Clydesdales to Michelob Ultra’s fitness-focused hustle, from Google’s career-minded dreamers to Jeep’s adventure seekers, every winning ad found its audience and delivered with precision. Brands tapped into humor with celebrity cameos like David Beckham and Post Malone, evoked emotion through powerful storytelling from Pfizer and Dove, and leaned into convenience and innovation with Google, Instacart, and Uber Eats.
But here’s the thing: you don’t need to spend $8 million to reach these exact same audiences.
With Skydeo Audience Manager (SAM), you can instantly access 30,000+ predictive audience segments—from sports fans to luxury shoppers to young families—and fuel your campaigns with data-driven precision.
Sign up for free now at Skydeo.com and start reaching your ideal customers today—without the Super Bowl price tag.
