Will these snack brand commercials be the best of Super Bowl LIX?

Super Bowl LIX arrives on February 9th, 2025. 

As the 59th Super Bowl, this year's event will take place in New Orleans at Caesars Superdome — the eighth Super Bowl to be played at the stadium. The halftime show will feature the rapper Kendrick Lamar.

Last year, the Super Bowl went all in on snack brands. With names like Doritos, Pringles, Reese’s and Oreo taking their spots in the coveted Super Bowl ad breaks. And many snack-food favorites are set to return for 2025. 

Let’s take a look at which snack-brand legends will be featured and what their ad strategies might look like. 

“Super Bowl advertising is a massive reach vehicle. As a channel, it can potentially deliver over 100 million impressions. Moreover, that reach is arguably a lower bound as the message can be echoed across online platforms as well as traditional media networks. Indeed, consumers rewatch Super Bowl ads on YouTube, news outlets discuss Super Bowl ads the next day, and brands post on their social and digital channels.”

— Derek Rucker, Professor of Marketing, Kellogg School of Management

How much does a 30-second Super Bowl ad cost in 2025?

$7 million dollars. 

Fox reported in November that all their ads had already sold out — going for $7 million for a 30-second commercial. Fox CEO Lachlan Murdoch reported that the ads sold out, at “What we believe are record pricing.”

Last year, advertisers paid $6.47 million on average for a 30-second ad — an 11% jump from 2023’s $5.83 million.

The Super Bowl gives advertisers some of the largest reach of the entire year. 

The 2024 Super Bowl was the most-watched Super Bowl in history with a record 123.4 million viewers. It was the second most watched broadcast in American history since the moon landing in 1969. 

With brands paying millions for a 30-second slot, advertisers go all out with creative concepts, celeb cameos, and playfully surprising ad elements. 

As a result, Super Bowl commercials have become somewhat of a cultural phenomenon. 

Statista reports: 

“The Super Bowl has perennially seen advertisers going all in with their spending and ramping up star power. The result: 30-second-long ads that boast the production gloss (and often the same directors) of your favorite Hollywood blockbuster and ensure a multi-million-dollar ad revenue harvest for the National Football League (NFL).”

Three out of 10 Americans say that the commercials are their favorite part of the show. While five out of 10 Americans say a funny Super Bowl ad is their favorite kind of ad. 

Reddit user jmilred says: 

Let’s take a look at some of the biggest snack brands that will feature at the Super Bowl this year. 

Doritos 

Frito-Lay is reviving Doritos’ famous Crash the Super Bowl contest at 2025’s Super Bowl. The contest was first launched in 2006 and ran until 2016, receiving over 30,000 submissions from followers. The ad was brought back last year. 

Frito-Lay have rounded out their list of 25 semi-finalists with a chance to get their commercial shown at the Super Bowl. The winners will take home $1 million.

Bringing together a mix of user-generated content, contest marketing, and viral marketing (with Doritos' fans voting for the best ads across social media), Crash the Super Bowl was one of 2024's most talked about Super Bowl ads.

Tina Mahal, senior vice president of marketing at PepsiCo Foods North America says: 

"When Doritos originally launched this campaign nearly 20 years ago, it was the first of its kind, giving fans previously unheard-of creative control and ownership of our brand – and on the biggest advertising stage of the year."

She adds, "We still firmly believe that the best ideas arise when we are willing to be bold, take risks and champion our fans. Now that our fans have more access than ever to creative and ad-making tools, we can't wait to see what they have up their sleeves."

Ritz

Ritz is rolling out their first Super Bowl ad this year. The Martin Agency, director Jake Szymanski (Funny or Die and Dave Need Wedding Dates), and production companies Gifted Youth and PXP have taken creative control of the debut ad. 

In a press release, RITZ Marketing VP Steven Saenen promised the ad will be some of the brand's boldest creative yet: 

"On a day where our products will be served on party platters nationwide, it seemed only fitting for us to finally make an appearance on the big screen too. The creative is also our boldest yet, designed to raise the bar and meet the moment. We are excited to put it out into the world."

While this is the first year for Ritz, it’s the second year in a row that the Super Bowl will feature a Mondelēz International snack brand — Oreo took the spot in 2024. 

Reese’s 

Reese’s 30-second commercial was created by Erich & Kallman — which they say will feature Reese’s signature wit alongside a few surprises. Ryan Riess, vice president of brand strategy and creative development at The Hershey Company says: 

“The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese’s Caramel Big Cups. For 2025, we knew we had to go bigger and bolder. If last year’s spot taught us anything, it’s that people want more Reese’s in their lives. So, here we are – back for round two!”

Pringles

Staying true to their consecutive eighth-year streak, Pringles is back with a thirty-second ad set to air near the end of the show’s second quarter. This year's ad will be created by FBC New York. 

Last year’s Pringles ad featured Chris Pratt, who morphs into Pringles’ mustachioed Mr. P. Super Bowl fans were encouraged to share their own Mr P sightings — whether in a foamy coffee or out on their daily walk — sparking millions of pieces of user-generated content featuring the #ISeeMrP and #PringlesContest across Instagram and TikTok. 

What do we know about Pringles’ Super Bowl ad for 2025? Check out this super-short teaser.

Taco Bell 

After a three-year break from the Super Bowl, — Taco Bell is making a comeback with an ad featuring Taco Bell customers. The brand is recruiting Taco Bell Rewards members to pose for dedicated drive-through cameras across five stores. The brand will include the best ones in their upcoming ad. 

Chief Marketing Officer Taylor Montgomery says: 

“Every day in our drive-throughs we see moments that are so uniquely ‘our fans’ – the moments, the memories and the energy that makes Taco Bell who we are. That’s why, for our return to football’s biggest stage, we’re sidelining the celebrities and turning the camera on the fans who already make Taco Bell what it is. We’re inviting Taco Bell Rewards members to come through and do you."

Their last ad aired during the 2022 Super Bowl. It was created by Creative Brand Managed and starred singer and rapper Doja Cat. Watch the ad here: 

Let’s see which brands and types of commercials marketers and Super Bowl fans are most excited to see at this year's game.

Content Marketing Manager at PDQ, Rachel Bishop tells us what made her past favorite Super Bowl commercials so memorable: 

“Thinking about the ads that captured my attention in years past, I’ve noticed two recurring themes: humor and nostalgia.

I loved last year’s Uber Eats ad that featured Jennifer Aniston and David Schwimmer. Seeing “Rachel” forget “Ross” made me stop in my tracks, and I was laughing all throughout the commercial. I also loved seeing Aubrey Plaza, known for her deadpan humor, as she, “Had a [Mountain Dew Baja] Blast,” — and Nick Offerman’s appearance at the end just sweetened the deal! This one made me want to go back and rewatch Parks and Rec.”

And here’s what she hopes to see February 9th: 

“Looking ahead, I’m excited to see brands continue to raise the bar with humor and nostalgia. Let’s be real: after that third slice of pizza and seventh chicken wing, we’re all just here for the vibes and the laughs as we take a breather from the game. And as a millennial, I’m especially here for anything that brings a wave of 90s nostalgia (seriously, where’s the Lisa Frank-inspired ad? Your move, Pringles.).”

Copywriter and Marketing Strategist Helene Cohn talks about the comeback of Doritos' Crash the Super Bowl: 

“Crash the Super Bowl ran every year from 2006-2016, so this is the first time the contest has been held in almost ten years. Frito-Lays bringing back the contest is a great example of the nostalgia—or newstalgia—marketing trend we’ve been seeing quite a bit of for the past few years. 

Millennial and older audiences will be excited to see the return of the campaign and relive the excitement of seeing what ad takes center stage on basically the biggest advertising platform EVER, with an idea crafted not by advertising bigwigs, but by their peers.

Gen Zers will also have the opportunity to participate with a fresh perspective, tapping into today’s cultural and social trends and showing a different, unique approach as a result of living through an entirely different cultural lens."

Helene shares her favorite from the semi-finalist roundup:  

"From the semi-finalist ads posted, my favorite is, “Home From Work.”

“Home From Work”, which is wildly relevant right now as more and more people have some thoughts and feelings about returning to the office, shows that all you need is unlimited Doritos to get people not only to return to the office willingly, but to be more productive than ever before. 

People working from boats, hot air balloons, and bubble baths rush to return to their Dorito-clad office space, which is juuuust ridiculous enough to make a hot button issue light hearted, fun, with the perfect dose of humor (and Doritos, of course).” 

Watch Helene’s top semi-finalist pick for Crash the Super Bowl here. 

To see whether our ad predictions for Super Bowl LVII came true — head here. 

Super Bowl commercials have become legendary. And many of the biggest snack brands have secured their spot for 2025 — from Pringles to Ritz and many more. Whether this year’s snack-brand ads will feature our favorite sitcom actors, crazier concepts, or wittier scripts — let’s see what brands have got for us this year.