Experiences refined for people
On game day, the competition extends beyond the field, as brands vie for a spot in watercooler (or Slack) conversations the next morning.
This year, the Super Bowl lineup includes new premium brands like Häagen-Dazs, Bosch, and Instacart, bringing indulgence, innovation, and convenience to millions of viewers.
The 2025 Super Bowl marks a bold shift in its advertiser lineup, with premium brands making their debuts and breaking the mold of traditional snack, beer, and car ads.
While details about these commercials are still under wraps, early hints reveal unique creative strategies that reflect each brand’s ambitions.
Häagen-Dazs (Luxury Ice Cream): Building on its successful That’s Dazs campaign, Häagen-Dazs is teaming up with its new agency, nice&frank, to craft a high-energy ad that appeals to a younger, indulgence-seeking audience. Teasers like “Engines On” and “The Heist”—featuring racing cars and a dramatic ice cream delivery—hint at an action-packed commercial designed to surprise and delight.
Bosch (Technology): Bosch’s campaign leans on its tagline, ‘Coded #LikeABosch.’ The ad showcases tech innovations across a range of products, including race cars, smart bikes, and home appliances. Expect a sleek, tech-forward ad that emphasizes precision and quality engineering produced by Bosch’s partner, Droga51.
Instacart (Delivery Services): Expanding its push into sports marketing, Instacart is collaborating with TBWA\Chiat\Day and its in-house studio for a campaign that could build on its quirky, energetic “Kazoo” ads. While details remain a mystery, the brand’s focus on convenience and lifestyle integration will likely take center stage.
For high-end brands, the Super Bowl isn’t just about visibility; it’s about redefining cultural relevance and amplifying their value proposition in a fragmented media landscape.
In this high-stakes arena, they’re seizing the moment to solidify their leadership in shaping modern lifestyles.
Investing in a Super Bowl ad is a high-stakes gamble with massive rewards for brands that get it right.
Costs vs. Rewards
A 30-second spot in 2025 costs over $7 million, with total investments climbing higher when factoring in production and celebrity endorsements. Despite the cost, the potential payoffs include:
Beyond Game Day
Super Bowl ads aren’t just one-day events—they’re cultural catalysts that amplify impact across multiple channels:
 How should you retarget your Super Bowl audience? |
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| “Capitalize on Super Bowl buzz by retargeting the audience that matters most—those who visited your website, engaged with your app, or signed up for emails during the game. These are your warmest leads, primed for personalized follow-ups that extend the impact of your campaign well beyond game day.” Brandon Pollard, Director of Advertising Operations, KORTX |
Experiences over essentials: Consumers, especially younger demographics, prioritize indulgence and experiences over purely utilitarian products. This shift makes the Super Bowl a prime opportunity for brands to connect with lifestyle-conscious audiences.
Post-pandemic indulgence: After years of belt-tightening, many are ready to splurge—whether on luxurious treats, innovative tech, or services that simplify their lives.
Breaking through tradition: With snacks, beer, and cars dominating the Super Bowl landscape, high-end brands offer something unexpected. The novelty factor alone can grab attention.
Proving relevance: As new leaders emerge across industries, brands can use the Super Bowl to signal they’re as culturally impactful as traditional advertisers.
Targeting high-spending audiences: Even amid economic fluctuations, higher-income consumers continue to invest in premium goods, giving these brands confidence in their ROI.
Positioning for growth: Super Bowl ads signal optimism and strength, helping brands position themselves for a rebound in spending or growth in their sector.
Even in a high-stakes game, some brands rise above the competition with campaigns that deliver significant results:
BMW (2024): In one of the most celebrated Super Bowl ads of recent years, BMW combined star power and humor with its “Talkin’ Like Walken” campaign. Featuring Christopher Walken and Usher, the ad emphasized the brand’s distinctiveness, aligning it with Walken’s unique persona.
BMW’s ad was developed by GS&P and directed by Super Bowl veteran Bryan Buckley, with stunning visuals by Hoyte van Hoytema of Oppenheimer fame.
Impact:
 Is Super Bowl advertising worth it? |
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| “Capitalize on Super Bowl buzz by retargeting the audience that matters most—those who visited your website, engaged with your app, or signed up for emails during the game. These are your warmest leads, primed for personalized follow-ups that extend the impact of your campaign well beyond game day.” Sam Wilsom, Senior Account Executive, KORTX |
By tapping into the Super Bowl’s unmatched visibility, brands can create cultural moments that extend their influence and drive consumer action. This integrated strategy boosts brand awareness and creates a seamless pathway to engagement, loyalty, and purchase.
The 2025 Super Bowl demonstrates that for premium brands, the event has evolved from a platform for visibility into a powerful tool for accelerating conversions and building deeper, lasting connections with aspirational audiences.
About the Author
Kaylee Pope is the Content Strategy Director here at KORTX. When she is not writing blogs or crafting strategy, she enjoys time outdoors with her cattle dog mix, exploring Detroit restaurants, and a good book.
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