Super Bowl ads for 2025 “seems to be a lot of brands playing it very safe.”

As the anticipation for Super Bowl 2025 reaches its peak, brands are gearing up with advertisements that promise to deliver a hefty dose of nostalgia and comfort. Janine Poggi, Editor-in-Chief of Ad Age, provides insights into this year’s trends, noting that many brands are choosing to play it safe by sticking to tried-and-true formulas.

Return to Pop Culture Icons

The ads this year are expected to revive familiar pop culture references, particularly from the 90s. One such example is Hellmann’s ad, which recreates the iconic scene from When Harry Met Sally at Katz’s Deli, featuring the original stars Meg Ryan and Billy Crystal. This nod to a beloved movie moment is reflective of a broader trend in this year’s advertising strategy.

Poggi points out that the ads will feature “lots of familiar characters, familiar faces” that evoke a sense of comfort and nostalgia. The presence of the Muppets and Booking.com is set to remind audiences of fond memories and simpler times, while a remake of The Fast and the Furious promises high-octane nostalgia.

Big Budgets and High Stakes

Despite the comfortable themes, the stakes in the advertising world are anything but low. The upfront cost for a 30-second spot started at $7 million, but the demand was so intense that Fox reported a waiting list as the game approached. Brands eager to secure a coveted slot were willing to pay up to $8 million, a new record for Super Bowl advertising.

A Safe Yet Bold Approach

While the themes may be safe, the financial investments underscore a bold confidence in the power of nostalgia to capture viewer attention and resonate with audiences. This year’s Super Bowl ads, with their blend of familiar faces and iconic moments, aim to create a connection that is both emotional and memorable.

Conclusion

As the big game day arrives, audiences can expect a line-up of ads that not only entertain but also comfort by tapping into the nostalgic heartstrings of 90s culture. With Janine Poggi’s insights, it’s clear that nostalgia isn’t just a feature of this year’s ads; it’s the very foundation upon which brands are building their strategies. This Super Bowl, more than ever, promises a celebration of the past with a confident eye on the future.