The best Super Bowl 2025 commercials (so far), according to experts

nypost.com:

reportedly around $8 million per 30 seconds of air time. “There’s the Super Bowl playbook, as we call it,” expert Magda Tomaszewski told The Post.

Tomaszewski, a freelance global brand director who has worked with brands such as Nike and Wallmart, explained that the usual format includes ads focusing on “nostalgia, celebrity, comedy, and often animals.” Experts all noted that the 2025 ads are playing it safe. “The Chiefs are going for a repeat, and for a lot of brands, they’re going on repeat,” Peter Bray, Founder and Executive Creative Director at Bray & Co, told The Post.“It feels like people aren’t so much introducing new characters or ideas – a lot of brands have seen what worked in the past, and are going back to it,” he noted.

Here’s what experts had to say about the key ads of the 2025 Super Bowl. This year’s ad for the mayo brand made a splash by reuniting “When Harry Met Sally” stars Meg Ryan and Billy Crystal for a recreation of the classic rom com’s iconic diner scene.

Sydney Sweeney also made a cameo at the end. “That’s a good one,” Alison Weissbrot, the Executive Editor of Adweek, told The Post. “It’s been a fan-adored movie for decades [and it’s] a really iconic scene that everybody knows about.”Bray said, “What’s impressed me is how Hellmann’s understood their audience, and by introducing Sydney Sweeney [at the end], they’re making Hellmann’s relevant again to a whole new generation.” Magda disagreed slightly about the Sweeney cameo. “I think that the brand has done a really amazing job with… pairing such an iconic product to an iconic cultural moment that has resonated across generations.