How can brands get the most out of sports stars?
Tom Gent, Co-Founder and Head of Creative at sports content studio, Founder Creative, explores what happens when sports and brands collide and shares tips on making ads with athletes.
Super Bowl reviewed: a look at the ads that touched down in 2025
As the Super Bowl fades into a distant memory of alien antics, celebrity sea creatures and scenic equine adventures, Steve Howell, CCO at Dark Horses, examines what truly worked this year, and how the usual contenders stacked up against some promising newcomers.
NFL stars go back to school
The National Football league debuts its star-studded, American-high-school-inspired spot, aiming to make female flag football a varsity sport in all 50 states.
Meta and Ray Ban’s banana drama
Chris Pratt and Chris Hemsworth get in a pickle in Kris Jenner’s private art gallery in a Super Bowl ad spotlighting the brands’ AI-powered glasses.
NerdWallet’s financially-savvy sea beast
Kieran Culkin brings his signature charm to the role of an aquatic creature offering credit advice in the American personal finance company’s fun Big Game spot.
Lay’s' spudding young farmer
Directed by Taika Waititi, the crisp brand’s Super Bowl spot is a sweet story about a green-fingered girl and her first potato harvest.
Novartis gets obsessed with breasts
Starring comedian Wanda Sykes and actress Hailee Steinfeld, the medical company’s attention-grabbing Big Game spot urges viewers to prioritise breast health.
ChatGPT joins the dots
The evolution of man is given a spotty retelling in this stark and beautiful animation for the OpenAI service.
Timing is everything; to release or not to release?
In advertising, like in life, timing can be everything. While previous thinking told us pre-releasing a new Super Bowl campaign was a creative no-no, that's not necessarily the case anymore. Kerry O'Connor, Group Strategy Director at McKinney, looks at why.
Goggins' GoDaddy grift
In Ian Pons Jewell's spectacular reveal to Quality Meats' drip-fed teases, Walton Goggins' fake it til you make it attitude is enabled by GoDaddy Airo.
Matthew McConaughey exposes football's tastiest conspiracy theory for Uber Eats
The dubious connections between NFL staples and munchable snacks are laid bare in Special Group and Jim Jenkins' joyful, celeb-fuelled spot.
NFL's motivational montage
National Football League players inspire kids to believe in themselves in an uplifting and poetic Super Bowl spot directed by Savanah Leaf.