5 Bold Ad Trends Set to Define Super Bowl LIX

Play big or don’t play at all

The Big Game has always been a big stage. But this year, it’s a battlefield. If you’re not bold, you’re invisible.

The brands that will stand out won’t just make ads; they will create moments. They will read the room, lean into culture and deliver work and experiences that feel alive. Safe ideas? Many will die on the pitch table. It’s about connection, not campaigns.

The winning plays:

Taking a big risk

Expect at least one brand to spark controversy, polarize audiences and own Monday-after headlines. Think back to Apple’s “1984” or Procter & Gamble’s “Like a Girl.” In 2025, brands must stop trying to please everyone. It’s not about playing it safe it’s about being unforgettable. The winners will make you feel something: joy, outrage, nostalgia, pride. They won’t be afraid to alienate folks along the way. It’s not about fitting in. It’s about standing out. If you’re not in the cultural conversation, you’re nowhere. This is the Super Bowl.

Built for the sharing

Ads won’t end when the spot’s over. They will be engineered to live online, designed for TikTok parodies, memes and viral debates. Remember Planters killing off Mr. Peanut? That’s small potatoes compared to what’s coming. The best ads will explode online before the game even ends.

Perfectly imperfect

Authenticity will beat polish. The most powerful ad might not resemble an ad at all. Think handheld, real, unfiltered. It could look like it was shot on an iPhone, raw and real like it belongs on a Reddit thread instead of primetime TV. This is the type of content we doomscrollers are used to. It will feel natural to see it show up at the Big Game. 

Live and unpredictable

Expect bold activations and unpredictable stunts to bridge the gap between game and audience. Think halftime surprises that make you feel part of the action. After all, the NFL has already programmed us  to watch content alongside the game like ManningCast or The Simpsons Funday Football.

Humor with teeth

Funny is back, but it’s smarter, sharper and willing to poke the bear. This isn’t about dad jokes. We’ll see ads that ditch generic laughs for culturally relevant satire. 

Super Bowl LIX won’t be about following trends but bending them to our will. Play big or don’t play at all. This event has never been for the timid, and this year will double down on that truth.