Liquid Death, Tubi Head to the Super Bowl

We're tingling with anticipation

Super Bowl advertising just got REAL.

Today, canned-water kingpin Liquid Death said it would run its first-ever national Big Game commercial.

And streaming service Tubi—which won the Super Clio for the game’s best ad in 2023 with its scary bunnies—will return after sitting out for a year.

Both brands are envied and acclaimed by their peers for crafting consistently edgy, memorable campaigns. Now, anticipation will build for what these creative powerhouses plan to unleash on adland’s biggest stage.

LD, of course, is famous for subversive tactics. It usually goofs on SB cliches. Even its previous Big Game effort, a regional buy, was drenched in satire.

With so much on the line here in 2025—and each :30 costing $7 million—will the brand tone things down? Or stay true to form and push the envelope?

We can hear the crowd chanting: Push it! Chug! Chug!

LD worked with its Death Machine production arm on the spot, which will air during the first half.

As for Tubi, its bunnies were the stuff of nightmares, shaking up SB57 and snagging major headlines. The brand’s run winning plays ever since.

For SB59, the company’s teaming up with its long-time partner, Mischief @ No Fixed Address. Here’s a teaser:

(Which brand will take home the 2025 Super Clio for the Big Game’s best ad? We’ll find out on Feb. 10.)