Super Bowl 2025 Round-Up

The Super Bowl rewards creative monoculture — one brand, one swing, one 60-second bet. Wieden+Kennedy broke that logic entirely in 2025, running four distinctly voiced campaigns simultaneously that together read less like a portfolio and more like a statement about what the agency thinks advertising should do. Nike's 'So Win' arrived exactly when women's sports culture needed an anthem rather than an argument — sparse, declarative, built on the refusal to ask permission. Michelob ULTRA weaponised Willem Dafoe and Catherine O'Hara in a pickleball hustle that treated the game's middle-America absurdity with genuine affection rather than condescension. FanDuel's 'Kick of Destiny 3' continued its live-bet mechanic with the Manning brothers, making the ad itself the wager — interactive storytelling at broadcast scale. DoorDash let Nate Bargatze inhabit a relatable financial irrationality: spending savings on things you'd never otherwise buy, with DashPass as the permission structure. What's strategically notable is the range of tonal registers — mythic, comic, absurdist, deadpan — executed without a single creative fingerprint bleeding between briefs. Most agencies let house style flatten client voice. W+K appears to have done the opposite. FanDuel's prize pool alone hit $10 million in bonus bets, suggesting the interactive mechanic converted attention into measurable commercial action.