2025 became a year that reminded the advertising world of the power of storytelling rather than simply “selling.” Brands succeeded in reaching the hearts of viewers by placing emotions, humor, cultural connections, and stories at the center, instead of focusing solely on promoting products. Let’s take a look together at some of this year’s most memorable commercials 👇
1. Intermarché – “Unloved” (Le mal aimé)
Brand: Intermarché (French supermarket chain)
Why It Stood Out: This commercial reached millions of views worldwide and turned a simple product promotion into a “universal story.” The narrative, told through a wolf’s journey to find acceptance and connection, deeply moved viewers with themes of loneliness, transformation, and empathy. In contrast to “flashy” AI-driven ads, this film focused on human craftsmanship, animation artistry, and authentic storytelling.
What Made It Different:
✔️ Told an emotional and universal story
✔️ Felt like a real short film made with traditional animation
✔️ Offered a human touch in response to “over-polished AI ads”
2. Booking.com – “Get Your Stay Ridiculously Right” (Super Bowl 2025)
Brand: Booking.com
Strategy: Super Bowl commercials are still considered the pinnacle of the advertising world because they combine massive budgets with enormous viewing potential. This year, Booking.com used iconic characters like the Muppets to blend humor and entertainment with the brand’s emotional appeal. The festival-like atmosphere reinforced the idea that the brand delivers a fun and seamless customer experience.
What Made It Different:
✔️ Made the brand message entertaining through well-known characters
✔️ Delivered humor and brand promise together on a massive platform like the Super Bowl
3. Ram Trucks – “Goldilocks & the Three Trucks” (Super Bowl 2025)
Brand: Ram Trucks
Strategy: Reimagining a classic fairy tale with powerful trucks sparked both nostalgia and humor. Featuring Glen Powell, the commercial quickly became a talking point and was widely shared.
What Made It Different:
✔️ Connected a familiar story directly to the brand’s product
✔️ Released early to start the conversation before the main event
4. Totino’s – “Chazmo Finally Goes Home” (Super Bowl 2025)
Brand: Totino’s
Strategy: Starring Tim Robinson and Sam Richardson, this ad blended a classic E.T.-style alien farewell with unexpected humor and absurdity. The strong use of pop culture references helped build a humorous bond with the audience.
What Made It Different:
✔️ Stood out from the crowd through humor
✔️ Used surprise as a driver for viral sharing
5. Hellmann’s – “When Sally Met Hellmann’s” (Super Bowl 2025)
Brand: Hellmann’s
Strategy: A playful parody of the iconic scene from the 1989 film When Harry Met Sally adapted a classic moment into advertising cinema. This humorous twist left a lasting impression on viewers.
What Made It Different:
✔️ Linked a cult film scene to the brand
✔️ Took an approach designed to make consumers smile
6. Other Super Bowl Favorites: A Quick Tour
This year’s most watched also included:
- Coors Light – “Case of the Mondays”: Referenced the feeling of Mondays through a simple but humorous theme.
- NerdWallet – “Genius Beluga”: A financial ad featuring Kieran Culkin that drew attention.
- Bud Light – “Big Men on Cul-de-Sac”: Highlighted humor and a party theme once again.
- Squarespace – “Barry and Mosley”: Told a brand story through original characters.
Strategic Lessons from Advertising in 2025
💡 No Story, No Virality: The most watched commercials of 2025 told emotional or entertaining stories. Building a human connection mattered more than technical effects.
💡 Pop Culture Is a Powerful Backdrop: Audiences engaged more with ads that referenced familiar characters, films, or music.
💡 The Super Bowl Remains the Ultimate Stage: This massive event is still the most watched and talked-about platform in advertising. The big budget plus entertainment formula continues to work.
💡 From Local to Global Through Personal Stories: Even “smaller” players like Intermarché can achieve global reach by tapping into universal themes.
Conclusion
In 2025, the advertising world once again delivered a clear message:
Viewers no longer just want to see products, they want to connect emotionally.
Brands achieved this through humor, storytelling, cultural references, and emotional engagement. And it seems this trend will continue into 2026.
