Super Bowl 2025 is in the books. On Sunday (Feb. 9), the Philadelphia Eagles soared to Vince Lombardi Trophy glory, beating the Kansas City Chiefs in a game at New Orleans’ Caesars Superdome that wrapped with a 40-22 score.
Five-time Billboard Hot 100 chart-topper Kendrick Lamar headlined the Apple Music Super Bowl LIX Halftime Show, delivering his 2024-defining anthem “Not Like Us,” his Black Panther hit “All the Stars” alongside SZA and numerous other cuts from his imposing catalog. Although there were surprise appearances from Samuel L. Jackson and Serena Williams, it was a hip-hop-heavy performance, with Lamar’s tight, intricate flow and distinctive phrasing the focal point of the 13-minute affair.
But the Super Bowl is about a lot more than football and music. For a sizable segment of viewers, the commercials are just as important as the game itself (if not more so). As has become an annual American tradition, dozens of major brands rolled out brand new (or recently debuted) advertisements during the Fox broadcast.
With Super Bowl spots costing advertisers about eight million for 30 seconds, brands tend to put their best foot forward during a broadcast that pulls in tens of millions of viewers. And this year was no different, with A-list celebrities (Matthew McConaughey, Ben Affleck), beloved pieces of pop culture IP (When Harry Met Sally, the Muppets) and comedy legends (Eugene Levy, Wanda Sykes) cropping up in ads for everything from cars to coffee to condiments.
Here are Billboard’s 10 best TV commercials at Super Bowl LIX.
