It’s time for kick-off — and the advertising game is on.
Advertising’s biggest night is here and it’s already breaking records, with a handful of in-game spots surpassing $8 million for 30 seconds of airtime for the first time. Demand for game day ad space has spiked to higher levels than ever, especially following last year’s game being the most watched program ever at 123.4 million viewers across all platforms. This has resulted in not only price spikes, but also a waitlist of brands vying for inventory.
The fight for space makes sense — the game’s reach and cultural impact creates extraordinary opportunity for brands, and as the world has become increasingly interconnected, the viewership potential has grown even larger. Not to mention the new fans the NFL has gained from Taylor Swift’s influence amid her romance with Travis Kelce. According to a report from FCB Chicago, which leveraged Acxiom data, viewership in the NFL among Eras Tour concert-goers has gone up around 20%. And with a Kansas City Chiefs vs. Philadelphia Eagles matchup, Swift won’t have to vie for airtime.
Brands will certainly have access to a high number of eyeballs this game-day — but how can it be ensured that an ad truly resonates and has lasting impact?
It’s first important to consider how viewership trends have evolved. Multi-platform engagement, AI and digital-first advancements, shorter attention spans, and an authenticity-driven Gen Z are all realities of today’s landscape that must be adapted to. In addition to telling great stories, brands must now consider strategic activations beyond the game day spot. A well-thought-out teaser, for example, can have a massive impact on getting an ad to transcend. FCB Global Chief Creative Officer Andrés Ordóñez says, “You need to connect with the audience in advance. Tease the ad, build anticipation, and create something people will want to share or interact with during and after the game.”
The pendulum for ads is also swinging toward lighthearted and star-studded. According to FCB Global Creative Partner Danilo Boer, “While back in the day celebs were a good-have, now they are a must-have. And now, several celebs are expected, not just one.” Rolling out the red carpet can help pull in audiences, but maintaining a brand’s tone is paramount when creating a successful game-day ad that has a lasting impact. Boer expands, “Understanding the brand tone and putting that tone on steroids is the key.”
In an event as big and competitive as this, ads need to break through the noise. Gone are the days where a well-thought-out story is enough. “We still write for the big film, but we get a lot of the ‘how to hack the big game’ briefs,” Ordóñez says, “You have one shot, and everyone is watching.” Every step counts toward achieving greatness. As Boer notes, “From the script to the cast to the edit to the color. Every micro decision counts when you’re competing with the best of the best.”
FCB is helping three unique brands catapult into culture during this year’s big game — each with a different shade of greatness.
FCBowl 2025
Budweiser “First Delivery”: A Tiny Horse Takes the National Stage
A baby horse walks into a bar…and becomes a game-day star. Budweiser’s iconic Clydesdales are back for 2025 — with a new twist. In a heartfelt story of resilience and grit, the spot, by FCB New York, depicts a young foal making its “first delivery” of Budweiser beer. The ad opens at the Budweiser Brewery with the Clydesdale hitch gearing up for a delivery. Our star, a Clydesdale foal, looks on with longing as the final kegs are loaded for departure, and is apologetically told by the driver that he isn’t quite ready to join the team on the road yet. However, when one of the kegs falls off the wagon, the foal jumps in without a moment’s hesitation, determined to complete the delivery.
The spot was set to air regionally, but our little star pulled the brand’s ad wagon straight into the national telecast, as the work will now air nationally thanks to the “overwhelming excitement and response” to the teasers and commercial. TIME Magazine also named the spot “Most Inspiring Ad of 2025,” and System1 awarded the spot a 4.5-star rating, showing how FCB New York’s take on the brand’s equine-oriented advertising is resonating worldwide.
Gallop on in
Oikos: Help from a Protein-Packed Snack
Oikos is showing up strong thanks to a mighty spot from FCB Chicago starring Ted Lasso’s Juno Temple and Cleveland Browns player Myles Garrett. The ad depicts the unlikely duo at an airport, with Temple eating Oikos yogurt as she waits to board. When Garrett, who’s wearing an orthopedic boot, has his departure gate unexpectedly change, Temple jumps in to help give him a “lift” to make his flight on time.
The ad shows the power of a high-protein snack — with Oikos giving Temple the fuel she needs to hoist Garrett over to his gate. “It was all about strength and how surprising strength can be and the power that it brings,” said Temple to People Magazine, “and the fact that Myles was so game for me to scoop him up and throw him over my shoulder was just kick-ass!”
Beyond showcasing protein gains, the ad also highlights the power of a dynamic and surprising celebrity duo in appealing to game-day audiences.
The ad gives a clear message; Stronger makes everything better.
Grab a spoonful of culture
Pringles: Mustachioed Mayhem
In FCB New York’s big game spot with Pringles, mustaches can fly.
The spot opens with Adam Brody, who calls for help via crisp canister when his party runs out of Pringles. In response, the mustaches of Nick Offerman, James Harden, and Kansas City Chiefs Coach Andy Reid take flight to assist.
Another ad trend at this year’s big game is lightheartedness, as Boer notes, “Every few years, the pendulum swings from purpose-driven ads to total lighthearted funny ads. Now, we are at the lighthearted swing of the pendulum. Which is fun!” This ad not only delivers on fun but also speaks to
the power of strong brand-building through the clever use of the iconic mustache sported by Mr. P. And on the big game’s world stage – the sky’s the limit for these migrating ‘staches.
FCB New York Chief Creative Officer Michael Aimette notes, “Pringles has developed so much incredible equity over the years: the can shape, the oft-imitated crisp, the awesome flavors — but we’d be fools not to choose the one that’s as ownable and obvious as the nose on your face, or at least proudly hanging out right below it.”
Flying facial hair this way