02/14/2025
What did Jonah Otchy, our creative director, have to say about the 2025 Super Bowl ad lineup? Take a look:
“It was refreshing to see most brands having more fun again. In the last decade, brands were taking on serious topics and tones. This year, they reminded us that having fun is a strategy, and it makes us all feel connected.
“Even cancer. I was smiling at the confidence of the kid running down the cheering streets with boxing gloves to the track of an iconic hip-hop song. Pfizer’s ‘Cancer We’re Gonna Knock You Out’ was whimsical, unexpected and created positive vibes with a very sobering subject.
“The formula works and many brands stuck to it: Show me a celebrity, give me the unexpected, and make me feel something different.
“Celebrity eyebrows and mustaches were flying about. And one of my favorites was Seal’s head on a seal singing ‘Kiss From a Lime’ from Mountain Dew. I mostly envy not being in the room when the creative team hit on this absurdity, and it worked.
“My favorite would have to be ‘The Ultra Hustle’ from Michelob Ultra. It hit all the notes and had multiple layers of human insight with which everyone could connect. Millennials and Gen-Zers are getting hustled in a trendy recreational sport by more senior generations that have no quit in them … Surprising, relevant, true, hilarious, brilliant. Reward yourself with a beer.
“And thank you, Liquid Death, for staying true with ‘Drinking on the Job’ and giving all creatives worldwide the hope that everything hasn’t been done.”
