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February 11, 2025 • 28min
From Nike to Bud Light to Tubi: Lessons from the Super Bowl 2025 ads, with Autodesk's Dara Treseder
Masters of Scale
In this episode, Autodesk CMO Dara Treseder joins host Bob Safian for a post-Super Bowl analysis of the advertising highlights and lowlights. With her extensive marketing experience at companies like Peloton, Apple and GE, Treseder provides expert commentary on what worked, what didn't, and the broader marketing lessons for business leaders.
From Nike to Bud Light to Tubi: Lessons from the Super Bowl 2025 ads, with Autodesk's Dara Treseder
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Key Takeaways
- Three key elements make a great Super Bowl ad:
- Must be ownable - clearly tied to the brand
- Must be memorable - stands out and is remembered
- Must be relevant - connects meaningfully with audience
- Brands played it safe this year with heavy reliance on nostalgia and Americana themes
- Celebrity usage was overdone - many appearances felt forced without clear strategic purpose
- Nike won the night by taking a clear stand on women's sports while staying true to brand purpose
- Many brands avoided making statements during Black History Month, reflecting a cautious approach
- ROI calculations are critical - spending millions requires clear strategic objectives and measurable outcomes
Introduction
In this episode, Autodesk CMO Dara Treseder joins host Bob Safian for a post-Super Bowl analysis of the advertising highlights and lowlights. With her extensive marketing experience at companies like Peloton, Apple and GE, Treseder provides expert commentary on what worked, what didn't, and the broader marketing lessons for business leaders.
Topics Discussed
The Elements of Effective Super Bowl Advertising (00:45)
Treseder outlines three critical components that make a Super Bowl ad successful:
- Ownable: The brand must be clearly identifiable since they're spending significant money
- Memorable: If people can't recall it, the business impact is lost
- Relevant: Must connect meaningfully to drive longer-term results beyond the 30-60 second spot
"This year brands played it safe. There was a real lean in to nostalgia and into what I would call Americana and some did it right and some didn't do it well," notes Treseder.
Celebrity Usage Analysis (08:46)
The discussion examines how different brands leveraged celebrity appearances:
- Effective Use: Hellmann's recreation of "When Harry Met Sally" with Billy Crystal and Sydney Sweeney
- Less Effective: Many brands used celebrities without clear strategic purpose
- Matthew McConaughey: Appeared in multiple ads (Salesforce, Uber Eats) but risked overexposure
Brand Safety vs. Brand Purpose (13:21)
Analysis of how brands navigated cultural moments:
- Nike's Success: Stood out by taking a clear stance on women's sports
- Purpose vs. Politics: Most brands avoided controversial topics
- Authenticity: Importance of matching message to brand values
Creative Approaches and Innovation (22:31)
Discussion of creative strategies employed:
- OpenAI: Stood out with simple, distinctive approach highlighting AI's role in human creativity
- Michelob Ultra: Effectively used Willem Dafoe and Catherine O'Hara while incorporating cultural trends
- Tubi: Pushed creative boundaries but potentially alienated viewers
Cultural Representation and Brand Responsibility (23:53)
Analysis of diversity and inclusion in Super Bowl advertising:
- Black History Month: Notable lack of diversity in many ads despite timing
- Halftime Show: Provided stark contrast with more diverse representation
- Brand Responsibility: Discussion of when and how brands should address social issues
ROI and Strategic Considerations (26:54)
Examination of business impact and strategic decision-making:
- Investment Analysis: Importance of clear objectives for multi-million dollar ad spend
- Long-term Impact: Need to drive conversation beyond initial airing
- Strategic Alignment: Ensuring ad strategy matches broader business goals
Unity and Political Division (28:54)
Discussion of how brands navigated political divides:
- Jeep's Approach: Successfully balanced patriotic themes with inclusive messaging
- Authentic Unity: Importance of genuine vs. forced unity messages
- Brand Positioning: How to connect with diverse audiences authentically
Conclusion
The 2024 Super Bowl advertising landscape reflected a cautious approach by most brands, with heavy reliance on nostalgia and celebrity appearances. While some brands like Nike and Jeep successfully balanced purpose with broad appeal, many played it safe at the expense of memorable impact. The discussion highlights the ongoing challenge for brands to justify massive Super Bowl ad investments while navigating complex cultural moments and maintaining authentic connections with their audiences.
Key lessons for marketers include:
- The importance of clear strategic objectives for major advertising investments
- The need to balance safety with memorability and impact
- The value of authentic purpose-driven messaging over cause-based marketing
- The continuing challenge of representing diverse audiences while maintaining broad appeal
