30 Second Standouts From the Big Game

On the biggest stage in advertising, where 30 seconds costs millions and expectations are sky-high, only a few spots truly break through. Between the celebrity cameos, glossy production, and cultural noise, these were the ads that cut through it all. The ones that felt sharp. Intentional. Worth talking about the next day.

Anthropic: “Ads Are Coming to AI”
Brilliant, funny, and beautifully executed. The blank expressions. The pauses in the delivery. The perfectly timed “Absolutely!” The variety of scenarios. And then they cap it off with the most appropriate musical hook possible. Every beat felt intentional. I loved everything about this campaign — and yes, let’s hope they keep that promise about the no-ads thing.
— Andrew Bouwkamp, Creative Director

Pepsi Zero Sugar: “The Choice”
I grew up in a Coke family, so even putting this in my favorites feels rebellious. But you have to respect the boldness. Pepsi went straight at one of Coca-Cola’s most iconic assets — the polar bear — on the biggest stage possible. That’s brave. Big, self-aware brand rivalry done right. And the concert moment with the two polar bears? A sharp cultural wink that made it feel current, gutsy, and funny. Still a Coca-Cola girl — but credit where it’s due.
— Allie Banasik, Creative Director

Liquid I.V.: “Take a Look”
Toilets singing “Take a Look at Me Now” shouldn’t work — which is exactly why it does. The spot takes the very corporate idea of hydration complacency and turns it into something you genuinely can’t unsee. The row of overflowing urinals is gross, sure. But it’s also the kind of idea that lodges itself in your brain and refuses to leave.
— Steve Atlas, Senior Copywriter

Instacart: “Bananas / For Papa”
One of the biggest signs of a Big Game win? An earworm. This one sticks. No matter what lyrics I’m actually singing, I think of Instacart and green bananas first — which feels like a win. Pairing Benson Boone with Ben Stiller, Spike Jonze, and a retro vibe struck the right balance for a multi-gen audience. Catchy, self-aware, and tuned into culture without trying too hard.
— Merritt Martin, Creative Director

In a night built on spectacle, these were the spots that committed to the bit, to the brand, and to being memorable. Swing big. Be weird. Trust the idea.

Stay tuned for our next series, where we unpack the ads that didn’t quite stick the landing.