Pfizer | Hey, Cancer – We’re Gonna Knock You Out
“Pfizer’s Super Bowl ad avoided the usual clichés, skipping animals, nostalgia, and A-list celebrities to tell a real, human story that was both uplifting and powerful.
Maybe this wasn’t the kind of entertainment a Super Bowl audience expects, but in a world where pharma ads often lean on fear or science overload, this was a punchy, determined rallying cry. Set to LL Cool J’s ‘Mama Said Knock You Out’, the ad framed cancer treatment as a fight worth backing, leaving viewers with a sense of hope rather than dread.
With Pfizer’s bold commitment to achieving eight cancer breakthroughs by 2030, this wasn’t just an ad—it was a brave statement of intent.”
– Mike Brooke, Strategy Director
Yahoo | Email Bill Murray
“Bill Murray had me at Scrooged in 1988, so seeing him make an appearance at last night’s Super Bowl – for Yahoo – was a real treat. And what I loved most about it, was that Yahoo didn’t simply hire Bill for a typical “celebrity ad” – they tapped into his unique charm.
Their “Email Bill” campaign, which he co-wrote, was pure multi-channel brilliance. A 15-second spot led viewers to email Bill directly at Billhimself@yahoo.com and join a live BillCam to see if he’d respond in real-time (which he did!).
The ad was quintessential Bill – super quirky, self-deprecating, and refreshingly lo-fi. No bells or whistles- or AI or CGI, just pure, unpredictable Murray magic. This was so much more than a regular celebrity endorsement – this collaboration offered a personal, interactive experience, and I loved it. Super Bowl advertising at its finest! Sparking engagement, breaking the mould, and creating something unforgettable.“
– Claire Morrison, Head of PR
Uber Eats | A Century of Cravings
“This year, the greatness of Super Bowl ads from years past—the kind I nostalgically pine for—has unfortunately, but noticeably, faded. Without delving into all that, there was one that managed to land a creative idea with legs.
Playing off the prevalence of conspiracy theories in American culture, Uber Eats brought some much-needed levity into the present chaos. This is America collectively poking fun at itself in a time when the rest of the world—and I say this as an American—is doing the majority of pointing and laughing (nervously).
Does it have the strategic “legs” to become an effective, long-term campaign like ‘Make 7…Up Yours!”? No. Will it build equity for the brand like Budweiser’s iconic Clydesdales have or reach the cultural salience of ‘It’s a Tide ad’? No. But in a sea of mostly forgettable content, this one stood out by at least meeting the bar of what advertising is supposed to do—connect and entertain.“
– Keenan Erwin, Brand Manager
Nike | So Win.
“Everything about Nike’s Super Bowl ad “So Win” screamed “Just Do It” to me. The music. The intensity. Sha’Carri Richardson… YES! By the end of the 60 seconds, I was ready to blast through my to-do list and take on whatever the day had in store!
It’s about resilience. The moments when people tell you you’re too much or not enough. When you’re counted out before you’ve even started. When the world wants you to stay in your lane, and you decide to break through instead.
We’ve all had those moments. The ones that test us. The ones that make us. Because life really is about overcoming those small moments of doubt, opinions, and setbacks—to find our own path to success, whatever that might look like. And that’s exactly what Nike did here, staying true to their purpose, their values, and their brand.“
– Melissa Curtis, People and Culture Lead
