Published Thursday, February 13, 2025
by Dennis Phillips
This is definitely one of my favorite columns to write each year. I love advertising! I know that many of you tend to fast forward through commercials or click past them whenever possible, but the Super Bowl showcases the best ads of the year. It’s the one occasion when advertising agencies really put a lot of thought into the art of advertising.
Every year, I worry that my all-time favorite commercial might be replaced. Since 2011, my favorite has been the “Volkswagen - Darth Vader” commercial from the 2011 Super Bowl. If you haven’t seen it, take a moment to search for that title on YouTube, and you’ll find it right away.
Super Bowl commercials are subjective, meaning what is my favorite may not necessarily be your favorite. I often find myself disagreeing with the internet’s selections, especially since there are so many top 10 and top 20 lists to choose from each year. But that is what makes this list fun—it’s my list, and I hope you enjoy it.
At number 5: Michelob Ultra – “The ULTRA Hustle”
William Dafoe, the actor, stated, “I guess I live under a rock,” when discussing a new Super Bowl commercial for Michelob ULTRA that he and his “Beetlejuice” castmate Catherine O’Hara star in. “When this was proposed to me, I said, ‘What the hell’s pickleball? Really?’ I didn’t know. And it’s fabulous.”
At number 4: Stella Artois – “David and Dave”
Stella Artois makes its Super Bowl commercial debut this year, helping David Beckham meet his long-lost twin brother, “Other David.” Matt Damon co-stars as Beckham’s brother in this shining spot for Stella Artois.
At number 3: NFL Super Bowl Commercial 2025: “Somebody”
Talk about a commercial touchdown! “Somebody” delivers a powerful message that every child is “somebody.” The commercial builds in intensity, keeping the viewer engaged, and concludes with the silent message of “somebody.” A true masterpiece.
At number 2: Lay’s – “The Little Farmer”
Grabbing at our heartstrings and reinforcing a sense of Americana, Lay’s Potato Chips delivers a poignant story of a little girl left behind as her father drives away with the family’s load of potatoes for delivery. As a spud hits the road, our little heroine recovers, plants, tends to, and grows her own Lay’s potato, ultimately delivering the perfect spud to the truck for its next delivery. This commercial strikes right at the heartland and resonates with viewers.
At number 1: Budweiser – “First Delivery”
This isn’t the first time Budweiser has landed at the top of the Super Bowl commercial list. From Clydesdales’ kicking field goals to Dalmatian puppies delivering to firehouses, Budweiser knows how to market to America during the biggest game of the year.
“First Delivery” tells the story of a young Clydesdale that is too small to join the team as they prance out of the stables with full kegs of Budweiser for delivery. When one keg falls, our hero jumps the fence and goes on a slow roll to deliver the lost keg. The look on that little guy’s face as the barrel rushes over a waterfall is truly heartwarming. The commercial concludes with two patrons in a tavern, and one starts saying, “So this horse comes into the bar,” just as our little hero rolls the lost keg into the scene. The stage driver smiles as our little hero proves that no one is too small with the right heart to get the job done.
I will readily admit that the new Budweiser commercial came really close to replacing my all-time favorite, but after watching both the Volkswagen - Darth Vader commercial and the Budweiser ad again, I’ve made my decision: Volkswagen - Darth Vader still holds the top spot on my all-time favorite Super Bowl commercial list.
Send me an email and tell me your favorite commercial! Next week, I will include it in a special follow-up to this column. Please include your name, city, and the official title of the commercial. I’m excited to see all the commercials that make up the Robertson County Super Bowl commercial list. I wonder just how big that list can get if I add this to my annual tradition!
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