Sourav Choudhary Gen Z’s verdict on Super Bowl 2025 ads reveals which campaigns resonated most with the next generation of consumers.
As Super Bowl 2025 commercials made their debut, brands once again faced the monumental task of capturing the attention of millions. But this year, a fresh perspective emerged: Gen Z, the digital-native generation, was given the chance to evaluate the ads. Ad Age surveyed 12 Gen Z marketers, offering them the opportunity to rate 20 Super Bowl ads—a valuable insight into what resonates with this critical demographic.
The results highlight a key shift in consumer expectations. While star power and humor continue to play a role in ad appeal, Gen Z values authenticity, inclusivity, and innovation above all else. Ads that felt genuine, whether through storytelling or showcasing social causes, garnered higher ratings. Conversely, those relying heavily on celebrities or outdated tropes were less well-received.
Campaigns that tapped into Gen Z’s passion for social responsibility and sustainability stood out. For example, an ad featuring eco-conscious messaging or brands pledging action on climate change received particularly strong praise. These themes were seen as reflective of the values that Gen Z holds dear, making them feel more connected to the brand.
The takeaway for marketers? Super Bowl ads need to do more than entertain—they must align with the cultural and social values of younger audiences. Gen Z’s influence is undeniable, and brands that want to remain relevant in a highly competitive landscape must adapt to the evolving expectations of the next generation of consumers.
