5 Startups Making a Mark with Super Bowl Ads in 2025

Super Bowl weekend isn’t just about football; it’s also the perfect time for brands to show off their ads to millions of eyeballs. While the big guys like Budweiser and Doritos get most of the commercial space, some startups are stepping up to get some of the spotlight. Despite the cost, a well-placed Super Bowl ad can be exactly what a startup needs to scale.

Why Startups Invest in Super Bowl Ads

A Super Bowl ad costs pretty penny, often in the millions. For startups, this seems like a risk, especially when budgets are tight. But the reach and brand cred that comes with it can be life-changing. A Super Bowl ad can instantly make a startup a big player in its industry.

According to Bernard Schmitt, a marketing professor at Columbia Business School, appearing in a Super Bowl commercial gives companies “bragging rights” and boosts their brand image. This credibility can attract investors, customers and business partners.

Here are five startups that are making waves with their Super Bowl ads this year.

1. Ramp: Fintech Meets Football

Ramp, a fintech startup, has enlisted Philadelphia Eagles’ star running back Saquon Barkley for its first-ever Super Bowl ad. As an investor and the face of the campaign, Barkley appears in a 15-second spot buried under a pile of expense reports, highlighting Ramp’s mission to simplify business finances. The entire ad was shot and produced in seven days.

2. OpenAI: AI Innovation Takes Center Stage

OpenAI is making a grand entrance into television advertising with its first-ever Super Bowl commercial. While the specifics remain under wraps, reports suggest that the AI giant is looking to solidify its dominance in the artificial intelligence space. With AI competitors like Anthropic stepping back from this year’s Super Bowl, OpenAI’s move could be a strategic play to capture mainstream attention.

3. Hims & Hers: Disrupting the Health Industry

Health company Hims & Hers is causing a stir with its Super Bowl ad. The 60-second spot calls out the makers of FDA-approved weight-loss drugs and promotes its own treatments. This bold marketing approach is generating a lot of chatter, especially since the company is currently under FDA investigation for allegedly misleading patients. But the ad is getting attention.

4. Poppi: Prebiotic Soda with a Purpose

Prebiotic soda brand Poppi is back for a second time with its Super Bowl ad, titled “Soda Thoughts.” This commercial tackles the guilt of drinking soda and positions Poppi as a healthier option. With influencers Alix Earle, Jake Shane and Rob Rausch from Love Island USA, the ad will target health-conscious consumers.

5. Papaya Global: Simplifying Global Payroll

Papaya Global, a workforce payment platform, is returning after a successful Super Bowl debut in 2024. Last year’s ad got 114 million views and tripled traffic to its website. This year, the company’s ad focuses on the complexities of global payroll and how Papaya Global simplifies the process for businesses worldwide.

Final Thoughts

Startups investing in Super Bowl ads may seem unconventional, but the potential rewards can be massive. From increased brand awareness to credibility and customer acquisition, the exposure gained from these high-profile ads can propel startups to new heights. As these five companies demonstrate, strategic marketing at the right time can make all the difference.

Stay tuned to see which startup steals the show this Super Bowl Sunday!