Meanwhile, the fast-growing Michelob Ultra label takes its active-lifestyle mien to a higher level, with septuagenarian performers Catherine O’Hara and Willem Dafoe posing as pickleball hustlers, the better to cop Ultras off unsuspecting athletes such as Sabrina Ionescu, shot put gold medalist Ryan Crouser and NFL Hall of Famer Randy Moss.

Experts break down the 2025 Super Bowl ads. “A lot of brands have seen what worked in the past, and are going back to it.”