Was anyone else absolutely Fired! Up! watching this year's Super Bowl? Not because the Philadelphia Eagles finally got their win over the Kansas City Chiefs after losing to them in the Super Bowl two years ago, but because of Nike's brand new "So Win" commercial.
The ad, which aired right before Kendrick Lamar's halftime show, featured a mesmerizing cast of some of the most iconic women in sports right now, including A’ja Wilson, Caitlin Clark, JuJu Watkins, Jordan Chiles, Sabrina Ionescu, Sha’Carri Richardson, Alexia Putellas, Aryna Sabalenka, and Sophia Smith Wilson.
Given the enormous increase in viewership and investment across women's sports, the timing of this ad is no surprise. “Women’s sport isn’t the future, it’s right now," said Sabrina in the statement. "We’re seeing it in packed arenas, in TV ratings, in the way people are showing up for the game like never before. Commanding attention isn’t about being the loudest in the room. It’s about making sure that when you step up, everyone takes notice.”
But this isn't a trend for Nike. The 60-second ad was Nike's first Super Bowl commercial since 1998, so it's a really big deal that the iconic brand chose to end its nearly 30-year Super Bowl hiatus by highlighting women in sports, especially during an enormous cultural event that centers mon en.
So if you're like me and absolutely need to put the words from the "So Win" anthem on your wall to include in your morning affirmations, the full transcript is below:
"You can't be demanding. You can't be relentless. You can't put yourself first.So, put yourself first. You can't be confident. So be confident. You can't challenge, so challenge. You can't dominate, so dominate. You can't flex, so flex. You can't fill a stadium, so fill that stadium. You can't be emotional, so be emotional. You can't take credit. You can't speak up. You can't be so ambitious. Break records. You can't have any fun. You can't make demands. You can't be proud. You can't keep score. You can't stand out. Whatever you do, you can't win. So win."
But the best part about this ad? The message goes well beyond sports. “Winning isn’t just about medals," said Jordan Chiles in the Nike statement. "It’s about overcoming, about proving to yourself that you’re capable of more than you ever imagined. You put in the work, you stay ready, and when the moment comes, you own it."
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Super Bowl Sunday is, quite famously, a big deal for bona fide sports fans—but let’s not forget that it’s also huge for people who don’t really get football but love to watch extremely famous celebrities appear in fast-food commercials. (And then, of course, there are the Swifties.)
If you merely tuned in this Sunday to watch the Kansas City Chiefs take on the Philadelphia Eagles, then more power to you; for the rest of us, the day is all about (a) various and sundry dips, (b) halftime performer Kendrick Lamar taking his Drake beef to the world’s biggest stage, and (c) keeping track of the commercials that pack the most celebrity-cameo power and witty execution into their roughly one-minute run time.
Here, is a roundup of the very best commercials from Super Bowl LIX
Maurizio Cattelan’s $6.2 Million Banana (oh, and Kris Jenner, Chris Hemsworth, and Chris Pratt) for Meta
An Art Basel joke in a major Super Bowl commercial? A bit of a swing, to be sure, but let’s face it: The various Chris/Krises really sold (or maybe ate, ha-ha?) the bit.
Ben Affleck, Casey Affleck, Jeremy Strong, Bill Belichick, and Jordon Hudson for Dunkin’
The overwhelming Boston energy (please note Ben’s pronunciation of “popstars”), the Starbucks shade, Jeremy Strong poking fun at his reputation for being extremely Method-y (“I’m just trying to talk to the beans…immerse myself in the beans…”)—there is almost too much to love about the six-minute version of this Dunkin’ spot.
Seal and Becky G. for Mountain Dew
A seal with Seal’s face singing a Mountain Dew-inspired remix of “Kiss From a Rose”? The kind of nightmarish vision that you can only see on Super Bowl Sunday, baby.
Roger Federer and Elmo for On
With all due respect, Roger, Elmo is right: The logo for On is confusing! Always has been!
David Beckham and Matt Damon for Stella Artois
The nice thing about this one is that we can easily imagine both David Beckham and Matt Damon actually being Stella Artois guys—even if the two of them playing fraternal twins separated at birth is a littttle far-fetched. (Then again, if it could happen to Hallie and Annie..)
Also, please let the record show that Damon and his buddy Ben Affleck managed to name-check each other in their respective Super Bowl commercials. A-list BFF goals!
Meg Ryan, Billy Crystal, and Sydney Sweeney for Hellmann’s
I’ll take a When Harry Met Sally… reunion pretty much any day of the week—even if it takes the form of an extremely brief mayo ad costarring Sydney Sweeney.
Greta Gerwig and Matthew McConaughey for Uber Eats
Greta Gerwig suffering through a thousand deranged voicemails from Matthew McConaughey in this teaser ad is (a) very funny and (b) apparently the kind of thing that is actually known to happen when McConaughey has your number. (The actual ad, also featuring the likes of Kevin Bacon, Sean Evans, Martha Stewart, and Charli XCX, is pretty good too.)
Catherine O’Hara and Willem Dafoe for Michelob Ultra
Not to be outdone by Stella, Michelob Ultra nabbed Catherine O’Hara and Willem DeFoe (not to mention NFL legend Randy Moss, Olympic shot-put and discus star Ryan Crouser, and WNBA champion Sabrina Ionescu) for a pickleball-themed commercial that has me desperately longing to drink with Moira Rose.
Barry Keoghan (and Jenny) for Squarespace
Barry Keoghan hanging out with a donkey on the coast of Ireland? What could possibly go wrong (besides everything that happens in The Banshees of Inisherin, of course)? Squarespace is always on its Super Bowl commercial game—remember last year’s ad featuring Martin and Francesca Scorsese?—and this year appears to be no different.
Kieran Culkin (sort of) for NerdWallet
Watching a beluga whale voiced by Kieran Culkin unnerve a traveler in this NerdWallet spot? Delightful. End of story!
Doja Cat for Taco Bell
Before Doja Cat appeared in an ad for a Los Angeles florist during the 2025 Grammy Awards, she turned up in this pretty funny Taco Bell spot, photobombing fans trying out the fast-food brand’s new “Live Más Drive-Thru Cams.” Doja, do the Crunchwrap Supreme With Me challenge!
Post Malone for Bud Light
Post Malone and comedian Shane Gillis mostly just say “C’mon!” into a security camera while dressed as suburban dads in this ad for Bud Light…but whatever, we’re charmed!
Timothy Simons for Coors Light
I know it’s probably time to see actor and comedian Timothy Simons as a separate entity from the pariah politico he played on HBO’s Veep, but the sight of him flopping on the set of a fictional sitcom in this Coors Light spot instantly brings me back to the Jonad Files