Ads with dogs had been on a steady increase since 2020, when nine of the spots featured canine companions, according to Hive’s analysis. The next two years saw 12 ads with dogs, and by 2023, it was up to 15. For 2025, Budweiser, Instacart, and Jeep were the only brands that cast dogs in their high-dollar Super Bowl spots.
Car companies opt out
Automakers have historically been big spenders during the Super Bowl. And since 2020, many of the car ads in the Big Game have showcased the brands’ investments in electric vehicles.
Last year, six auto advertisers included EVs in their ads, according to Hive, whether or not that was central to the message of the ad.
This year, though, just two automakers sprung for a Super Bowl spot: Jeep and Ram. And while Harrison Ford drove an electric Jeep in the brand’s two-minute spot, EV adoption wasn’t as overt a message as we’ve seen in previous years.
In 2021, Will Ferrell took on Norway on behalf of General Motors to advocate for more American EVs, and in 2022, Dr. Evil took over the company so he could slow climate change and destroy the world on his own terms. In 2023, Ram equated EV fears to erectile dysfunction.
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