Masters of Scale From Nike to Bud Light to Tubi: Lessons from the Super Bowl 2025 ads, with Autodesk's Dara Treseder
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Feb 11, 2025 
Dara Treseder, Chief Marketing Officer of Autodesk and former marketing leader at Peloton and Apple, shares her insights on Super Bowl LIX ads. She critiques the mixed success of star-studded campaigns and discusses why many brands took a safe approach. Treseder highlights the importance of creativity and relevance, as well as Nike's commitment to gender equity. She also reflects on the representation of diversity in ads and the need for brands to authentically connect with audiences, offering valuable lessons for future marketing strategies.
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Authentic Participation
- Find authentic reasons to participate in Super Bowl conversations, even without an ad.
- Leverage relevant events to highlight customer involvement and brand relevance.
Effective Ad Qualities
- Effective Super Bowl ads must be ownable, memorable, and relevant.
- This year, brands over-indexed on ownability but often missed the mark on memorability and relevance.
Hellmann's Super Bowl Ad
- Hellmann's effectively used celebrity and nostalgia in their Super Bowl ad.
- Recreating the "Harry Met Sally" scene with relevant celebrity cameos resonated with viewers.