The Art of Choosing Music for Commercials: Music Sync Experts Rank the Top Big Game Ads & Why They Work

The Big Game isn’t just the biggest night in American football—it’s the ad industry’s greatest stage. And while all the commercials aim to make us laugh, cry, or crave a snack, one secret ingredient separates the forgettable from the iconic: the soundtrack.

At Soundstripe, we know choosing the right music for commercials can mean the difference between good ads and great ones. So we asked our music team to analyze this year’s Big Game ads and pick the ones that used songs most effectively. Whether it was a perfectly timed classic, an unexpected genre twist, or an original track that made the spot exceptional, the following ads struck all the right chords.

Let’s break down the best Big Game commercials of the year based on their mastery of music.

Meet the judges

Josh Collum, Senior Director of Publishing

As the head of Soundstripe’s traditional sync business, Josh helps connect hundreds of brands and entertainment companies to music for commercials, films, TV shows, and more. With Josh at the helm, Soundstripe has provided the music for ads by United Airlines, Lexus, Publix, and many others.

An artist himself whose songs have been licensed over 150 times, including for TV shows such as Grey’s Anatomy and One Tree Hill, Josh knows how to hit all the right notes in sync.

Ashton Myers, Director of A&R

One of Soundstripe’s first employees, Ashton has been carefully curating both our artist roster and music catalog since 2018.

Whenever customers need very specific music for ads, Ashton is on the front line, offering pitch-perfect recommendations to satisfy each brief. She knows a thing or two about taking commercials from ‘meh’ to memorable with just the right soundtrack.

Angela Abbott, Global Head of Music Partnerships

One of Soundstripe’s newest employees following a decade of deal-making at Pandora and Tidal, Angela partners with record labels, publishers, and distributors to bring their catalogs to Soundstripe Market, our pioneering digital music licensing storefront.

Currently in beta, Soundstripe Market lets rightsholders across the industry simplify licensing their music for ads, YouTube videos, social media posts, and other content. As an expert on sync trends, Angela brings a unique perspective to our assessment of Big Game ads.

Josh’s picks

Winner: Liquid Death “Safe For Work”

The best ads are ones that bring visuals, copy, and music together to communicate a clear, memorable message. “Safe For Work” by Liquid Death's in-house production arm, Death Machine, does just that.

Liquid Death likely knows that some percentage of people out there think their beverage is alcoholic. So, what better way to shatter that perception than to lean into it?

The ad shows various people chugging cans of Liquid Death in what would be the most inappropriate workplace circumstances–if the drink was, in fact, alcoholic. It’s quite a jolting visual that’s hammered home by an original song that just repeats the line, “Drinking on the job. Everybody’s drinking on the job.” The production is a mix of country, butt rock, and The Lonely Island. As annoying as it is catchy.

Runner-up: Lay’s “The Little Farmer”

This Lay's spot by Highdive feels like a throwback to Super Bowls past, when brands tried to pull at your heartstrings. Directed by Taika Waititi, one of my favorite directors, it feels like what Budweiser commercials used to be.

The song, a Caroline Says cover of Barry Louis Polisar's “All I Want Is You,” carries the :60 ad from start to finish, something that was unique this year. For that reason, it jumped out to me and was memorable.

Honorable mention: Pfizer “Knock Out”

In a year where a lot of recognizable songs felt shoehorned into spots, this one landed. The lyrics and energy of LL Cool J's "Mama Said Knock You Out" match the storyline. The Publicis Groupe-produced ad sucks you in and has you cheering for the kid. I also love how the original version of the song morphs into a quiet, broken-down cover at the end. It's a nice twist.

Ashton’s picks

Winner: Nike "So Win."

As someone who works in music licensing, I’m always drawn to ads that make bold choices–both creatively and musically. This Wieden+Kennedy Nike commercial does exactly that, and it hits home for me in a big way.

Let’s start by talking about the energy. From the very first second, this spot moves. It’s fast, relentless, and unapologetic–just like the women it celebrates. There’s no holding back here, no playing it safe.

And then there’s the music: the legendary "Whole Lotta Love" by Led Zeppelin. Choosing an anthemic, high-energy song wasn’t just smart–it was essential. The track doesn’t just sit in the background; it helps to drive the action, amplifying the power and passion behind every scene.

Nike has always been about inspiring the next generation, but this ad feels different. It isn’t just about celebrating victories; it's about owning them. For me, this creative is more than just a commercial. It's a statement. A reminder of why representation, ambition, and fearless creativity matter.

Runner-up: NFL "FLAG 50"

All Big Game commercials try to capture your attention, but the best ones don’t just entertain–they say something. The NFL’s female flag football spot by 72andSunny does exactly that. It's a fast-paced, cleverly executed short film with a message: women in football aren’t coming–they’re already here.

From the beginning, the music tells a story. Yello’s “Oh Yeah” establishes a playful, almost mocking tone, teasing the outdated idea that female players aren’t taken seriously.

Then comes the switch: Scorpions’ “Rock You Like a Hurricane.” That shift isn't just sonic–it's symbolic. A battle cry. A message that female athletes aren’t asking for a seat at the table anymore; they’re taking it.

This commercial communicates the urgency of change in a way that's both cheeky and commanding. And with this soundtrack, it doesn't just tell a story; it amplifies a movement.

Honorable mention: Google Pixel "Dream Job"

The minimalist piano score counterintuitively makes this Google- and SMUGGLER-produced spot that much more powerful. I cried. Enough said.

Angela’s picks

Winner: Rocket “Own The Dream”

During the broadcast, I loved the combination of the commercial itself–a collaboration between MIRIMAR and Rocket's in-house creative team–and the spontaneous stadium singalong as a message of unity.

The ad uses "Take Me Home, Country Roads" by John Denver brilliantly because it's a song that really does give everyone a slice of home when they hear it. And pretty much everyone knows it.

Runner-up: NFL "FLAG 50"

The way the NFL decided to use its biggest platform with a serious call to action was a great use of ad space. I'm proud that the league was gutsy enough to do it!

The creative itself is full of inspiration and humor and shows how talented women playing flag football are. The 1985 Yello hit "Oh Yeah" instantly takes you back to when the ad is supposed to take place while "Rock You Like a Hurricane" by Scorpions injects an extra dose of energy at just the right time.

Also: the cameos are top notch.

Honorable mention: Mountain Dew Baja Blast “Kiss From A Lime”

The tone of the Super Bowl kickoff and many ads was pretty somber, with so much tragedy happening in the world. Usually, I look forward to Super Bowl ads being packed with humor, so this ridiculous spot by Goodby Silverstein & Partners was a welcome, refreshing reprieve.

While the commercial doesn't have much to it, the comically unexpected use of "Kiss From a Rose" and literally having the artist Seal as a seal is hilarious. He and Becky G do a great job. It may be silly, but it's definitely memorable!

Bonus pick: Cirkul taps Soundstripe music for commercial

One last brand we want to acknowledge is Cirkul, which made a strong Big Game debut with an ad backed by Tiger Gang's “The Need for Speed”—a track exclusive to Soundstripe!

The high-energy song uniquely matches the spot’s chaotic pace, making it even more impactful. We’re always excited to help brands find the right music for commercials, but hearing one of our tracks on this stage was a special moment. Congratulations to Cirkul for making such a bold entrance!

Big Game or small screen, music for ads matters

Music can make or break a commercial, and this year’s Super Bowl ads proved just how powerful a well-placed song can be. From stadium singalongs to gut-punching anthems, the most memorable spots leveraged music not as background noise but as a sonic storytelling powerhouse.

At Soundstripe, we help brands, agencies, and creators find the perfect soundtrack to elevate their content–whether it’s a viral YouTube video or a national TV spot. If these commercials prove anything, it’s that the right song doesn’t just support a message–it elevates it.

Need music that makes an impact? We’ve got you covered.

If you'd like to further explore the power of music for ads or learn how to properly license music for commercials and other projects, check out these additional articles from the Soundstripe blog below.