This analysis was co-authored with guest expert Amanda Seaford, a longtime C-level advertising executive and Morning Light Strategy board member.
This year's Super Bowl ads featured more older adults than in previous years - a sign of progress in representation. But looking deeper, a clear divide emerged: older celebrities were celebrated as aspirational and confident, while everyday older adults were often relegated to comedic relief, out-of-touch stereotypes, or background roles.
"This year's Super Bowl ads gave us more older faces on screen, which is progress. But when we look closer, a familiar pattern emerges: aging is only aspirational when a famous face is attached to it."
Dana Keilman, Co-Founder & CEO
At Morning Light Strategy, we evaluated this year's ads based on three key criteria focusing on older adults:
Visibility: Were older adults present in a meaningful way, or were they background characters?
Portrayal & Role: Were older adults depicted as confident and trendsetting, or were they passive, comedic props?
Real vs. Celebrity Representation: Did the ad feature real older consumers, or did it rely on famous faces?
Here's how some of the most notable Super Bowl 2025 ads performed:
The Best: Brands that Got it Right
1) Michelob Ultra (Catherine O'Hara, Willem Dafoe)
Final Grade: A
Why it Worked: Older adults weren't just included - they were the stars. The ad showed them as competitive, energetic, and fully engaged in pickleball, a real trend among consumers of all ages. This ad also included both celebrities and less-recognizable people.
2) Jeep (Harrison Ford)
Final Grade: A-
Why it Worked: Harrison Ford was shown as independent, adventurous, and aspirational. The ad framed aging as a time of continued freedom and possibility rather than decline.
Room for Growth: While positive, the ad still relied on a celebrity rather than representing everyday older adults.
3) Skechers (Martha Stewart, Andy Reid)
Final Grade: B+
Why it Worked: The ad was playful and engaging, showing Stewart and Reid as confident and stylish. While humor was involved, it didn't rely on outdated stereotypes.
Room for Growth: Still leaned on celebrity rather than real older consumers.
The Mixed Bag: Where Brands Made an Effort, but Missed Some Marks
1) Hellmann's (Meg Ryan, Billy Crystal)
Final Grade: B
Why it Worked: Smart use of nostalgia, showcasing older adults in a humorous, relatable way, and creates a cross-generational connection with the inclusion of Sydney Sweeney.
Room for Growth: The ad still framed aging through a retro lens rather than showing older people in a contemporary light.
2) WeatherTech ("Born to be Wild")
Final Grade: B
Why it Worked: One of the only ads featuring non-celebrity older adults in social, active roles.
Room for Growth: The portrayal leaned into exaggeration for comedic effect rather than offer a relatable take on aging.
The Biggest Misses: Where Older Adults were Left Behind
1) Reese's ("Don't Eat Lava")
Final Grade: C
Why it Fell Short: An older woman on a scooter heading toward a volcano was used purely as a comedic gag, rather than a meaningful representation of older consumers.
2) Squarespace (Barry Keoghan, Older Villagers)
Final Grade: C-
Why it Fell Short: Played into the "older people don't understand technology" trope instead of showcasing older adults as confident digital users.
3) Yahoo (Bill Murray)
Final Grade: C-
Why it Fell Short: While Bill Murray was front and center, the ad leaned into nostalgia rather than tech representation. Instead of showing an older adult confidently engaging with Yahoo's platform, Murray held up a handwritten email address - reinforcing outdated stereotypes about older adults and technology.
4) Google Gemini (et al) (AI Ads)
Final Grade: D
Why it Fell Short: AI was one of the biggest themes of this year's Super Bowl, yet older adults were completely absent from AI- and tech-focused campaigns. This was a massive missed opportunity given that 50+ consumers are already engaging with AI in finance, health, and everyday life.
The Big Takeaway: Progress, but More Work to Do
This year's Super Bowl ads made some progress in representing older adults - visibility was higher, and fewer ads leaned into outright stereotypes. However, the reliance on celebrity nostalgia over real, everyday older consumers is still the dominant trend.
"Super Bowl ads this year made progress in age representation, but here's the real question: Are brands recognizing the full economic power of the 50+ consumer, or are they just playing it safe with nostalgia?"
Amanda Seaford, Board Member
For brands that want to do better in 2025:
Include everyday older consumers: Show real older consumers as trendsetters, decision-makers, and cultural drivers.
Avoid the "out-of-touch" tech stereotype: Older adults are already using AI, digital platforms, and social media.
Recognize the $8 trillion spending power of the 50+ market: Older consumers aren't just watching Super Bowl ads; they're driving the economy.
As our co-author for this analysis, Amanda Seaford, says:
"Older consumers aren't just watching ads; they're driving spending in nearly every major industry. The brands that move beyond celebrity-driven moments and authentically engage real older consumers as cultural and economic forces will be the ones that win in the years ahead."
What's Next? Let's Talk.
Morning Light Strategy specializes in helping brands connect with the 50+ consumer in an authentic, insight-driven way. If your brand is looking to get it right next year, let's chat.
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About Amanda Seaford: Amanda is an experienced Chief Executive Officer in the digital marketing and advertising industry. As CEO of SPM Group, Amanda led the integration of 4 companies, creating the premier network of integrated healthcare-focused agencies. Prior to SPM Group, Amanda served as the US CEO of Mirum/Wunderman Thompson, where she managed the digital needs of United Healthcare, Mazda, Qualcomm, Epson, Unilever and the Marines. Amanda also spent 10+ years with Critical Mass, where she served as their Chief Client Officer overseeing large global accounts including Nissan/Infiniti.
About Morning Light Strategy: Morning Light Strategy is an insights & advisory agency on a mission to help brands and organizations plan and position for the global shift toward an older and longer-lived demographic. We help our clients make the strategic business, marketing and innovation decisions that will accelerate their growth among 50+ consumers and their caregivers. To learn more, visit: www.morninglightstrategy.com
