The Super Bowl isn’t just football—it’s the biggest night in advertising. In 2025, brands didn’t just entertain; they engaged. A new MVP emerged: QR codes.

This year’s best Super Bowl commercials went beyond celebrity cameos and nostalgia. Brands used QR codes to turn viewers into customers instantly—driving app downloads, unlocking exclusive deals, and delivering real-time experiences. Uber Eats boosted orders with a limited-time promo, Budweiser deepened emotional storytelling, and Booking.com made hotel booking as easy as a scan.

Who had the best Super Bowl commercial of 2025? Let’s break down the biggest winners—and how QR codes helped them dominate.

Hellmann’s: "When Sally Met Hellmann’s"

Meg Ryan and Billy Crystal reunited in a nostalgic nod to When Harry Met Sally…, reenacting the famous diner scene—except this time, Sally was swooning over a sandwich with Hellmann’s mayo. Sydney Sweeney’s surprise cameo, delivering the legendary “I’ll have what she’s having” line, made this ad an instant fan favorite. While this spot nailed humor and nostalgia, it missed an opportunity to drive engagement with a QR code. A simple scan-to-shop feature could have directed viewers to order Hellmann’s online or unlock exclusive recipes featuring the brand’s products.

Dunkin’: "The DunKings Return"

Ben and Casey Affleck reprised their DunKings roles, this time joined by Succession star Jeremy Strong. Strong, known for his intense method acting, took his Dunkin’ obsession to an absurdly serious level, leading to a hilariously dramatic drive-thru scene. The commercial was fun, but it could have benefited from a QR code linking to an exclusive Dunkin’ loyalty rewards promo or a behind-the-scenes featurette of Strong’s over-the-top performance.

Mountain Dew: "Kiss from a Lime"

In one of the most absurd (and most talked-about) commercials of the night, Mountain Dew gave us Kiss from a Lime—a Baja Blast-inspired remix of Kiss from a Rose, performed by Seal himself, now transformed into an actual seal. With a tropical beach setting and a cameo from Becky G, the ad was a bizarre but memorable celebration of the brand’s signature citrus flavor. A QR code could have elevated the experience by allowing viewers to unlock a free Baja Blast coupon or access an interactive AR filter that turned them into a singing seal.

Michelob ULTRA: "Pickleball Hustle"

Michelob ULTRA capitalized on the rising popularity of pickleball with a commercial starring Catherine O’Hara and Willem Dafoe as undercover pros, alongside athletes Sabrina Ionescu and Ryan Crouser. This high-energy, sports-driven ad had humor, but it lacked an interactive call to action. A QR code could have allowed viewers to find local pickleball courts or even register for a tournament sponsored by Michelob ULTRA.

Uber Eats: "We Listen and We Don’t Judge"

Uber Eats delivered one of the smartest and most interactive ads of the night. Charli XCX and Martha Stewart faced off in a lighthearted game, revealing their most embarrassing food cravings—emphasizing that Uber Eats delivers whatever you’re craving, no judgment included. The ad ended with a QR code that linked to a limited-time discount for first-time users, making it incredibly effective in driving instant conversions. This was a textbook example of how a simple QR code can turn an ad into a direct revenue generator.

Budweiser: "First Delivery"

Budweiser once again delivered a heartfelt, emotional ad—this time focusing on a young Clydesdale training to push a beer keg with its nose, symbolizing tradition and perseverance. At the end of the commercial, a subtle but effective QR code appeared on-screen, leading viewers to a dedicated webpage where they could learn about the history of Budweiser’s Clydesdales and enter a sweepstakes for exclusive Super Bowl merch. This smart integration of storytelling and digital engagement gave the audience an opportunity to connect with the brand beyond the commercial.

Booking.com: "Get Your Stay Ridiculously Right"

Kermit, Miss Piggy, and the Muppets took over Booking.com’s ad, showing off hotels that match every type of traveler. From luxury suites for Miss Piggy to swamp-side retreats for Kermit, this ad was fun, effective, and actionable. A QR code allowed viewers to instantly book a stay through the Booking.com app, seamlessly turning a commercial into a conversion opportunity. This was one of the most effective uses of QR codes in this year’s Super Bowl ads, providing a frictionless path to booking.

Pringles: "Mustache Adventure"

Pringles celebrated its signature look with a playful commercial featuring Nick Offerman, Andy Reid, and James Harden—all united by their legendary facial hair. The ad followed a Pringles mustache on an unexpected journey, but it lacked a direct call-to-action. A QR code could have driven a mustache-themed social media challenge or unlocked a free sample giveaway of Pringles’ newest flavor.

Little Caesars: "Whoa"

Eugene Levy’s eyebrows stole the show in Little Caesars’ ad for its new Crazy Puffs. After taking a bite, Levy’s brows literally flew off his face, only to dramatically return. It was weird, unexpected, and totally on-brand for Little Caesars. However, it missed an opportunity for instant engagement. A QR code could have allowed viewers to order Crazy Puffs for delivery instantly, turning curiosity into a real purchase.

Why QR Codes Were the MVP of Super Bowl Ads

Super Bowl 2025 proved that QR codes are no longer just a novelty—they are an essential tool for turning ads into action. By shortening the path from awareness to engagement, QR codes allow brands to capture audience interest in real-time. Whether it’s a scan-to-shop feature, a limited-time promo, or an interactive digital experience, QR codes bridge the gap between TV and digital marketing, creating measurable, high-impact results.

The biggest winners of the night were the brands that understood how to seamlessly integrate QR codes into their commercials—giving viewers an instant way to interact rather than just watch. If you’re looking to bring QR technology into your own marketing campaigns, Flowcode makes it easy with custom, trackable QR codes designed for high-performance engagement.

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