We gathered real-time feedback on NFL campaign reactions 2025 using OnePulse. And let’s just say, what people had to say was insightful.
For marketers, football season is its own competition. It’s a stage for brands to put out their creative plays. In 2025, NFL ads are leaning into big personalities, nostalgic callbacks, and over-the-top storytelling, using everything from quirky mascots to familiar faces to drive conversation as much as sales.
But with so much spectacle on screen, are viewers connecting or tuning it all out as background noise? We Pulsed 1,000+ Americans to find out which ads are scoring and which ones are getting benched.
Abercrombie & Fitch enters the game with NFL partnership
Abercrombie & Fitch has stepped onto the NFL stage as the league’s official fashion partner in a multi-year deal. Here’s the read on how the collab landed.
How are Americans reacting to the Abercrombie x NFL partnership?
Reactions to the NFL campaign were mixed. Around 3 in 10 Americans said wait… what? or felt it was trying too hard. About 2 in 10 called it a smart move, while just over 1 in 10 said they love that for them.
Are Gen Z and Millennials checking out the new collection?
Some are. Among younger shoppers overall, 1 in 5 said they’re very likely to explore the line, and 1 in 4 said they’re somewhat likely. But just over half (54%) still said not likely, showing Abercrombie has more work to do.
However, looking closer, Gen Z show higher intent. And here’s what we found when breaking it down by gender:
Gen Z females lean more positively, with almost 6 in 10 saying they’d check it out.
Gen Z males, on the other hand, are more hesitant—only about 4 in 10 show interest.
Does the Abercrombie x NFL collaboration help brand relevance?
For now, only in pockets. Roughly 3 in 10 said the collab makes the brand feel more relevant, but the majority (69%) felt it didn’t help.
So, how do people see Abercrombie today?
In open-text responses, Pulsers shared how they see the brand after learning about the NFL campaign. The result shows Abercrombie is still closely tied to its past. Our AI-powered analysis highlighted these key themes:
For the younger crowd (25%)
Expensive pricing (20%)
Past its prime (15%)
Too preppy (10%)
Abercrombie’s first step onto the NFL stage is bold, but the reactions show the brand still has perception hurdles to clear. This first-of-its-kind NFL fashion collab may open doors, but shifting the conversation around Abercrombie may take time.
State Farm’s ad with Patrick Mahomes and Meghan Trainor.
State Farm rolled out its NFL ads starring Patrick Mahomes and Meghan Trainor, created in partnership with The Marketing Arm. The spots lean on humor and playful comparisons to position State Farm as the helpful choice instead of just another average insurance option.
How much did viewers enjoy the State Farm NFL commercial?
Quite a bit! Almost 6 in 10 Pulsers said they found the ad very or somewhat entertaining. That’s a solid win for grabbing attention in the middle of a busy NFL season.
How do viewers perceive State Farm after seeing the ad?
Many saw the brand as fun (38%). But 31% felt it was more gimmicky, and only 14% actually described it as helpful. So while the ad added energy and personality to the brand, the helpful message didn’t really come through.
What did they like most about it?
In open comments, people highlighted the humor and celebrity appearances. Meghan Trainor’s cameo got plenty of love, and Mahomes’ role stood out too, showing that personality power still works to grab attention.
The fun definitely outshone the “helpful” message. Humor and celebrity power carried the commercial, keeping people entertained. Meghan Trainor once again made an ad pop, while Patrick Mahomes brought his signature charm. Together, they made the spot feel upbeat, lively, and fun to watch.
Snickers shows you’re still not you when you’re hungry.
Snickers is back with its classic You’re not yourself when you’re hungry playbook for this NFL season, this time featuring Buffalo Bills quarterback Josh Allen. Created by BBDO New York, the spot leans on the tried-and-true formula. Let’s see how it’s landing with fans this year.
First things first, how many people saw the Snickers with Josh Allen ad?
Not as many as expected. Fewer than 1 in 5 American Pulsers recalled seeing the ad.
Did viewers find it entertaining?
Although not everyone caught the ad, once they watched it, the classic You’re not you when you’re hungry commercial delivered laughs, with more than half saying they enjoyed it.
Is it memorable?
Definitely. 2 in 3 said the Snickers spot was more memorable than other NFL ads, proving the long-running campaign still leaves its mark.
Are people buying Snickers
Yes, they are. 2 in 3 said they bought a Snickers bar in the past month. While it is difficult to connect that directly to this ad alone, it shows that the brand remains relevant and top of mind.
Once again, Snickers turned to its go-to slogan, You’re not you when you’re hungry. And it still delivers. Proof that sometimes you don’t need to reinvent the playbook. With Josh Allen adding fresh energy, the spot felt both entertaining and memorable.
Sprite Obey your thirst with Jalen Hurts
Sprite’s ad with Jalen Hurts brings back the brand’s iconic 1994 slogan, this time on the football field. Here’s how audiences are responding to Obey Your Thirst in 2025.
Did viewers enjoy Sprite’s ad?
It was a sparkling hit! A little over half of Pulsers (53%) said they found the commercial entertaining, with almost a quarter (22%) finding it very entertaining.
What other reactions did it spark?
Reactions varied. Some laughed (18%), some admired the creativity (16%), and a few felt a little bit nostalgic (9%). About 1 in 10 even said it made them love Sprite more. But the biggest bubble? For 40%, the ad simply reinforced how they already felt about the brand. Refreshing entertainment and very Sprite.
Who’s buying Sprite?
Almost 7 in 10 of those who’d seen the ad had bought Sprite in the last month.
The Sprite Obey your thirst with Jalen Hurts campaign came through as fun, memorable, and on-brand. Viewers described it as creative, entertaining, and true to the brand voice. Some said it boosted their love of the brand, while many felt it reinforced how they already see Sprite. By pairing a classic slogan with a talented-star, they proved that the brand message still carries impact three decades after its debut.
Little Caesars, George Kittle and a talking deer
George Kittle crashing through a window on a talking deer: that’s how Little Caesars kicked off this NFL season, doubling down on quirky humour to stake its claim in the pizza value wars. As the Official Pizza Sponsor of the NFL, the brand brought back its iconic Pizza! Pizza! offer and introduced the semi-photorealistic “Deal Deer” in a campaign by McKinney. We put the ad to the test with real consumers. Here’s what the data reveals.
How did the audience respond to the ad?
For most people, it delivered a laugh. Over 60% of Pulsers found the ad either somewhat or very entertaining, proving the weird, whimsical tone resonated.
Did the rewards programme get attention?
We saw moderate interest, but no runaway success.
Just under half (47%) showed interest in the Pizza! Pizza! Pregame programme, with around 1 in 5 saying they were definitely keen. Still, over half of respondents were either neutral or not interested.
Did George and the deer stand out among other NFL ads?
More memorable than most.
A combined 57% of viewers said the ad was either much more or a little more memorable than other NFL ads. The Deal Deer clearly left an impression—but not always for the right reasons.
As one viewer put it:
“Liked the ad, but as much as it is played in between Peacock shows is enough to run it down to almost annoying.”
Repetition helped it stick, but may have pushed it into overexposure for some.
Are the views turning into orders?
It looks like it! More than 1 in 2 who saw the ad ordered Little Caesars in the past month.
Little Caesars’ NFL kickoff showed how far quirky humour can go. With George Kittle and the Deal Deer crashing the party, the brand brought energy, laughs, and plenty of personality. Add in the return of the classic Pizza! Pizza! offer, and Little Caesars kept itself right at the centre of the game day conversation.
Have you got a campaign you’d like to test?
We’ve seen how audiences react to big NFL campaigns, now see how they’ll react to yours with real-time testing.
Get in touch or sign up today to run your first real-time test for FREE*
*You’ll receive 50 free credits when you sign up.
