Super Bowl teams didn’t fire off much offensive fireworks through the Kansas City Chiefs’ spectacular overtime win over the San Francisco 49ers, nor did advertisers adopt the play-it-safe game plan that reflects the mentality. Its purpose is not to offend a significant portion of the biggest TV audience of the year. Although they mostly accomplished that mission, the celebrity-heavy strategy came at the expense of creating many spots that felt worthy of sizable showcases.
The National Football League, CBS and advertisers have welcomed the audience cheering for the Chiefs by Taylor Swift, who has come to the NFL – especially in the context of young women – while CBS has sought to promote the launch of its strike. Used his role as TV host of Super Bowl LVIII. – Delayed seasons as well as movies from corporate sibling Paramount+ and the studio.
Yet like 2023, this year’s Super Bowl ads — for which companies reportedly paid $7 million per 30-second spot between kickoff and the closing gun, plus production costs — were sometimes confusing. The methods were heavily influenced by celebrities, leading to mixed results. Terms of results. Nor did the opportunity to reach more women (aka the “Taylor effect” which some advertisers said they were exploiting) bring about any significant change in the overall creative picture.
The advertiser lineup leans toward more traditional categories, unlike 2022, for example, when crypto ads tried to make a splash. Audiences got a steady helping of football-related products like beer and snacks, as well as familiar staples like cars and big movie trailers, hoping for a comeback after tough years at the box office due to streaming and the pandemic.
Granted, some more significant outliers stood out from the crowd, including the NFL’s corporate image ads, a Jesus-related HeGetsUs.com ad, and another spot for Robert F. Kennedy Jr.’s presidential campaign. The relatively new practice of premiering commercials before games also blunted the sense of discovery, which really helped differentiate refreshing drops.
Given the uproar, CBS exercised some restraint when it came to unnecessary cuts to Swift, admittedly due to the Chiefs’ sluggish offensive performance in the first half, which gave it relatively little reason to celebrate.
With that, a broad sampling of TV’s winners, losers and a wide range of what happened in between.
Ben Affleck appears in a Dunkin’ commercial.
Dunkin’: Ben Affleck and Matt Damon team up to harass Jennifer Lopez (with help from Tom Brady) This ranked as the most daftly funny spot of the day.
Movies: A collective load of big movies provided a strong pitch to reach theaters, including the musical adaptations “Wicked” (arguably the catchiest of the bunch), “IF,” and “Monkey Man,” and the sequel “Twisters.” “Kingdom of the Planet of the Apes” and “Kung Fu Panda 4.” Meanwhile, “Deadpool 3” got ready for a tease during pregame festivities.
Also, honorable mention “Shogun,” As FX/Hulu made the smart decision to present their epic limited series like a blockbuster movie, and the ad certainly delivered those qualities.
Dove: The personal-care company ran one of the few ads from a major sponsor (as opposed to issue-oriented participants) that actually dared to be About this Some, using a song from “Annie”, promoting a program to teach physical confidence to young girls.
BMW: A fun day in the life of Christopher Walken, dealing with the fact that everyone thinks they can impersonate Christopher Walken.
Etsy: So what kind of gift should America have received from France in exchange for the Statue of Liberty? A cheese plate, naturally.
Squarespace: Weaving the UFO craze into something uplifting, fun, and best of all, that really makes a case for the product.
Google Pixel: To see someone with limited vision use a product in such a way that it actually improves their life is really touching.
T Mobile: Jason Momoa helps Zach Braff and Donald Faison perform for “Flashdance” with a cameo from its star, Jennifer Beals. Nostalgic, entertaining and fun.
Verizon: Beyoncé, lots of great visuals and the promise of new music? ’nuff said.
Pfizer: The pharmaceutical giant celebrated science through history with an ad using a Queen song.
Disney+: Sell Streaming service is only using lines Its films offered a well-explained tonic (unlike most places of the day) to cleverly present its material.
Did: A young skater melts the ice, and maybe even melts a few tear ducts, by performing for his grandpa.
Jim Nantz and Tony Romo: CBS’s experienced broadcast team faced no problems in a game that did not score many points but ultimately lost. Nantz concluded, “The seventh-longest game was one of the most memorable games in NFL history.” Yes.
Courtesy of Hellman
Kate McKinnon in an advertising campaign for Hellmann’s Mayo.
Not bad, but…
Budweiser (and beer in general): The beer giant rushed the Clydesdales to deliver the foam, but to be fair, the entire spot was made just by using the band’s song “The Weight.” It was the best entry in an otherwise uninspired lineup that included Bud Light’s wish-granting genie, Michelob Ultra letting soccer stars Lionel Messi (and Jason Sudeikis) loose on the beach, and Coors Light’s “Chill Train,” which went nowhere. Went.
Cerave: Using Michael Cera’s name for a moisturizing cream was pretty silly, to put it mildly.
FanDuel: Give the company credit for choosing to leave the late Carl Weathers in its place and add a memorial card.
Uber Eats: Although this ad featured Jennifer Aniston forgetting who David Schwimmer is, the things people forget – like wearing pants – she was actually better at.
Pluto TV: Building a TV service around couch potatoes is a weird idea, but watching people’s heads pop out of their potato bodies is a little creepy and wallowing.
M&Ms: The clever idea of celebrating “almost champions” was not entirely successful, as Dan Marino and Scarlett Johansson were among the very few winners.
Stock Cold Brew Coffee: Anthony Hopkins wearing a mascot costume is definitely a different idea, but you know, why?
“SNL” Alumni: Tina Fey and Kate McKinnon appeared in commercials for Booking.com and Best Foods, respectively, which did not make much sense with their comedy.
Oreos: The use of Oreos to “turn it on” in historic decision-making — including whether Kris Kardashian would do a family reality show — was worth a small smile, if not an actual laugh.
state Farm: Featuring Arnold Schwarzenegger in a major movie commercial that merely made fun of his accent seemed like a missed opportunity, but his reunion with Danny DeVito saved it.
Doritos: Jenna Ortega and a pair of violent grannies felt like they were wasting their talent for cheap posturing.
Drum stick: “Dr. Umstick proves to be one for ‘What Just Saw?'”
Lindt Chocolate: A perfect example of an ad that doesn’t feel special in any way on par with the platform.
Reese’s: Kind of the ultimate example of being big and loud and ultimately downright annoying, as people react crazily to the possibility of getting or not getting their candy.
Homes.com: Three ads, no hits.
BetMGM: While Vince Vaughn did his best to bring this spot to life, the idea that Tom Brady has won enough only demonstrates that when it comes to acting, he is a great quarterback, which Second best use of the day.
Skechers: Mr. T speaking about the lack of “t” in Skechers might be a good way to remind people of spelling, but I pity the fools who see this very over-the-top ad more than once.
Kawasaki: Riding a Kawasaki makes hair grow, or something.
Popeyes: Ken Jeong’s awakening from cryogenic freeze was basically just another exercise in loud and unpleasant, with fleeting moments of cuteness.
eTrade: The company’s trademark Babies are now kids playing pickleball. It seems like it’s time for this campaign to grow.