An Advertiser Having a Field Day
- Ariana Duran
- Feb 10
- 5 min read
Updated: Feb 12
While most are celebrating (or mourning) their football teams, I'm here to talk about the important part of the game. The ads. I watched, I laughed, I cringed, and took notes on 81 spots I observed as one of the 117.3 million viewers. Here's the thing about advertising: if it's good, it doesn't feel like you're being sold to. Here's the other thing: an $8 million spot should be pretty impressive, or, at the bare minimum, entertaining.
The MVPs
This is my fifth year reviewing Super Bowl ads and those who know their brand well deliver a consistent and recognizable message each time, repeatedly make my top ads list.
Dream Job | Google Pixel
Go ahead, wipe the tears from your eyes. Google is consistently on brand with just the right amount of product placement combined with emotional storytelling, minus the gimmicky, "buy it now" message. They didn't explain what the product is or how to use it, they didn't even mention its key features. While I may not be looking to purchase the latest Google Pixel, they're doing a great job building a solid reputation with heartwarming and relatable ads.
These Legs | Dove
Some of my favorite ads of all time say so much by saying very little. This is one of those instances. If you're familiar with Dove's campaigns, you know they've been serving this message since 2004. Needless to say, consistency is key. This was short, sweet and very on brand. (Literally) And, not to mention Springsteen as the song choice- an 11/10 spoken from a true New Jerseyan.
Your Attention, Please | Novartis
This ad was one of the breast! It was the right amount of cheeky with an unforgettable (and scary) statistic. I checked out their site and learned breast cancer is most treatable when you catch it early, though most skip their annual screenings. I'm glad this spot was used for good and hope we can put an end to cancer sooner than we think.
When Sally Met Hellmann's | Hellmann's
We're switching gears from tear jerkers to belly laughs. This one takes the cake... or the sandwich. THIS is the kind of edgey and funny ad you expect to see during the big game. We all have a meal that makes us feel this way, even if we don't say it out loud. Risky for a mayonnaise brand? Yes. Funny and memorable enough to think of it next time you're at the grocery store? Also yes.
Safe for Work | Liquid Death
What's more intriguing than naming a water Liquid Death? A spot dedicated to every professional you wouldn't want to see drinking on the job. They made me laugh, introduced a new product line and nailed it with their branding. I've never tried Liquid Death but after this ad, I just might also drink on the job.
Slow Mondays | Coors Light
I'm pretty sure this was all of us the morning after Super Bowl Sunday. How refreshing it was to watch an ad that doesn't rely on celebrities to differentiate themselves from every other beer. Creative thought and a good story. The cherry on top? I did some digging and you can indeed purchase a case of the Mondays by Coors.
Big Men on Cul-de-sac | Bud Light
This is crazy, but a second beer ad made my top ads list this year. And, yes, this one did have celebrities to carry its weight. But, it was funny, memorable and is how I picture pretty much anyone who drinks Bud Light. And, seriously, is it even possible to hate Post Malone? The ankle high socks and cool modified gadgets are every dad on the cul-de-sac's dream.
Honorable Mentions
The honorable mentions were tough to narrow down this year. But, when the ads are no longer fresh and your recall isn't as strong from the night's sleep you had, reality sets in to clear things up.
Take Me Home | Rocket Mortgage
This was emotional in all the right ways and hit on many aspects of what makes a house a home, including the people. I loved the stadium take over right afterwards with ads and a harmony of song. Excellent and well thought out execution strategy.
Born to Be Wild | WeatherTech
Does anyone (besides my dad) actually think about the kind of mat they're putting in their car? You will now. This was creative, fun and a different take on what could be classified as a boring product.
Tick Pick
I was shocked to find out this was made four years ago with many of the comments mentioning it would make a great Super Bowl ad. One of my favorite ads of all time is K-Mart's, "Shipped my pants." Give it a watch and you'll see why this one made my honorable mentions list.
Fumbles
Was the strategy to create the worst ad to live on in infamy? If so, I guess everyone on this list is a winner. If not, please hire me for your next idea. I'm so serious.
YOU GOT CIRKUL | Cirkul
Is this meant to be similar to you've got mail? What even was this? I didn't understand his 100,000 orders were shipped to random people as a part of their marketing strategy until doing further research. Next time, hire Oprah and have her say "You get a Cirkul! You get a Cirkul!" This attempt was just awful.
Coffee Mate Cold Foam
I can't believe I watched this again. I made the same disgusted face as I did the first time. Cold foam has so much potential to be fun, this execution was not it. I apologize for what you're about to see in advance.
Cowboy Head | Tubi
I'm dying to know who thought of this and if their intention was to haunt my dreams until the next big game. There are so many ways to deliver a similar message without morphing children's heads.
A New Era in Connectivity | T-Mobile Starlink
This is a typical and boring cell phone ad, but this one cost $8 million to air. Sigh. Maybe next year, T-Mobile.
Celebrating 5 Years
As an average person, I am exposed to anywhere between 4,000 - 10,000 ads per day. As an absolute advertising nerd, I am totally okay with that. I'm happy to see ads evolve and I'm even more thrilled you've made it this far with me on my five year journey, reviewing what may be the most important day of the year in advertising. If you don't want to wait until next year for another review, check out my previous blogs and connect with me on LinkedIn to share your favorites!
I 'LIV' for Big Game Ads: 2020
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