If you happen to had an urge to dub final yr’s Tremendous Bowl the Crypto Bowl, no person would have stopped you (although they in all probability would have warned in opposition to truly investing in crypto, however that’s a special matter altogether). With 4 considerably polarizing spots within the advert lineup, it appeared like everybody walked away weighing the professionals and cons of FTX or, at minimal, nonetheless reeling from Coinbase’s bouncing QR code, which broke the web in all its weird simplicity.
This yr couldn’t be extra completely different.
The crypto business, nonetheless coping with the ramifications of a shaky summer time and a notable crash, abstained from Tremendous Bowl 57 fully. Its obtrusive absence from the festivities left room for fairly a number of main first-time Massive Sport advertisers like Dunkin’, Popcorners and Crown Royal, to call a number of. In actual fact, a large portion of this yr’s freshman class made a number of the most memorable artistic of the evening.
This was additionally a giant yr for streamers. Netflix, Tubi, Peacock, and Paramount+ made splashes with largely favorable outcomes, although we’ll have to attend and see if it has any affect on the decline in subscriptions throughout the grid.
To shake issues up, this checklist may have a brand new addition with Regional Standout, a nod to our favourite regional Tremendous Bowl advert of the evening.
Listed here are this yr’s high 10 nationwide Tremendous Bowl spots (and one regional darling), as chosen by Adweek’s editors:
10. Uber One | “One Hit for Uber One”
P. Diddy is behind a number of hits, however that doesn’t essentially imply that soccer followers are prepared to simply accept simply any jingle from him on the drop of a hat. It’s factor that he recruited his deep, eclectic bench of musician mates, together with Montell Jordan, Donna Lewis, Kelis and Haddaway to make an sudden bop. Diddy doesn’t do jingles, however Uber is aware of how one can reside as much as the potential of its partnering expertise.
9. Doritos | “Jack’s New Angle”
In an immediately notable enchancment from final yr’s Flamin’ Sizzling exhibiting, Doritos handed a splendidly absurd premised—one celebrity’s sudden obsession with triangles— to music tentpoles Jack Harlow, Missy Elliott and Elton John. Harlow specifically leans into the bit and manages to visibly have some enjoyable. The one grievance: it nonetheless wanted rather more Missy.
8. Crown Royal | “Thank You Canada”
Tremendous Bowl is often the time for American flags, bald eagle iconography and extra American beer than anybody can legally abdomen. So, Crown Royal’s enlightening ode to Canada stands out for a few causes—specifically, its litany of enjoyable info and Foo Fighters frontman Dave Grohl. It’s a daring, becoming entry into the Massive Sport.
7. Popcorners | “Breaking Good”
A lot of popular culture reunions came about tonight, however Popcorner’s revisit of Breaking Bad reigned supreme. Distilling a decidedly grownup present right into a family-friendly spot with out making it cringeworthy is not any simple feat. This hits acquainted beats for longtime followers whereas nonetheless centering on the product.
6. Dunkin’ | “Drive-Through”
By now, Ben Affleck’s devotion to Dunkin’ is a widely known meme. Dunkin’ elevated that like to a full-blown takeover with Affleck assuming drive-thru obligation within the model’s first-ever Tremendous Bowl spot. The J.Lo kicker on the finish solely amplifies up the joyous mash-up. Hopefully he managed to steal her a glazed doughnut on the best way out.
5. NFL | “Run With It”
We’ve seen the soccer chase earlier than. What we haven’t seen is ladies positioned so firmly at the center of its largest advert of the yr. The motion is sharp, the dialogue is humorous, and the promise for a greater, extra equitable business panorama is one thing to sit up for.
4. Netflix/GM | “Why Not an EV?”
Not all model partnership work on this area, however the team-up between GM, Netflix and Will Ferrell is a must-see event. Netflix’s dedication to utilizing extra electrical automobiles in its main exhibits is an attention-grabbing (and hopefully trendsetting) transfer, although that element admittedly will get a little bit misplaced in Ferrell’s fish-out-of-water moments with a number of the streamer’s extra recognizable properties. Nonetheless, it’s an amazing reminder of what the platform has to supply, however to its streaming public and the surroundings.
3. Molson Coors | “Excessive Stakes Beer Advert”
After 30 years away from the Sport Day fray, Molson Coors fights for our consideration with a high-octane spot that exhibits Miller Mild and Coors Mild in a bar-busting brawl. In a successful twist, each manufacturers lose to Blue Moon. Will they finally kiss and make up? Perhaps figuring out that it was some of the efficient advertisements of the evening will assist mend fences.
2. Workday | “Rock Star”
Are most of us responsible of tossing out the “rock star” accolade a little bit too liberally? After all. However that doesn’t make this hilarious call-out courtesy of software program model Workday and company Ogilvy any much less gratifying. A few of the finest advertisements have a means of taking an ostensibly mundane human reality to outrageous ranges, and nothing’s extra outrageous than seeing legendary rock insurgent Ozzy (or Oswald, on this case) Osbourne sequestered to a cubicle. It’s a killer Tremendous Bowl debut, for certain.
1. Tubi
Tubi had one clear technique: Get America to note us. Then get America to recollect us. Its first 60-second advert was totally weird, leaving viewers questioning what the deal was with these large rabbits abducting random individuals. Its second spot almost broke the sport because the 15-second spot made it seem as if Tubi hacked your TV and also you have been now not watching the Tremendous Bowl. Its remaining spot emphasised the rabbits once more, cementing the picture of Tubi’s new terrifying mascot into the nightmares of 100 million individuals.
Regional Standout
Sam Adams | “Brighter Boston”
A Brighter Boston? One the place Yankees and Crimson Sox followers embrace one another. One the place Bostonians don’t combat over parking spots. Are you able to think about that? Sam Adams takes a peek into an alternate universe the place Boston natives are literally…good to one another. Each joke lands all through the advert, with every actor nailing the supply.
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