The very best a part of the Super Bowl isn’t the wings, the nachos, the halftime present, and even the soccer itself—it’s speaking concerning the commercials. Properly, promoting professionals assume so, anyway.

The day after the Massive Recreation, ADWEEK requested artistic leaders to weigh in on their favourite adverts. We share their picks under.

Budweiser

Budweiser’s Clydesdale foal actually moved me—the missed horse discovering objective delivering that keg seems like a nod to Skolimowski’s ‘EO,’ the place a donkey’s journey exhibits us uncooked emotion with out saying a phrase. Each tales show animals can inform deeply human tales.
–Shu Hung, CCO, AKQA 

Hellmann’s 

It’s a match made in film and mayo heaven. Beloved seeing Meg Ryan and Billy Crystal again collectively, and the tie to an ‘orgasmic’ sandwich, because of the addition of Hellmann’s, is sensible. Sydney Sweeney obtained the mosts well-known line, which was the proper shock.
-Sandy Greenberg, co-founder and CEO, Terri & Sandy

The adverts typically break down into three classes: people who do properly throughout the Tremendous Bowl format, people who break the format, like Coinbase or DoorDash final yr, and the invisible relaxation. This yr I believed there have been standouts within the first class, significantly Hellmann’s, Liquid Dying, Stella Artois, and Espresso Mate. Humorous, good use of superstar and memorable. Within the second class, I believed Duracell was an fascinating fake-out and definitely caught me. After which there have been a ton that fell into the lure of gratuitous superstar, manipulative use of emotion or simply not going far sufficient.
–Colin Selikow, chief artistic officer, DDB Chicago

Hims & Hers 

Not a dig, however undoubtedly didn’t see this coming from Hims & Hers. Love the sudden, sharp, and completely timed swing at massive pharma and our damaged meals system that fuels it. They did what few manufacturers have the heart to do: consider in one thing that truly issues to folks. Hope they keep it up.
–Mohamed Diaa, international ECD, Joan