Last night sure was an exciting night of television – and we’re not just talking about the Chiefs’ come-from-behind victory. The big game broadcast brought us a huge lineup of noteworthy ads that everyone is talking about today. Some were great, some were not so great, and some were just plain weird. Check out our Super Bowl Ad Review below to see which ads scored and which ones fumbled in our scorebook.
Jeep, “Groundhog Day”
Jeep took full advantage of the Super Bowl falling on Groundhog Day this year. In their one-minute spot, which won USA Today’s Super Bowl Ad Meter, Jeep recreates scenes from the famous movie “Groundhog Day,” featuring Bill Murray himself. In this very funny version, Murray takes off in a new Jeep Gladiator, which helps flip the script on the original story. Instead of dreading each day, Murray wakes up excited to take on new adventures (like playing whack-a-mole in front of Punxsutawney Phil). In the end, we’re left with the message that “no day is the same in a Jeep Gladiator.” It’s creative, relevant and funny: all the ingredients of a great Super Bowl ad.
https://www.youtube.com/watch?v=AnhzGUcENWo
Hulu, “Tom Brady’s Big Announcement”
Hulu and Tom Brady just trolled every New England Patriots fans on football’s biggest stage. A few days before the game, Tom Brady organically drove up the hype, posting a photo from his personal social media accounts insinuating that he was leaving his longtime team. The ad plays on Brady’s free agent status, as he starts by saying “all good things must come to an end,” and “you deserve to hear this from me.” In the end, though, he just wants to tell everyone that “Hulu has more than live sports.” Some fans called it a corny gimmick, but we think this spot was a great example of how brands can weave digital media into their Super Bowl commercial strategy. Well played, Hulu.
https://www.youtube.com/watch?v=-orLI8Y7HV0
Google, “Loretta”
Google has a penchant for tugging at your heartstrings in their ads. Remember their “Parisian Love” Super Bowl commercial, or their Year in Search video from 2018? We expect emotional stories from Google at this point, and yet, they still get us every. Single. Time. This year’s ad tells the story of a man who records adorably specific memories via his Google assistant to help him remember his late wife. It’s incredibly touching and showcases all the best sides of technology. Just don’t think too hard about what Google can do with all that Loretta information.
https://www.youtube.com/watch?v=6xSxXiHwMrg
Planters, “Mr. Peanut Returns”
The death of Planters mascot Mr. Peanut was one of the biggest ad storylines leading up to the Super Bowl. Unfortunately, this campaign was hyped up just a little too much. After halting the #RIPeanut campaign following Kobe Bryant’s death last week, the much-anticipated spot featured the funeral of Mr. Peanut – until a single tear from the Kool-Aid man lands on a patch of dirt and gives life to a baby Mr. Peanut. Just last year, Bud Light also resurrected their Bud Light Knight last year after killing him off in their Super Bowl ad. The reincarnated mascot bit feels tired now, and many viewers felt the commercial didn’t live up to the hype. But hey, everyone is talking about it, so maybe that’s still a win in Planters’ book.
Sabra, “#HowImmus”
Celebrities are the hallmark of most Super Bowl commercials. This year, no one crammed more stars into a 30-second spot this year than Sabra, who employed everyone from the Real Housewives to rappers to TikTok phenoms for their ad. You could get whiplash from how quickly the ad flips to each celebrity appearance. There’s no coherent storyline, and in the end, you get the feel that Sabra used up most of their budget just to pay everyone. It also took the entirety of the ad to figure out what on earth everyone is saying (“this is how I ‘mmus, as in hummus). The ad did make history for its diversity, though. This was the first Super Bowl appearance for drag queens, as “RuPaul’s Drag Race” stars Kim Chi and Miz Cracker made their grand debut during the commercial.
https://www.youtube.com/watch?v=gzEeIKShYTU
Snickers, “Snickers Fix the World”
Like Jeep, Snickers took the remake approach to their ad. Their commercial is a present day spin on the famous Coca-Cola “Hilltop Singers” ad. Unlike the peaceful message of the Coke ad, Snickers snarkily suggests we can fix all the problems of the world with a giant candy bar. The problems they’re referring to are a laundry list of modern annoyances, including babies named after produce, social media influencers and the always-listening smart speakers. It’s wacky and silly, but Snickers knows it, and it works. The ad celebrates the 10-year anniversary of Snickers’ “You’re Not You,” campaign. At the end of the ad they bring the campaign home, saying, “maybe the world just needs a Snickers.”
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