What happened? You didn’t come to our Super Bowl watch party, and we think we know why. Nobody wants to watch with ad people. We analyze, we talk about production, we criticize, we name drop. But we do know some damn good ads when we see them, so just because you blew us off on Sunday, doesn’t mean we’re not going to share our opinions on the best use of $8+M per 30 seconds the morning after.
Coors Light
“Case of the Mondays”
Mischief@No Fixed Address
Let’s start with the Coors Light “Slow Monday” spot from the “Case of the Mondays” campaign. Connecting this emotion to a “case” of beer and leveraging the feeling of the day after the SB as something we can all identify with is a strategic win in our book. Starbucks one-upped them, giving away free coffee on Monday, but they didn’t use sloths so the win goes to Coors Light.
Instacart
“We’re Here”
TBWA\Chiat\Day LA
We have deep emotional connections with our favorite brands. So when those brands’ iconic mascots assemble, they trigger nostalgia and familiarity. Add in a convenience message—get all your favorites delivered—and you have a spot that resonates, especially with busy Millennial parents. We loved the humor, unexpected silly moments, and track choice of “Take It to the House” to reinforce the ease of delivery.
Uber Eats
“A Century of Cravings”
Special Group
We’re not a fan of dropping in a celebrity just for the sake of it, but we liked this humorous play on 100 years of football and McConaughey standing in for some famous legends. Chock full of celebs, this spot tried to create a conspiracy theory that football is all about making us hungry. Not a new concept for the brand, but this spot laid out the argument in a clever way. Except… why would Greta Gerwig want to make a movie about it?
Google Pixel
“Dream Job”
In-house
No Big Game is complete without at least one tear-jerker to contrast the flood of absurdist comedy. What Google’s in-house agency does exceptionally well with this spot is make AI feel strikingly human. Taking a real human truth—parenting is the hardest job you’ll ever have—it shows how AI is an approachable tool that can be used in everyday practices. The concept is executed beautifully, with a spot-on cast delivering authentic performances.
Dodge Ram
“Goldilocks”
GSD&M
A fun, engaging concept perfectly crafted around Ram pitchman Glenn Powell. His Goldilocks is Fabio-lous and Ram tapped into his likeable machismo with this twist on the classic children’s story. Fold in director David Leitch (Deadpool 2 and John Wick) and a Van Halen track and you have an entertaining, highly watchable spot.
Rocket Mortgage
“Own the Dream”
Miramar
Beautiful Americana footage, cover of a classic song, no it’s not Budweiser it’s Rocket Companies capturing the feeling of home and of bringing everyone you love there. Not too many tear-jerkers in this year’s line up, so this stood out even more — and the addition of the in-stadium singalong carry-over from the spot was a nice touch.
Nike
“You Can’t Win, So Win”
Wieden Kennedy
After 27 years, Nike returns to SB Sunday with a spot that cuts to the core. Tapping into last year’s viral Barbie monologue, the script demonstrates how women athletes must best so much more than their sport to be the best at their sport. The line “you can’t win… so win” may be as iconic as “just do it.” Well played, Nike, and welcome back.
Jeep
“Owner’s Manual”
Stellanis In-house
The SB25 spot that almost didn’t happen. Placement near the end of the 4th quarter is always a risk — but during last night’s blowout, this spot stood out, and not just because Harrison Ford rarely does commercials. The gorgeous script talks unity in a time when that feels scarce. Focusing on how life doesn’t come with an owners’ manual and that gives us the freedom to write our own story, the spot beautifully ties the idea of our differences being our strength to specific things Jeep drivers consider part of their driving persona. Ford’s understated performance was perfect and you truly believed the man drives a Jeep — even though his name is (whispered) Ford.
Liquid Death
“Safe for Work”
In-house
Staying on-brand with their “seems like it’s hardcore but it’s really just water” message, Liquid Death puts together a parade of people you’d never want drinking on the job slamming the product as if it’s a bad thing. Of course, there’s nothing wrong with imbibing when it’s Liquid Death in the can.
Novartis
“Your Attention Please”
Merkley & Partners
How to drive home to women the impact of mammography and self exams in the fight against breast cancer? Tap into their universal frustration over too much attention paid to that part of their anatomy, not in a good way. Using celeb talent Hailee Steinfeld and Wanda Sykes, M&P took a preventive approach rather than pushing its cancer-fighting meds, leaning into giving “the girls” the right kind of attention.
KIM SMITH is group creative director at LOOMIS, the country’s leading challenger brand advertising agency and a top Dallas advertising agency for digital, social, mobile and user experience. For more about challenger branding, advertising and marketing, leadership, culture and other inspirations that will drive your success, visit our blog BARK! The Voice of the Underdog and catch up on all of our posts.
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