Welcome to the 25th year of Wien’s Irreverent Review of the Super Bowl Commercials.
After doing this for 25 years, I still evaluate the Super Bowl Commercials not on popularity, celebrity power, or entertainment value, but based three simple things: 1. Did people remember the brand being advertised? 2. Did the commercial enhance the value of the brand? 3. Did it stimulate conversation on Monday morning? At $7 million for 30 seconds, it needed to do all three. The best example of how this can go so wrong was the most popular commercial in 1969 for a “spaghetti sauce.” Click on this link {That’s a spicy meatball} to see this wonderful commercial that everyone was talking about but no one could remember the brand being advertised. How many commercials last night made the same fatal error?
Here is my annual Irreverent Review of this year’s batch. I write this every year, not because I think I have all the right answers, but to be a little provocative and stimulate conversation. This year, to help everyone focus on the commercials that are the most insightful, I have posted what I believe are the top 10 commercials first, and the 8 commercials that were the biggest waste of money second. 28 commercials that were not the best or the worst are listed afterwards. I have included links to all the commercials in case you missed any. Please enjoy and share this link with others. I would love to hear from you on what you think I got right or wrong and why.
My Top 10 Commercials
Budweiser – This commercial focuses on the famous Budweiser Clydesdales that for many years was one of the top commercials in the Superbowl. But for the past few years, they walked away from the key elements of loyalty, hard work, and the everyday man that made an emotional connection with the viewer and resorted to comedy and the commercials got trampled. This year, they went back to the old formula and delivered more than beer. They delivered a winner. And they appropriately named the commercial – Old School.
E-Trade by Morgan Stanley – The E-Trade Baby was introduced in 2008 and has stood the test of time as a brilliant spokesperson. Two babies talking about investments while giving a pickleball lesson to two adults is not only hilarious, but it speaks directly to their target audience.
Uber Eats – Jennifer Aniston and David Schwimmer, (a “couple” from Friends) come together for an entertaining commercial that effectively mentions Uber Eats also delivers groceries, alcohol, flowers, and anything. Usher, Victoria and David Beckham, and Jelly Roll also join in on the fun and banter. I’m sure you will not forget this one.
Doritos – Jenna Ortega (Harley Diaz in Stuck in the Middle) with the help of her abuelas, Dina and Meta introduces a new flavor for Doritos – Dinameta (Spanish for Dynamite.) Dina and Meta’s over the top chase to catch the last bag not only drives home the name of the flavor but makes this 30 seconds Dynamite. Editor’s note: Mike started his career at Frito-Lay as an assistant product manager on Doritos and helped launch a new flavor – Nacho Cheese.
Dove – I believe that connecting with your audience on a relevant emotional level is the most effective way to generate brand loyalty. So, when Dove focuses on the fact that 45% of girls quit sports at 14, not due to the hard knocks illustrated with the song “It is a hard knock life”, but due to low body confidence, they win on building awareness for the Body Confidence Sport Program and Brand loyalty for Dove. This should be recommended viewing for all fathers with young daughters and all football fans who have been critical of Taylor Swift’s interest in the Chiefs.
Google Pixel 8 – Google developed Guided Frame, a new technology powered by artificial intelligence that allows the blind and people with low vision to take pictures and selfies. This may be a limited target audience, but it sure creates an emotional connection to the brand for everyone else. And what makes it even sweeter is that the commercial was directed by Adam Morse, a blind filmmaker.
State Farm – Arnold Schwarzenegger stars in filming multiple scenes that illustrate potential disasters, and creatively makes each vignette fun and engaging. Fun and engaging is a difficult challenge for an insurance company, but I found this one to be a good neighba-a-a. Special recognition to Danny DeVito for being a great closer.
Pfizer – This is a great example of a pharmaceutical company promoting their “Why.” To help people live healthier lives and recover from medical challenges. And what a nice way to celebrate the impact scientists have had over the 175 years of supporting that “Why.”
Kia – This car company understands that sometimes making an emotional connection is more powerful than focusing on features and benefits. So maybe they did not promote the introduction of their all-electric 3 row SUV, but they sure delivered on “Movement that inspires” and that should inspire people into their show room.
BetMGM – Finally we have a commercial in this category that makes sense. Excluding Tom Brady from betting because he has already won too much is appealing to both Tom’s fans and detractors. And the creative use of vignettes that illustrate those who can sign up is entertaining. I am betting on this one.
My Questionable 8 for $7 Million for 30 seconds on the Super Bowl
BodyArmor – For a new entry into an already overcrowded category, BodyArmor must do something dramatic to capture the viewers’ attention. I believe they did that in the last half of the commercial, but they lost me in the first half as they tried to make fun of Artificial Intelligence.
CeraVe – If the CeraVe board is not buying the name, either are the viewers. Editor’s note: After getting feedback two days after this was posted, I realized that I totally missed the fact that this was a spoof. I did not recognize Michael Cera and thought it was another misdirected commercial. So I will revise this comment to indicate that if you recognized Michael Cera (and most consumers in CeraVe’s target audience might), it was very creative and will get noticed.
DoorDash – This would be a great commercial for a national online flower company. But as an attempt to communicate that DoorDash delivers flowers along with food from restaurants, it will end up in a casket.
Peta – Edie Falco (Carmela Soprano) gives an outstanding performance in a 60 second commercial that features robbers stealing her cheese. For the benefit of anyone who saw the commercial and is still wondering what it was about, PETA (People for the Ethical Treatment of Animals) just spent $14 million in a failed attempt to tell you that “Cheese isn’t your baby, but it robs a mother of hers” and “Every animal is someone.” They should have stolen the creative team.
Drumstick – Dr. Umstick does force anyone watching the commercials to focus on the brand and the passengers enjoying a chocolate covered ice cream cone. But the humor to me makes Dr. Umstick a better candidate for sitting at the window seat next to the door plug of a 737 Max 9.
Elf – Eyes, Lips, Facts – Judge Beauty (Judge Judy in real life) takes on a case where the defendant is spending $92 on foundation and comes up with a better alternative – a $14 substitute from Elf. It is a very funny commercial with a cameo appearance by Meghan Trainor and should stand out in the pack. I am just not sure the positioning as 85% less than the premium brand is the right message in cosmetics and on the Super Bowl.
Miller Lite – Rob Riggle’s stars in a Miller Lite commercial about not running a big beer commercial during the Superbowl. They should have followed their own advice and not run the advertisement.
Starry – Here is a new brand of Lemon Lime soda that is trying to compete with the big brands – Sprite (Coke,) Seven-Up (Dr. Pepper/Snapple,) and Sierra Mist (Pepsi) and even with the star power of American Rapper Ice Spice, I do not believe the future is bright. Wait a minute. Starry is a Pepsi Product? What happened to Slice and Sierra Mist? What happened to PepsiCo’s legacy of memorable advertising? Editor’s note: Mike was the marketing director for the Pepsi Bottling Group in the 1980s.
Honorable Mentions
Kawasaki Ridge – This commercial effectively promotes “business in the front and party in the back” in an entertaining and high energy way. A perfect description for a Mullet and for Kawasaki’s new side-by-side (SxS) off-road vehicle.
CrowdStrike – The head of the FBI’s testimony on cybersecurity last week was the best advertising this industry could possibly have developed. CrowdStrike used breakthrough creative to establish their brand as a player in this space to “stop breaches.”
Bud Light – When your brand is well known, you can have a successful commercial just by showing the brand being used in a fun and exciting way by your target audience. Bud Light does this masterfully with the help of Payton Manning, Post Malone and Dana White (UFC CEO.) to re-establish their positive image.
Hellman’s Mayonnaise – Saturday Night Live’s Kate McKinnon gets help from her cat on how to use leftovers and becomes an instant social media star with one word – May-ow. Great use of a popular comedian to promote how to use the brand. I gave it two catnips.
Michelob Ultra, (Ted Lasso), and Dan Marino (NFL Hall of Fame Quarter Back) somehow managed to get in the same 90 second commercial. – Lionel Messi (World Class Soccer Player) showed off some impressive footwork, but the fact that he will accept no substitute for Michelob Ultra was brilliant. Of course, Jason Sudeikis (Ted Lasso) knows Messi, but what was Dan Marino doing in that commercial.
M&Ms – Dan Marino (one of the best quarterbacks in NFL history) is the right celebrity to narrate this commercial that celebrates all those people who almost won something big. (Dan never won a Superbowl.) M&Ms has fun celebrating the almost winners, featuring their M&Ms peanut characters, and giving the M&Ms Peanut candy a beauty shot.
Oikos – Martin Lawrence (comedian) and Shannon Sharpe (NFL Hall of Fame) demonstrate on the golf course the product benefit of Oikos Yogurt – 20 grams of protein to help build strong muscles and they connect with the right audience.
T-Mobile – Amazing – T-Mobile delivered all the product benefits of T-Mobile Internet with a high energy, entertaining commercial with “Feeling.”
Reese’s Caramel Big Cups – Here is a brand that knows how to launch a line extension and leverage the equity of a well-known brand. The outrageous response to a change in the product is an attention grabber. The assurance at the end that there will still be the legacy brand is the icing or I guess the caramel on cake.
Silk Almond Milk – Jeremy Renner delivers a high energy commercial and demonstrates 4 ways to enjoy Silk Almond Milk while impressing his teenage daughter. He also demonstrated to his fans that he is making great progress in recovery after the near fatal snowplow accident a year ago.
Stok Cold Brew – Sir Anthony Hopkins takes on another challenging acting role as the fire breathing dragon of the Wrexham Football Club to promote Stok Cold Brew coffee. He does an effective job of promoting the unstated product benefit – “Bolts of Inspiration,” even though many viewers will not be familiar with “Welcome to Wrexham” a TV series on FX.
Middle of the Road
Apartments.com – Trying to rent an apartment to a couple of aliens opens the door to provide the benefits of their service. Yes, this story line is out of this world.
Bic Lighter – Celebrity legends Snoop Dogg, Martha Stewart and Willie Nelson make talking about an easy reach lighter fun and interesting with their bantering about how to use it. The unexpected uses for Willie keeps this one lit.
Booking.com – When Tina Fey gets Glenn Close to be her body double, you know Tina has made the big time. This commercial has a simple message that is about their brand – you have all kinds of choices with Booking.com.
BMW – Christopher Walken stars in a 60 second commercial introducing the New All Electric 5 Series Driving Machine. I am just not sure how effective having 7 people attempt to imitate an 80-year-old actor’s voice for the majority of the commercial is the right creative for a new electric car. We get to see Usher’s moves, but not much of BMW’s moves.
Coors Light – Rapper LL Cool J brings the Chill train out of the Rockies to save the day in an awkward football party. This massive production will grab attention and will increase brand recognition for a brand that already has strong brand recognition.
Dunkin – This high energy Dunkin commercial packed with Ben Affleck, Matt Damon, Tom Brady and Jennifer Lopez drives home the equity that Dunkin is the fun restaurant for everyone.
Etsy – While this commercial is funny, I have trouble understanding why Etsy would introduce a new piece of software on their site (Gift Mode) and feature an inappropriate gift and a product line – food that they do not focus on. I know not to take these examples literally, but did you know that out of the 7.5 million sellers on Etsy, I could only find one – Cheese Brothers Charcuterie in Wisconsin that sells cheese.
Frito-Lay – This commercial starring three football legends: Rob Gronkowski, Marshawn Lynch, and Troy Polamalu as they relive “the taste of victory” is as exciting and predictable as watching confetti pop out of a bag. Somehow, they managed to promote 5 brands -Lay’s, Ruffles, Cheetos, Doritos, and Tostitos in 30 seconds which makes no sense to me unless you are trying to impress the employees and shareholders. Editor’s note: Mike worked at Frito-Lay in the 70s in product management for Tostitos, Doritos, Cheetos, and Fritos – Where was Fritos?
Homes.com – This real estate company is developing a national footprint to help home buyers get detailed intelligence about the home and neighborhood they are buying. The four different commercials designed in part to attract real estate agents to join the company dramatize this commitment to superior information in such a comedic way that I am afraid they will not be taken seriously in their claim.
Lindt Lindor Truffles – The creatives captured a beauty shot of the chocolate and the packaging, a chef making the chocolate, and six different people enjoying the chocolate weaved together in 30 seconds. But given the environment of the Superbowl, 11 different segments in 30 seconds may result in this little ball of chocolate being fumbled.
Microsoft – The biggest software company in the world just launched Copilot – Your everyday AI companion. There is so much happening in 60 seconds with words quickly flashing in front of moving backgrounds that I will need to use Artificial Intelligence just to understand what is going on.
Mountain Dew Baja Blast – Aubrey Plaza and David Offerman, reunite to have a blast everywhere. I think you had to be a fan of the political satire sitcom Parks and Recreation to appreciate this one. Otherwise, it is an inside joke that gets lost.
Nerds – This is a terrific piece of creative. But is the Super Bowl really the right venue for this commercial? The creative team did “unleash their senses.”
Old Spice – Ronny Chieng (The Daily Show) stars in this commercial for Old Spice Gentleman’s Total Body. I am not sure how great the need is for a total body deodorant, but assuming there is, this creative clearly communicated the total body freshness in a creative and fun way.
Oreo Cookies – Nabisco just spent $7 million to establish a new catchphrase, “Twist on It.” But unlike “May the force be with you,” or “I’m going to make him an offer he can’t refuse,” or “Show me the money,” or “I’ll be back,” or “There is no place like home,” I am not sure this will satisfy the palate.
Popeyes – Ken Jeong (Leslie Chow in The Hangover) comes out of a cryonic freeze to discover the changes he has missed in the last 52 years. The changes are ridiculously funny, including that the third largest chicken restaurant in the United State finally discovered that people love chicken wings.
Poppi – Here is a new “Soda” that is trying to enter the market as a healthy alternative. I am not sure how many consumers are looking for a healthy alternative, especially at 4 times the cost of Coke and Pepsi?
Pluto TV – Growing couch potatoes in Pluto TV country is a very humorous way to build awareness for a new free streaming service and talk about all the programing options. This is a commercial worth watching.
Pringles – Chris Pratt (Parks and Recreation) gets a boost in his career because he looks like Mr. Pringles. This will be great for improving Chris’s personal brand awareness, but I am not sure what it does for Pringles that built its franchise on flavors, not mustaches.
Skechers – Mr. T does a great job helping viewers understand there is no “T” in Skechers. I believe he also communicates the benefit and ease of slip-ons. But I am afraid that this commercial is more about Mr. T. and less about shoes.
Squarespace – Martin Scorsese (the director of this commercial) delivers a great line, “I told you to take Broadway, this always happens,” when UFOs overwhelm the skies around the world. The best thing I can say about this commercial is it is consistent with Squarespace’s previous Superbowl commercials of keeping what Squarespace does a secret from the viewers. It is very creative and humorous but has nothing to do with the product or service they are selling.
TEMU – Shop like a billionaire is a strong tag line. This commercial has great visuals and very creative. But for a new way to shop on the internet, what is the competitive advantage of Specific Edge? This company is a China e-commerce player and I could only find part of the commercial on Tik Tok.
No commercial available to share
Totino’s – Pete Davidson, also from SNL, delivers Totino’s Pizza Rolls via a robot he controls remotely. This is a fun commercial, especially when Pete squirts the doorman who gets in the way of the delivery. But what does this have to do with Pizza Rolls when the star is a robot and deliveries are only in Los Angeles, Las Vegas, and New York. The doorman is not the only one who gets sauce on his face.
Toyota Tacoma – I am not sure of the point of this commercial, but they lost me at Hello before I got truck sick. Fortunately, anyone who remembers this ad will not remember the truck company who paid for it.
Verizon – The creative for Beyonce trying to break the internet is so over the top that while her fans will love it, I am not sure what it will do for Verizon as the message gets lost. “Can you hear me now?”
Volkswagen – What a great start focusing on the heritage of the VW Beetle. Then poof, all then energy was drained out of the commercial at the end. Was the electric Volkswagen at the conclusion the culprit?
About Mike Wien – After spending 28 years in senior marketing roles at Frito-Lay, Pepsi, CitiBank, Omni Hotels and Deloitte, Mike left the Corporate World to teach Marketing and Franchising at Georgia State University. Six years ago, Mike semi-retired, moved to Boulder, Colorado to spend more time skiing and training for Ironman Triathlon and marathon races. Last year, Mike took third in the Challenge Roth Ironman Distance Trithlon in Roth Germany, and won the bronze medal for Team USA in the Long Distance Triathlon World Championship in Ibiza, Spain. When he is not skiing or training, Mike is working with a few clients on marketing strategy or providing keynote speeches to companies on gaining a competitive advantage or a “Specific Edge.”
Mike Wien
The Specific Edge Institute
Boulder, Colorado