Advertisers paid as much as a record $7 million for a 30-second Super Bowl ad this year. There are always many celebrities in the Super Bowls commercials, but that was particularly true this year, with seemingly every other ad featuring a celeb. Humor, as always, was a big factor, and products that were being advertised by several companies included electric vehicles, sports betting and cryptocurrencies.
T-Mobile – Miley Cyrus writes and sings a song called, “Do It for the Phones.” That comes after an earlier spot in which Dolly Parton said America has a problem with phones on limited 5G networks, and asks Cyrus to use her talents to address it.
Expedia – Ewan McGregor talks about all the things you can buy, which are things often advertised in Super Bowl ads, but asks if you think you would loook back and regret the things you didn’t buy, or the places you didn’t travel instead.
Flamin’ Hot Doritos and Cheetos – A birdwatcher drops Flamin’ Hot Doritos and Cheetos and animals, led by a sloth, come out and start eating them. As they do, they start making sounds that combine into Salt-n-Pepa‘s 1986 hit, “Push It.”
Rocket Home/Rocket Mortgage – The commercial starts out like a kids’ commercial for Barbie, until we learn that Barbie got her Dream House through Rocket Home, and you can too, also with the help of Rocket Mortage.
Salesforce – Matthew McConaughey at first is an an astronaut in space who seems unimpressed. He then, as himself, says it’s not time to escape, it’s time to engage. In a dig at Mark Zuckerberg‘s metaverse push and billionaires launching into space, he says, others looks to “the metaverse and Mars, let’s stay here and restore ours.”
General Motors – The spot for GM’s electric vehicles features Mike Myers as Dr. Evil, and Rob Lowe, Seth Green and Mindy Sterling as their characters as well from the Austin Powers movies. Dr. Evil has to save the world first with electric vehicles so he can take over the world,
T-Mobile Home Internet – Scrubs actors Zach Braff and Donald Faison sing to the melody of “I Feel Pretty” as Braff realizes he’s paying too much for home internet and Faison turns him on to T-Moble’s service.
Amazon Alexa – Husband and wife Scarlett Johansson and Colin Jost are so happy with Alexa they say it’s almost like it can read their minds. But they then realize maybe that’s not a great thing as it embarrasses them in different situations by revealing what they really think.
Hellman’s – Former linebacker Jerod Mayo tackles people to keep them from wasting food. When he apologizes for tackling Pete Davidson, who’d told him he’s not wasting food, Davidson says, “I get it. I’m very hittable.”
Sam’s Club – Kevin Hart delusionally thinks Sam’s Club “Scan and Go” service, in which you can scan prices via an app and pay on your phone, is just for him because he’s a VIP.
Other Memorable Ads:
BMW – Arnold Schwazenegger is the Greek god Zeus and Salma Hayek his wife, the goddess Hera, who retire to Palm Springs. But Zeus gets frustrated with modern life and people asking him to use his lightning powers to give them a boost, so Hera treats him to BMW’s iX electric vehicle as a “pick-me-up.”
Coinbase – The simple ad had a QR code bouncing around the screen and changing colors as it hit the sides and top and bottom, reminiscent of the bouncing DVD logo meme. When scanned, the code brought viewers to Coinbase’s promotional website, offering a promotion of $15 worth of free Bitcoin to new sign-ups, along with a $3 million giveaway customers can enter. But so many people apparently did it that it crashed the app.
Meta Quest 2 – An animatronic dog and other animatronic furry creatures perform together in a band, but the dog gets discarded when the place shuts down. It’s saved just in time from destruction and ultimately ends up in a space center, where a young man in the virtual reality exhibit puts the Quest 2 headset on the dog. The dog meets up with his old friends in the virtual reality world and they got to perform together again.
Chevy Silverado – The opening theme from The Sopranos is heard and the same opening images of driving from Manhattan to New Jersey are seen, but the camera eventually reveals it’s a grown-up Meadow Soprano, played by Jamie-Lynn Sigler, behind the wheel, not Tony Soprano. She stops to charge the electric Silverado, and meets up with brother A.J. Soprano, played by Robert Iler, and the two hug.
Disney+ – The ad features Awkwafina speaking about Disney+ showing the “Greatest of All Time” — G.OA.T. — in movies and shows, and then shows actual goats dressed up as characters from some of them, including Marvel’s Captain America, Star Wars‘ Chewbacca, 101 Dalmation‘s Cruella, and Toy Story‘s Woody.
Weather Tech – Weather Tech employees rappel down from a helicopter dressed like a special ops team to put things like floor mats and cargo liners in a man’s vehicle.
Uber Eats – To advertise that UberEats is now delivering groceries, some of which aren’t food, several celebrities try to eat inedible things, including Jennifer Coolidge chewing on eyeliner, Gwyneth Paltrow taking a bite of one of her vagina candles, and Trevor Noah trying to eat a lightbulb.
FTX Trading – Larry David is seen as dismissing things throughout history, such as the invention of the toilet, the light bulb, the Declaration of Independence from England, and trying to put a man on the moon. When a man tells him FTX is a safe, easy way to get into crypto, David says, “I don’t think so. And I’m never wrong about this stuff.”
Lays – Paul Rudd and Seth Rogan reminisce while eating Lays chips at a wedding about “good times” from the past, which are all bad things like a near plane crash, being caught in the middle of a gang turf war, being kidnapped and buying a haunted house with a creepy female ghost. In the end, it turns out Rogan is marrying ghost woman.
Pringles – A man gets his hand stuck in Pringles container, and never gets it off. It stays on throughout his life as he dates, gets married, has kids, grows old, and finally dies, and is still on at his funeal, during which his grandson gets his hand stuck in another Pringles container.
‘USA Today’ Ad Meter: USA Today held its annual Ad Meter review of the Super Bowl commercials in which people register online and vote on the ads. The results, including the most popular and least popular ads, will be available this morning at https://admeter.usatoday.com/.
Here is what some news outlets thought were the best and worst ads:
Yahoo! Sports – Grading ads: https://yhoo.it/3HQroua
Fast Company – 5 best, one worst: https://bit.ly/3HJJQEC
Ad Age – Best and worst: https://bit.ly/3HQqrSq
Washington Post – Five best: https://wapo.st/3gQ1b2J
The Athletic – Best and worst: https://bit.ly/3uVyTfs