Sure, the game was entertaining, but let’s be honest. Most of us stuck around for the commercials.
The numbers are always wild to see. The game allowed for 44 minutes of national ad air time, with a 30-second ad setting you back a whopping $6.5 million. 56 unique advertisers came to the table with 68 ads. A lot of fantastic spots, a lot of head scratchers, and quite a few seriously? You spent $6.5 million on THAT? For us, there were a few brands that rose above the noise and produced some standout material.
🧙♂️ Mind Reader | Amazon
Kelsey, engaged to the only Bengals fan we know
First and foremost, Amazon nailed it with the cheeky banter between Scarlett Johansson and Colin Jost. The spot had you locked in immediately with the playful tone, leaning into the insight that people believe their tech devices are “always listening” and “reading our minds.” But the takeaway was clear. Alexa’s tech provides users with digital assistance, like reminders, that make you feel like it’s sharing a wavelength with you.
🏀 The Moment of Truth | Crypto.com
Laura, currently dating the guy who invented crypto (basically)
This ad shows LeBron James talking to his younger self and giving him a pep talk and talking about taking chances, both a nod to his future basketball career… and investing in crypto. I feel the sentiment “if only I’d started investing sooner” is said/felt a lot in the crypto space and this ad plays on that. The ad’s also a part of Crypto.com’s bigger campaign of “Fortune favors the brave” (the original ad launched this year and featured Matt Damon). Also, the CGI technology they used to generate a younger LeBron is insane!
👴🏻 Don’t Miss Out on Crypto | FTX
Ryan, recently engaged and claims he and Larry David made eye contact once
Coming from a different angle compared to the Crypto.com ads, this ad pokes fun at people who are skeptical of new technology. And Larry David is great as a pompous, overly-confident cynic. He doesn’t like anything. Probably aimed at GenXers and elder millennials like myself.
🚙 Uber Don’t Eats | Uber
Jacey, professional dog mom and Uber orderer
This ad has it all. Celebrity appearances, humor, and a clear message. I love a company that can make fun of itself, and the way Uber showcased their celebrity guests attempting to eat inedible items delivered by Uber Eats does just that. It was the PERFECT way to highlight a service the company is not as well known for. And the name, “Uber Don’t eats,” works. I know I’ll remember it the next time I want to order something (food or not).
🔌 No Compromises | Polestar
Julianne, did not watch one minute of the game but DID win the office bracket (suspicious)
While most of the other spots felt the same with celebrity cameos and flashy shots, this commercial was quietly confident, giving it a stand-out quality. Its concept was avoiding the gimmicks and scandals of its rivals, throwing some subtle punches at other electric car companies. The result was a great introduction of the car to both newcomers and people who keep up with the industry.
Honorable mentions include Lindsay Lohan in the Planet Fitness commercial, and two spots from Toyota, Brothers and The Joneses. In a shocking turn of events, no beer commercials blew our hair back. This year was all about crypto, food delivery and Larry David. TBH, sounds like my kind of year.