My 2023 Super Bowl Ad Rankings

Before getting controversial, let's talk about my 5 favorite ads.

1. Tubi, Prank Ad

Agency: Mischief @ No Fixed Address

This ad had living rooms of people fighting over who was sitting on the remote and it was fantastic. For me, however, it was more of a horror movie experience. I was watching the Super Bowl with only my dog, which immediately had me thinking someone was outside my window messing with my TV. Although it gave me a jumpscare, the idea was great. The media attention from last night and today also show that the Tubi ad was well deserving of the #1 spot.?

2. The Farmer's Dog, “Forever”

Agency: In-house

One thing I did not expect during my Super Bowl viewing was to tear up. This ad pulled at the world’s heartstrings. Many Super Bowl ads try to throw in as many one-liner jokes as they can, hoping to become the next big meme. However, this ad took a different approach and it paid off. The customers who will buy from the Farmer’s Dog brand, are the ones that connected with this commercial the most.?

3. Bud Light, "Hold"

Agency: Anomaly ?

Miles Teller's dancing broke the internet in May of last year, and Bud Light had the right idea with bringing his moves back. Keleigh and Miles Teller dancing while on hold was a cute, simple, memorable ad.?

4. Busch Beer, “The Busch Guide: Shelter”

Agency: The Martin Agency

A burly man wearing a flannel outdoors is the most on-brand Busch Beer ad. However, the interjection of Sarah McLachlan was an incredible surprise that made this ad stand out. The joke was easy to recognize and executed beautifully.?

5. TurboTax, “Dancer”

Agency: 韦柯广告

The simple idea of a normal guy in a tracksuit enjoying his life was a great break from other Super Bowl ads. This ad goes to show that every company does not need a celebrity to get its point across. The message throughout the commercial was clear and fun to watch.

Now let's get controversial.

1. Is it really a Super Bowl ad if it’s released before the super bowl??

Each year, Super Bowl commercials from many companies are launched before the Super Bowl. I think this leads to a loss of excitement when the commercial then plays during the game. The sneak peeks and trailers increase media attention which is great, but I have never understood why some brands decide to release the whole commercial.

2. When is it right to have a celebrity??

With many Super Bowl commercials, it felt like celebrities were thrown in just to show off. Half of the time it felt unnecessary. The Google pixel ad “Fixed on Pixel”, created in-house, was on track for being great in my opinion. However, the addition of Amy Schumer, Giannis Antetokounmpo, and Doja Cat felt out of place. I think the message would have been more impactful without the addition of celebrities.?

A fantastic example of when it is right to use a celebrity would be Nick Jonas in this year’s Dexcom ad, “Feels like Magic” created by Marcus Thomas LLC . Nick Jonas is well-recognized as a celebrity who has struggled with diabetes. Many millennials and gen z grew up listening to “A Little Bit Longer” by the Jonas Brothers, talking about Nick's struggles. This made the celebrity appearance on-brand and applicable.

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