Breaking Down This Year’s Super Bowl Ads
Over the decades, the Super Bowl has transformed into something much more than just football—it’s also the biggest stage for brands to advertise and capture the attention of more than 100 million game viewers, plus many more before and after the game online.
In a recent study, 40% of those surveyed watch the Super Bowl for the advertisements, not the game. And 50% of those surveyed admitted to buying a product based on a Super Bowl commercial.
About 75% of people aged 18-34 watched last year’s Super Bowl, and just over half (54%) of viewers are men. But the NFL isn’t just a young person’s game—more than 60% of adults aged 65+ tune in to the Super Bowl as well.
These numbers illustrate an obvious point: The entertainment value the Super Bowl provides has mass, nearly universal appeal. According to another recent study, more than 50% of every age group in the U.S. said they were either “definitely” or “probably” watching the Super Bowl.
Like a well-executed play, the right commercial can score big and leave a lasting impression. However, all commercials perform differently and instill different reactions.
In this blog, we are sharing the play-by-play for some notable Super Bowl LIX commercials. Interestingly, the opinions of our staff varied greatly depending on age and other demographics. It was also interesting how several brands worked to bridge the generation gap by using older music with contemporary themes. Everyone out there has their own opinion, but here is the consensus on our list:
Touchdown
Nothing better than crossing the goal line on a well-executed play
Whether the ad featured two movie stars from the ‘80s and ‘90s hustling younger athletes for Ultras or the high production value and storytelling from the Pixel and Budweiser spots, these three commercials took home our trophy.
Two-Point Conversion
Bold, attention-grabbing and great when it works
For years, Dove has made body positivity a cornerstone of its advertising message. Its most recent ad combines a well-chosen statistic on body identity, a great message about girls in sports and the 1975 Springsteen classic “Born to Run” to create this short yet thought-provoking piece.
Fumble
Missed the mark and could send you to the bench
With another take on body shape and image, this one missed the mark while making those who may be overweight feel guilty. The imagery of scales and weight-tracking not only presents an aggressive portrayal of a sensitive topic but also potentially sends a harmful message about how people take care of their bodies. The commercial’s fumble really happened as Hims & Hers blasted pharma while also somehow trying to be the hero in the story as they pressure you to order their unregulated online meds—and fail to list potential side effects.
Onside Kick
Unexpected surprises
(Although the new NFL rule now requires teams to notify their opponent before attempting one.)
While not a surprising message from Nike, we liked the contrarian “You Can’t Win, So Win” message featuring high-profile female athletes Caitlin Clark, Jordan Chiles, Sabrina Ionescu, Sha’Carri Richardson, A’ja Wilson and Sophia Wilson.
The Rocket ad focused on John Denver’s classic 1971 song “Take Me Home, Country Roads,” followed by a unique moment when the song played after the ad and the in-stadium crowd and living rooms at home around the country sang along in unison.
The “Lilo & Stitch” ad after the coin toss looked at first like it could have been an on-field announcement from the NFL, but the audience quickly noticed the lovable yet wild furry blue Stitch and learned the ad was for the new live-action adaptation of the 2002 movie, releasing in May.
Turnover
Big letdown, failed attempt
Some of these were just plain weird, ranging from a bizarre focus on someone’s tongue to a seal who looks like Seal. While the Meta ad was solid, we expected a bigger splash with high-profile celebrities like Chris Pratt, Liam Hemsworth and Kris Jenner all appearing in the same ad.
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