I always say, if you want your spot to be included in our “Best of” list you are a shoo-in if you can make us laugh or make us cry. That being said, it’s no surprise that my number one pick of the 2023 Super Bowl commercials is The Farmer’s Dog Forever.
If I’m being honest, I’ll admit that I care about the commercials more than I care about the game. This year served up another batch of entertainment that did not disappoint.
Of course we have other favorites, but let’s hear from our Chicago creatives, those who dare to dream the concepts and those who make the dream a reality.
Here’s what they have to say about this year’s batch of Super Bowl entertainment.
Bob Ackerman, Partner/Editor at The Colonie
“Commenting on Super Bowl spots can be an exercise in futility given all the personal and professional baggage we carry in to this event. That said, my personal favorite by far was the Farmers Dog spot Forever. Beautiful. Storytelling with a truly poignant message. Incredibly well executed and one of the only spots that I was still thinking about this morning. I got teary-eyed all over again when I re-watched it.”
“So many Celebrity spots (too many, right?) but one standout was Workday. It’s fun to see these “rockstars” being in on the joke and it feels natural to have them there because of the clever idea.
“Also, a shout out to Dunkin’ and Crown Royal in this regard. Fun spots where the celebrities seem to be very aware they are in a Super Bowl spot and are just having fun being themselves.”
“The big loser for me was Draft King. It felt like the poor copywriters were working 24/7 updating the script every time a new celebrity signed on to the project.”
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Jen Bills, Executive Creative Director at 1o8
“Overall, I enjoyed the Super Bowl spots this year. Historically, it’s always such a shameless BroFest and now it feels like there’s room for other kinds of hilarious.”
The disruption spot for Tubi was a very fun way to prank viewers and be a little self-aware as a brand. Actually, changing the channel to Tubi during the game would be…bad. And it was the perfect way to get us to pay attention to their stalking, murderous, horror movie rabbits.
Extra credit for reminding me of the classic Panda Cheese campaign.”
“My one complaint: I felt a little cheated out of ads this year with every other slot being a tv or movie trailer. It’s more fun to see the brands go head-to-head. During the Super Bowl I’m not in the mood to know about Transformer Guardians of the Fast & Furious. Give me Snoop and Will making the case for Sketchers and GMC EVs. I’ll even take a surprise like the Temu jingle legitimizing a cheap social shopping brand with a big brand world-building spot.
And please give me Adam Driver having an existential crisis about websites. ‘You did it, Adam Driverrrrrr!’”
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David Stevenson, Chief Executive Officer at Two by Four
“This year’s Super Bowl commercials seemed to be all about celebrities and a bit of nostalgia, with a look back at old commercials like eTrade, movies like Caddyshack or TV hits like Breaking Bad.
But for me, I was most drawn to original concepts like the Dunkin Donuts spot with Ben Affleck and Jennifer Lopez. Or the simple but elegant dancing to hold music Bud Light spot.”
“I also loved the simple concept of Hellman’s with Jon Hamm & Brie Larson—very clever.”
“Blue Moon was also surprising. All of these were easy concepts to understand, entertaining, and made me feel good about the brands they represented.”
Two Favorites: “But my two favorites were ads that made me want to learn more—you know like advertising is supposed to do. Google Pixel with Amy Schumer made me want to check out that phone.”
“And Workday’s Rock Star spot was really engaging, maybe because I’m old and seeing all those old rockers reminded me of my youth. But whatever it was, I visited Workday’s website to learn more. So, I’m happy to report that advertising still works—at least on me.”
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This story would not be complete without reaching out to our very own ad man, Reel 360 editor, Colin Costello for his take on this year’s pics.
Colin Costello, Creative Director and Editor of Reel 360
“The Kansas City Chiefs, who looked like they were on the brink of losing the Big Game again, went to their locker room and adjusted. The Eagles didn’t. C’est la vie. The same can be said about the 51 ads that ran last night. There are some that clearly won. Some need to go home and rethink their strategy.
What did we see this year? A lot of celebrities. Like a lot. Stallone climbed a mountain. Coolidge smushed her face. McCarthy got pampered. Affleck worked Dunkin’ Donuts. Travolta can still sing. And so can Scrubs Zach Braff and Donald Faison. It was as if the marketing team from Pepsi’s heyday took over the strategy for almost every brand.
Below are my 5 Super Bowl favorites that hit me like the Eagles’ defense usually hit teams during the season until last night:
Forever Brand: The Farmer’s Dog | Agency: In-house
This beautiful 60-second spot will probably be on our list of Best Ads of 2023. Created in conjunction with production company Sanctuary, Forever, like the loving and loyal dog in the spot, follows the relationship between a little girl and her furry friend. We see their love grow as they both do. They remain connected through major life changes such as slamming bedroom doors as a teen, going off to college, getting married and having kids.
The lovely song, “Forever” by Lee Fields underscores their relationship perfectly from the moment she promises, “I’ll take care of you forever” to their tired locking eyes – hers from the kids, his from aging. The creativity makes us realize the importance animals carry in our lives.
Run With It Brand: NFL | Agency: 72andSunny
Titled ‘Run With It’, the NFL’s blockbuster Super Bowl LVII spot features an epic game of flag football and pays tribute to women driving the sport forward. Airing right after the Apple Music Super Bowl Halftime Show, the NFL tricked the audience into thinking the spot was filmed live, with Fox Sports anchor Erin Andrews interviewing Diana Flores, the quarterback for Mexico’s national flag football team, “live” on the sideline. During the interview, Erin tries to take Diana’s flag – but she is too fast and takes off.
The spot then follows a cast of football players and other celebrities chasing down Diana in a chaotic cat-and-mouse game of flag football, including: YouTuber MrBeast, Diana’s own mother and NFL players past and present, such as Sauce Gardner, Jalen Ramsey, Aidan Hutchinson, Cam Hayward, Davante Adams and Jim Kelly.
As Flores is pursued through a mall, a hotel and across rooftops, the quarterback manages to outmaneuver everyone with her impressive speed and athletic ability – and with a little help from fellow iconic women in sport, including tennis legend Billie Jean King and football players Bella Rasmussen and Vanita Krouch.
Directed by Hungry Man US’ Bryan Buckley, the action-packed chase spills out of State Farm Stadium and onto the streets.
Breaking Good Brand: Popcorners | Agency: Frito-Lay In-house
PopCorners Popped-Corn Snack’s first Super Bowl commercial revives the most critically acclaimed television show of all time, Breaking Bad, 10 years after its beloved characters left the airwaves. The brand has reunited creator and head writer, executive producer and director, Vince Gilligan and stars Bryan Cranston and Aaron Paul.
The brand brought the ad to life in a truly authentic way by teaming up with many of the original cast and crew members from the hit series, including actors Cranston, Paul and Raymond Cruz, reprising their roles as Walter White, Jesse Pinkman and Tuco Salamanca.
Inspired by the original Breaking Bad storyline, the spot reimagines iconic scenes and incorporates series elements sure to excite superfans, including original set pieces, like the infamous RV and Tuco’s wardrobe.
Binky Dad Brand: Kia America | Agency: David&Goliath
Kicking off Kia’s 360 Super Bowl campaign, created by our friends at David&Goliath, is an adventure-fueled 60-second spot directed by celebrated film director Dante Ariola of MJZ, which debuted today, 2/9. The ad follows Binky Dad as he immediately jumps in his Telluride X-Pro and goes on an incredible journey to get the binky, before his beloved baby erupts in an explosion of tears.
Drive-Thru Brand: Dunkin’ Donuts | Agency: Anomaly
Actor, writer, and director Ben Affleck is known to be a disciple of Dunkin’. He apparently goes there every day the same way others go to Starbucks. Even the memes chronicling his visits go way back. The spot catches the Batman actor working the drive-thru at a Medford Dunkin’. The spot, which Affleck also directed, features footage of surprised (and some not surprised) customers. The biggest surprise – wife Jennifer Lopez showing up at the end and asking for a glazed donut.
Honorable Mentions: Warner Bros. The Flash Trailer, Amazon Saving Sawyer, Doritos Try Another Angle, General Motors/Netflix Why Not an EV? T-Mobile Neighborly, Workday Rockstars, Tubi Interface Interruption.
ALSO READ: Complete list of all our Super Bowl coverage. Enjoy!
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