Flying saucers, mustaches, and eyebrows. Oh my! Super Bowl LIX didn’t hold back on the
celebrities, the spectacle, and borrowed interest. I was mostly underwhelmed by many of the spots – way too much sizzle and not a lot of substance or insightful work.
There seemed to be more attempts at warm and fuzzy storytelling, which is where I normally lean. But hey we all know how subjective this is, so let’s see if Ad Meter and America agree with my top pics.
1.Norvartis – “Your Attention Please”
Ok so yeah, all the boobs got my attention, as intended, but I was pleasantly surprised with the Breast Cancer message and Wanda Sykes testimonial. I give it 4 out 5 for stopping power and a much-needed message to the ladies and fellas. (Yes, men can get breast cancer too)
2. NFL – “Flag 50”
This young lady was breaking ankles left and right. It was fun to watch the athleticism and see the push for women’s sport. Kudos to the NFL for helping move the conversation and the county forward.
3. Google – “Dream Job”
Emotional Storytelling, product demo, and let’s all not be so afraid of AI, for now. This spot brought it all together nicely for me and maybe a little eye-sweat. It was one of the better warm spots of the night. I’m glad they ponied up for the sixty.
4. Nike – “So Win”
No surprise here. Great copy. Great film. Great concept. It’s a woman’s world.
5. RITZ – “RITZ Salty Club” & Liquid Death “SFW”
I’m seeking membership in the “salty club” ‘cause I’m mad I hadn’t thought of the execution for a salty snack brand. Well, done RITZ. I hope to see more of this campaign with other salty folks. By the way, what Gen Xer told Ritz about being salty?
Liquid Death always has something fun and over the top. Both brands leaned into insights about their product and pop culture to create something fun, on-brand and memorable. I’ll drink to that.
Hims – “Sick of the System
This last spot is reserved for my least favorite spot, which has already gotten backlash in the trade. However, my beef is for a different. Not that obesity isn’t an issue, but a brand that’s part of the system, saying the system is broken, and then uses “This is America” Really. I’m sure this hit differently for Black America. But this is America and Advertising. But that’s another conversation.
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Terrence Burrell is an Executive Creative Director, writer, creative problem solver, strategic thinker, leader, and mentor. As an award-winning, multicultural expert with over twenty years of creative marketing and advertising experience, Terrence understands the importance of creative storytelling that’s emotional and motivating while also achieving business objectives.
